Posts Tagged ‘search engine marketing’

Why SEO AND Social Media Marketing are an Investment

Tuesday, October 19th, 2010

Are you one of the companies who feels you don’t really need to spend any money on SEO or Social Media Marketing? I know times are tough. I know money is tight. And I know that many companies are tightening the budget. Search Engine Marketing isn’t free. Neither is Social Media Marketing. And cutting corners or even eliminating online marketing efforts completely can look attractive. But money invested in your online marketing can be the best investment you ever make for the health of your bottom line.

Let’s look at SEO first. Do you know what percentage of your visitors are finding your site from organic search? If not take a look at your Google Analytics. If those aren’t available, take a look at your raw server stats. If those are unavailable hop over to Alexa.com and look at their numbers.

Is it 60%? 10% ? 85% ? If it’s above 50% – will you be able to replace that many of your leads and prospective customers without spending any money in any other channel? Can you afford to lose those visitors? The net is a competitive arena, and if you don’t continue a link building campaign, if you don’t continue to create and distribute quality content, you will lose your organic traffic.

Maybe you’ve heard that Social Media is where it’s at. So you might consider pulling your money from the Search Marketing campaign and throwing it all into Social Media marketing. You’ll get some Social traffic, but without a properly optimized site it’s like pouring water into a leaky bucket.

Maybe you think that you can pull ether one or both inhouse. After all the mail room guy says he knows all about Twitter, YouTube and Facebook. And he probably does – as a user of those services. But will he know how to set up the profiles in a way that gets them found by the right audience? Will he know how to conduct the conversations that will get users interested enough to visit your site?

Social Media has two important areas. Setup is the most important. If your setup is not done well, you’ll be building on a shaky foundation laid in quicksand. Social Media is a conversion layer NOT a sales channel. You CAN NOT SELL DIRECTLY to friends and visitors on your Social Media channels.

Social Media is like a good ShamWow infomercial. It introduces your and your company and products to prospective buyers. You have to get them interested and then make them want to buy, and then convince them to buy from you.

With SEO they are ALREADY interested, you just have to move them to your site and show them what they want.

Tapping someone to run a Social Media campaign who knows how to use Social Media, not how to market Social Media is like taking your receptionist who knows how to use MS Office and having her pitch your new operating system software to the folks in Redmond.

If you are thinking about cutting back on your SEO or Social Media efforts, or doing one without the other, remember – you’re playing in the big leagues. The day is long gone when you could throw up a site and get visitors and sales almost by default. You’re competing against brands and companies who command armies of experts.

But the really cool thing about the net is that you can STILL level that playing field and you can go head to head against the giants AND WIN if your experts are good at building foundations, engaging in the right conversations, and making your site appeal to your prospects.

Holding back on your online marketing investments can prevent you from building up the momentum you need to overcome your competition. Holding back on your online marketing investments means you won’t see your conversions increase even if your traffic doubles. Holding back on your online marketing efforts means you will lose market share and stop growing. And in the online world, if you stop growing, in time you’ll just be another web site languishing at the bottom of those 5 million pages that aren’t in the first 100 search results for your products and services.

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