There seems to be a general consensus that a business must use search engine optimization to sell online or generate inbound leads and new revenue from the Internet. Some suggest that a business must be very active on Social Media as well.
Much of this discussion is based on the buzz and constant promotion you find online from those companies that sell SEO or Social Media services.
The truth is, a business may be better served using an old fashion approach to generating leads and new customers online: Advertising.
Prior to the Internet a business would have three primary ways to generate new customers.
- Word of Mouth
So you would list your business in the major Yellow Pages, and directories for a price established by the size of ad and placement, and you might pay for advertising on T.V, Radio or Print. In any case, you paid for the exposure. Honestly, it was a far simpler way than it is today.
You can still use the same system, and skip all the complexities and expense of using SEO or spending hours a day on Social Media.
Almost every major portal online has an advertising program. You can buy advertising on:
- Almost any search engine
- Online yellow pages
- Content distribution companies
And then there are probably just as many opportunities to advertise online in your market niche or geographic area. For the construction Industry and residential contractors, sites like:
- Home advisor
- Angie’s List
- Dave Logan (Denver area)
If you are selling to home builders Hanley Wood offers many great advertising opportunities.
The list for every business type to advertise on is extensive. So , you can see how you can in fact reach your target markets without being ranked on the first page of Google.
One of the big advantages to utilizing advertising online is this simple fact. If and when Google changes the algorithm you won’t lose all of your traffic. Something that can happen when you rely primarily on search rankings for traffic.
Advertising has to be well thought out of course. And it does help having someone who knows the “landscape” managing the program, so it can be tracked and analyzed to maximize the investment. But even the smallest of businesses can advertise on Facebook for $50 a month, or use co-op lead generation sites like Thumbtack to buy new leads.
With all that said, a great SEO and Social Media program can bring in a better return on investment over time, but you don’t have to wait, you can start advertising as soon as you like, while the other programs build.
Most of our long term clients, even after the search engine optimization has been successful, will continue to advertise to “fill in the gaps”. The advertising budget certainly is much smaller, but still serves a purpose.
If we can help you with your Web Visibilty please call us at 720-254-1234 for a free 30 minute (ish) discussion.
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