How many times have you typed keywords that are related to your products or services into Google and saw your competitors’ names instead of yours?
Many business owners have heard of the successes that others have had using the Internet as a lead generation marketing tool. But some of us are not sure how to approach Internet marketing as an integral part of our business.
in a recent Examiner article entitled “Internet Marketing 101: The basics and why it is important to small business”, I introduced the principles and basics of Internet marketing. Today, we will examine a classic marketing technique termed search engine marketing ( SEM ) and how a small business would approach SEM as a marketing strategy.
To understand the features and benefits of SEM we first must define the market drivers. Webpro news reports that search engines have exponentially passed print Yellow/white pages as the primary source to find products and services. Search engines are more effective then Yellow pages because:
- Your small business ad can appear next to your competitor
- With an optimized website you can differentiate your small business from your competitors
- It is difficult to determine what actual business came from your Yellow page ads
- Using web analytics you are able to track how Internet consumers interact with your website
- With engaging content your website becomes an asset to your small business
The key is to obtaining those elusive search engine rankings Google and all the other search engines Internet consumers use to find your business products and services. Once you know the secret to obtaining search engine creditability and visibility, your organization will be motivated to participate in the process of developing and promoting your brand online.
Search engine visibility means getting your company’s name and brand to appear on search engine results pages for many keywords that are related to your product or service. So how does one go about achieving this? Why do people use search engines today? Analyzing the Enviro and MarketingSherpa B2B Report 2009 identified that only 10% of people go to a search engine like Google, type in a keyword and then click through to a Web page and buy a product, all on the same day. The rest of us go to the Internet to get information and do research on the product or service we are interested in.
The study also revealed that people who use search engines are looking for the following information in order of importance: easily found prices, product and service information and comparisons, your company’s approach to business, technical papers, white papers, multimedia, and case studies. From this list it is easy to see what the secret is – “CONTENT”.
Once small business finds out that content is all we need to achieve search engine visibility, we see many business owners understand that to get an ROI on their website investment is to create an asset out of their website. This is achieved by adding content to your website on a regular basis which is called “Content Marketing”. So, go ahead and start to dominate your competition with the secret to search engine marketing success.
Dave Talada offers Internet marketing solution services and consulting to small business companies. Contact him at [email protected] or visit his Business Website for more information.