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Posts Tagged ‘Internet Marketing’

How Search Engine Marketing Can Save the Economy

I know this sounds like a tall order, but lets look at the facts. According to the recent SEMPO (Search Engine Marketing Professionals Organization) survey, people are going to spend more and more on Internet Marketing services. If you are not marketing your business online, that means your competition is edging you out by being where the customers are. (and what in the world are you waiting for, a recession? :-))

On a larger scale, I know of companies that still spend over $100,000 in direct mail campaigns year after year. This is not speculation but based on a conversation with a business owner I met after speaking at the AFSA Marketing Forum this past March. This company paid very little to their online presence, and my bet is that if they invest a fraction of that direct mail money on:

a) Building a user-friendly, search-engine friendly (optimized) website.

b) Perform a simple link building campaign, starting with basic search engine directories and business directories.

c) Allocating a portion of their money for Paid Search which will give them live prospects, which in my opinion is far better than branding via direct mail and praying that someone wants or needs your service.

d) Implementing a solid system for follow up both online using email marketing and off line now that they are warm direct mail prospects, which is a huge difference than buying lists.

How will this save the economy?
Businesses will spend less to attract more targeted customers, which will make them more profitable, assuring that much needed raise – along with keeping the door open. If you work in the direct mail field, you might be saying “he’s trying to ruin our industry”. No, but I am showing you where marketing is headed so you should take this to heart and find a search marketing firm to partner with (shameless plug here) to help your customers maximize their spending. They’ll soon figure this out and you will lose them so you are better off looking like a hero in their eyes by presenting the facts to them.

If it doesn’t save the US economy, I can bet it will change your personal economy.

10 Tips for Building Your Internet Marketing Business

I was recently asked by someone trying to build their business what I would suggest. It’s not everyday that you find someone helping their colleagues build their business although it is seen much more in the Search Marketing community. I rarely see others in the industry it as a threat; if I am destined to have certain clients, then I will. I can’t have them all, don’t need (or want) them all, and I am focusing more on serving a niche market in which few people compete with me successfully. So for those trying to build an Internet Marketing practice, here are my suggestions. Of course, they are business development principles that can apply to any industry.

1. Have a website from where you offer such services and spell out what you offer.

2. Make your website a resource so that people will see you as an expert. If they need help, they may ask you for it and become a client.

3. Have a blog to continue to establish yourself as an authority in the field.

4. Pick a specialty within the field. Back in the day an SEO expert did everything related to promoting a site. Today, we have people who specialize in paid search, usability, social media marketing, etc.

5. Write an ebook and offer it from your website. This is also known as viral marketing, and it works.

6. Join local business networking groups and offer to do a presentation on Web Marketing.

7. Join your local Chamber of Commerce and offer to do a presentation on Web Marketing.

8. Choose a niche market to provide Web Marketing expertise for. This will open up opportunites for writing in industry magazines or speaking at conferences for that industry.

9. Get LinkedIn to other business professionals and answer their questions about Internet Marketing.

10. Set your prices according to the market you serve. Whatever you do, don’t try and cheapen the business by prostituting it at rates that make dollar stores look more profitable. I understand if you are just starting out and need the money, but you will rarely if ever be able to raise your prices fast enough to make what you deserve (assuming you know what you are doing and aren’t doing more hard than good to your client site). My recommendation is to charge based on the location and size of the company. A small client in Idaho just may not have the $250 per hour that you are trying to convince them you are worth, but they may turn into a great client or an even better referral source.

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