Often the success a company experiences in growing their brand rests in the resources they allocate toward marketing. How much and where are normally the questions that follow. In the past, the question of “where is my market” was often a major determining factor in deciding which form of media to choose. Are my potential customers reading the newspaper or trade magazines? Are they tuned into the radio? Will bus ads or billboards be enough to capture their share of mind? With 90% of consumers now searching the net before making major purchases, this age-old question has been answered.
The purpose of search marketing is to place a company’s website in a position of high visibility on the search engines for key terms that are relevant to they type of products or services that company may offer. Anytime a consumer is searching on the web for a specific product or service, it is because they are in the market to buy. The companies that invest in positioning their websites atop the search engines will have the first opportunity to present their products/services to that qualified audience, therefore giving them first chance at the sale. When optimized correctly for the key terms a company wants their brand associated to, their website acts as a 24/7 salesperson, capturing the attention of the consumer while they are in the market to buy. For this reason, search marketing is a very cost-effective strategy for any business in any geographic market.
Traditional media or mass media is much more expensive in comparison because it is looking to scream out a message to a large audience hoping some of them are in the market for what they offer. The louder the shout, the larger the expense, still with no guarantee that anyone in that audience will be looking for what they are selling. If a company shouts enough, of course the one effect is that people may gain recognition for their brand, which could lead to them using their company in the future. However, the effect is less than if you are there when the consumer is actively looking.
In addition to the repetition required for traditional media to be effective, it also is costly to shout across a larger market. On a local level, traditional media has a much greater opportunity for success with success measured as return on investment. However, once you move into national, and certainly global markets, search marketing is where a company will see the greatest opportunity to turn eyeballs and ears into qualified leads.
As a whole, a company will see the best return on investment by allocating their marketing dollars to an SEO professional that will position their brand directly to those consumers actively in the market for their products or services.