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DISCLAIMER: The FTC requires me to let you know that I may be compensated for products or services recommended. In many cases I am recommending my own company's services, so it's kind of funny to have to spell this out, but I do get paid by some of the companies whose ads are on the site. I ONLY list ads for companies that I use and fully endorse.

What is the Cost of NOT Doing Online Marketing

If done correctly, online marketing (SEO, Paid Search, Social Media, etc) is an investment in your business. Many people seem to get lost by focusing on the cost of engaging a professional to manage their online marketing campaign. I often ask people who tell me online marketing is too expensive if they plan on staying in business, and if so, how they plan on getting customers. The responses range from laughter to “we get plenty of referral business.” My goal is not to provide shock value, but a reality check because many business owners still don’t know where their next customer is coming from and often don’t see that they are on the quick road to going out of business.

I was recently talking to several local plastic surgeons about online marketing due to an opening that my company has for online marketing services. Among the many questions I asked was “do you realize how many people are searching for you every day?” Few know that answer, and for a plastic surgeon in Scottsdale, I can tell you there are over 1,000 DAILY searches just in the Phoenix / Scottsdale area. The next question is “of the 35,000+ monthly searches for your business Doctor, how many are finding your practice?” This question (regardless of industry) is often met with silence. In a face to face meeting, you can see the wheels turning thinking “that’s why my competitors are doing so well.”

A few weeks ago, I did a blog post about keyword research and finding your online marketing potential. I encourage you to find out how many people are search for you and not finding you, so you are fully aware of how many missed opportunities you have every day that you put off your online marketing campaign.

If you have a (non online) business development strategy that is working for you, then I commend you. I have never said that online marketing is the magic bullet to fix a business, but I have to say it is very often the low hanging fruit – especially for those businesses that rank on page 2 (62% of searchers never click past page 1).

Let me know how I can help you implement an effective and affordable online marketing program.

Have a great day!

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3 Responses to “What is the Cost of NOT Doing Online Marketing”

  • Glad to discover this blog, I see some good stuff here, but… what is “old school SEO”? You don’t mean the old pre-2000 keyword stuffing and hidden text and metatags, etc., right? SEO changes every year!

    The dilemma you describe is very real: a lot of small businesses need SEO badly but cannot afford it. Some try to go it alone and do it themselves. It’s possible theoretically but seldom works out well in practice because few people who are not SEOs have the commitment to research the subject beyond some brief SEO Intro. Quality information is certainly available to the public, but so is a lot of junk, and it’s hard for non-pros to tell the two apart.

    I think a good solution in some cases is to hire an SEO professional to move beyond the SEO intro level and to supervise, guide and review the client’s do-it-yourself SEO optimization work on an ongoing basis. This works well because the client pays for fewer hours while still getting the benefit of expert SEO guidance.

  • Ruth:

    I think a good solution in some cases is to hire an SEO professional to move beyond the SEO intro level and to supervise, guide and review the client’s do-it-yourself SEO optimization work on an ongoing basis. This works well because the client pays for fewer hours while still getting the benefit of expert SEO guidance.

  • oldschool:

    @ Philip – What you are describing is blackhat SEO. Oldschool means I have been doing it for longer than most (since 1999).

    @ Ruth – I fully agree. I always tell my prospects that my goal is not to make them a customer for life where they have to depend on me for everything, but that I can be a resource to oversee what their team is doing and give an outside perspective. Many in-house teams get locked into what they know because they are willing to look outside and they can miss out quite a bit in doing so.

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