Search Engine Marketing is extremely powerful and cost effective
when done right, and Pay-Per-Click SEM is one of the fastest and
most targeted forms of direct response marketing available
today. In addition, it has a significant advantage over other
forms of direct marketing in its ability to get almost
instantaneous feedback, and in the world of direct marketing,
feedback and testing are crucial.
I have always liked the expression “the more you know, the
more you don’t know” and that was never more true than when it
comes to PPC. If you have ever looked into direct marketing, you
know that it quickly becomes a sea of books, tapes, e-zines,
videos, newsletters, seminars, software tools and web sites that are
nothing more than online shopping centers designed to string you
along through a series of $50 to as much as $1,000 purchases as
you become spoon fed on the basic concepts and intricate
details.
How do I know this? Because I have done it and so has anyone
else who understands this topic. That's how you learn it. By
design, the search engines don’t publish any comprehensive
manuals on how the technology works. There are several reasons
for this, but here are a few:
- They make more money when you waste money trying to figure
it out.
- How they implement the search engines is their “secret
sauce”, their differentiation.
- It is always changing.
You can’t afford to become an expert at search engine
marketing, direct response advertising, public relations, ad
copy writing, web site design, and a whole myriad of other
internet technologies. You just want more qualified sales leads
that will result in new business! You want someone to help you
determine if search engine marketing is right for you and do it
quickly without having to make a large up-front expenditure or a
long term commitment. But if it does show promise, then you need
to take full advantage of it by choosing the mechanisms that
best fit your situation and then connect them in a seamless way
with your selling process. After all, the purpose of most forms of
marketing is to take the prospect as close as possible to
your in-person selling.
The balance of using "media" with "in-person selling" will be
unique to each industry, every company and even individual
products. That's why you need to consider a variety of marketing
mechanisms that will work together to produce qualified leads.
My approach is to work with you to determine if this type of
marketing is right for your business, and if so, together we
will customize it, leverage it, test it to insure it is
delivering the desired results, then integrate it into your
sales process, and I won't leave you stranded along the way. My
strength lies in understanding so many facets of the marketing
and selling process, but I am leading with Pay-Per-Click, search
engine marketing because it is so powerful, so quick to
implement and so cost effective when done right.
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