You may have set foot amidst the process of PPC (pay-per-click) advertising because you heard, while your business is working day and night, you could get on the ball more quickly, leveraging PPC services (such as Google’s AdWords – Is your brand using AdWords for keyword research? Proceed with caution says Rand Fishkin of SEOmoz.) While the idea of attracting the attention of target markets seems immediately charming, the associated costs could be a harsh reality, especially without experience. The process warrants diligence, the kind of attention a lot of small outfits can’t address on a daily basis. Pay-per-click specialists devote full-time attention to your PPC campaign, allowing brands to enjoy surefooted outcomes.
Three Little Pigs
As the latest Comscore data reveals, Google is still tops in search. 2011 experienced a number of Panda visits, a Google-unleashed penalization system influencing online rankings. You may have heard a number of suggestions regarding upcoming Google updates. It’s like Google’s Panda is the big bad wolf from the Three Little Pigs story. You have to constantly build a better online ‘property’ to meet the Panda’s demands and capricious temper. You could wait, riddled with anxiety, for the next update or align your brand with help. Experienced professionals swear by the hairs on their (chinny chin) chins to keep abreast of ongoing changes and best-practice implementation.
The Tortoise and the Hare
You have the same end goals as your competitors in the race toward customer attention and revenue acquisition. There are parallels between SEO and the Tortoise and Hare tale. Sure, there are immediate changes, which can be performed by SEO professionals (fix SEO technical problems in less than one hour!) allowing for improvements but the process of search engine optimization is a slow-and-steady race, a marathon and not a sprint. Each brand has areas of needed improvement but quick fixes could lead to ironic long hauls. The process of online success requires a lot of in-industry understanding as more opportunities proliferate. Take a look at Neil Patel’s link building tactics; attracting attention requires knowledge of technical, social, copywriting, and other aspects of online marketing. Making quick-and-hasty, in-house decisions is not the way to win the race for consumer attention; slow, steady, experienced, and methodical approaches win in the end.
Rip Van Winkle
Are you sleeping on lines of communication with your target market? While executives are busy, focused with a tunnel-vision-like concentration on business processes and numbers, they can lose sight of target markets, their consumers. Is your brand dreaming of better brand-to-consumer engagement? Don’t neglect the ‘social’ aspect of online marketing; numbers in this Mashable post reflect social sites accounted for over 16% of browsers’ online time in 2011. As with PPC above, social media usage is immediately beneficial, but inexperience comes at a cost. Social media is great for branding and reputation management purposes but is best left to those with experience regarding trends and best practices. It’s no tale, SEOs tailor your business to the Web, making adjustments as your business continues to grow.
I found myself traveling this week. Wanting to maintain appearances for my dear mother, I strolled into a local, haircut chain establishment. Coincidentally, my “stylist” was the owner, a man who bought into the franchise. As one must divulge personal matters to hair stylists, I mentioned my interest in all things online marketing and inquired about his stores’ efforts. By the end of the ordeal, I was looking fresh and ready for a “Yelping in my Beemer” video as well as filled with a few thoughts regarding online marketing and tailored, consulting services. As many marketers but few clients understand, online, one size does not fit all.
I Want That! Wait. Do I Want That?
The evolution of the Web has granted us with a multitude of ways to market online: search engine optimization, social media optimization, reputation management, public relations, and then some. What stops or starts a small business owner from desiring a championed service? An experienced consultant helps. The business owner confessed being in a state of confusion, expressing the difficulty of understanding options at hand and making distinctions between them to make the best choices for his business.
I empathize with online marketing novices; information can seem conflicting. Let’s use social media participation as an example. A short while ago, marketing information regarding where consumers get local business information, was released to the public, reflecting poor social media leverage. I blogged about it, urging small businesses not get discouraged by the numbers. This week, other data was released regarding how consumers interact with brands on social sites. This set of data would certainly inspire my interest in social media as a small business owner. If you’re an owner, how do you interpret the somewhat conflicting sentiments of data to make decisions for your brand? An experienced consultant helps.
How Does it Fit?
Online marketing practitioners make suggestions and implementations for clients, yet the latter group is crucial in tailoring a campaign’s success. While practitioners place focus on understanding the Web, marketing world, and associated tools and trends, clients are most insightful regarding idiosyncrasies aligned to respective industries; consultants can offer advice and suggestions, but clients can help matters by offering their own insight.
For instance, I suggested the hair chain owner use Twitter to spread exposure. Since he was part of a chain, a brand-named account was out of the question, yet he mentioned his revenue’s high dependency on repeat customers. Immediately, I asked if his individual stylists had social accounts. He had no idea. I suggested his stylists all get accounts and start engaging new and repeat customers on Twitter; since repeat business is so crucial, ensuring customers are viewed as individuals and receive customized treatment is essential. He liked the idea and said he would make motions to put that into effect next week. If he didn’t give me that crucial element of information about the importance of repeat customers, my ability to help him would have been limited. Don’t forget to let your vendor know how your campaign fits and don’t be hesitant to make your own suggestions regarding a custom-fitted campaign.
WebiMax offers many products and services. One of our more requested areas of service stems from our SEO consulting services division. Here, we focus on clients that have internal teams and require additional consultation to efficiently leverage the effectiveness of their current staff. Below are some of the examples in the consulting services we offer:
Advanced Assistance: A large number of our Fortune 500 clients have utilized our services to enhance the efforts of their internal teams. Our consultation provided them with further detail to surpass the current level of knowledge that their internal teams had, and additionally provided them with more strategic approaches to put in to place. This concept works exceptionally well for clients that have the resources to perform many of the tasks internally but lack the high-level sophistication to get real results from these efforts.
Start-Up Firms: Our client-base is well balanced with Fortune 500’s, international firms, and small businesses. We also work with several start-up ventures that require guidance in developing a strategy to launch their new venture. WebiMax works with them to create a detailed competitive analysis and comprehensive “action plan” for a market entry in to their vertical. This sort of consulting is extremely useful and can help mitigate the costs of “wasting funds” trying to feel your way through the process without any guidance.
Re-Designs of Sites: One of the most perilous scenarios we come in contact with is when a company with good rankings decides to re-design their existing website. If done incorrectly, the existing value of your website can be completely destroyed by changing urls and improper transfer of existing portions of the current site.
We encourage our clients that if they are not well educated in to this process, it is worth the resources to be consulted, prior to changing their existing webpage.If not done correctly, the “clean-up” process can be long, extensive, and often-times cost more.