Many businesses can get stuck in old habits and methods and many are almost afraid of trying new advertising and marketing media. Many small to medium sized businesses are happy to spend vast amounts of their marketing budget on direct mail, television and magazine and newspaper advertisements with often no idea of how effective they are. The truth about these sort of advertisements are that yes they can work but there are a number of limiting factors.
You can spend vast amounts on a TV or magazine advert and find that it has a negative impact on your business because the audience didn’t react in a positive way towards your message. The other thing is how can you measure the effectiveness of the advertising. A magazine can say they have 500,000 readers a week but there is no guarantee that those readers are going to see your quarter page advert. A direct mail campaign may deliver your flyer to around 80,000 homes but how many of those flyers will make it any further than the bin? There is no real way to measure the effectiveness of your advert.
With search engine optimisation and PPC you are bringing your product to the customer rather than trying to bring the customers to you. What I mean by that is there is already a demand for the product or service you’re offering and you are simply bringing your product to the customers attention by putting it in front of them. In theory it should be easy to sell your product or service.
The other advantage of SEO and pay per click is that you can see exactly how many people have come through your online advertising, if it converted to a sale and at what point they left your site. You can even see which key phrases your website was found for and whether the PPC or organic SERPs brought in the customer. All of these things can not only show how effective your SEO and PPC have been they also allow you to improve your advertising.
You may have found that you are getting a lot of people clicking on your sponsored links but it is not resulting in sales. This could be for a number of reasons either your advert isn’t descriptive enough or your prices are higher than the potential customers expectations. This means you can perform split testing and try different adverts perhaps one with a price in would detract those customers before they click on your link saving your advertising budget.
The truth of the matter is that the best way is to combine a number of marketing techniques together as this will help build brand awareness. That said any business that is looking to trade online would be foolish to not use SEO and PPC to promote their website online.
