4 Misconceptions of Website Marketing
Website marketing, also known as Search Engine Marketing (SEM), is more misunderstood than ever before. To clarify, a lot of people see SEM and think Pay Per Click (PPC). For those of you who don’t know, website marketing is essentially a marketing strategy that takes advantage of our addiction to the web. SEM is PPC, video marketing, Search Engine Optimization, and social media. In Layman’s terms, it is a well-planned, ever-changing strategy that will fulfill our ever-changing desires, fears, and expectations in terms of consumerism. SEM is a large part in how search engines direct you to links that you want, how those links load so quickly, and how those same links can be easily accessed on your smartphones and tablets. Seems like pretty important stuff, right? So why isn’t every business investing in online marketing? Moreover, why aren’t they investing in the right online marketing?
It doesn’t work.
This is probably the number 1 reason why businesses don’t continually invest in website marketing. It doesn’t work. Maybe they know someone who has tried SEM and it didn’t reap any benefits. Maybe they were that someone. Believe it or not, there is such a thing as poor website marketing, and there’s a good chance it actually had negative results, if any. Poor website marketing could be having a webpage that isn’t mobile-first responsive (changing websites depending on screen size and device). Poor website marketing could be having the same content since 2012. It could be lack of social media presence. The point is, there are a number of reasons why online marketing didn’t work out before, but that is no reason to give up on it.
If you take the time to find the right business strategist who specializes in website marketing, it means people doing their job, so you can do yours. And the best thing about marketing is that it is always changing! If one tactic doesn’t work, there is always another that can be put in place. Pull out your smartphone and search for the best Italian restaurant in Denver. Ask yourself, would you sooner click on the first link, or the last? Would you even click on page 2? Website marketing works.
It takes too much time.
This objection can be a bit tricky. In a lot of ways, the initial startup of SEM does take time. Sometimes it means rebuilding a website from the ground up. Sometimes it means setting up social media accounts, asking for reviews, and writing new content daily. This can take weeks to execute properly. Looking at the big picture from that angle alone, it makes sense why business owners are fearful of spending their already limited time on website marketing. Now try looking at the big picture from another angle, the long-term angle. Once you have the right team in place, it won’t take nearly as much time to upkeep. Your team can focus on making constant, smaller changes to their online marketing strategies to keep up with the customer and business needs, and you can focus on your new clientele.
When you look at it from a one month period, you’ve spent time and money to see minimal or no growth, worse case-scenario. But think of website marketing like an investment in the stock market. You cannot invest in a stock and hope to gain money in one day’s time, can you? In the long run, you will be spending less time on SEM, while still benefiting from sustainable, steady growth. Isn’t sustainable growth in your business plan?
It costs more money.
Website marketing is a perfect example of, “you’ve got to spend money to make money”. Does it cost more money than any other kind of marketing? It depends on what you invest in. Every business has different needs, and not every company needs the whole nine yards. There are plenty of start-up businesses who only need a microsite (smaller, less complicated version of a website). There are businesses who already have a spectacular website but need help with social media marketing. Every business is unique, so there is no “universal amount” companies should spend on digital marketing to succeed.
When it comes to the question of money, the bottom line is that nothing is free. Yes, SEM costs money. Yes, we’ve now also established that it takes time. But consider the benefits. Website marketing, when properly implemented, is proven to generate more leads, create happier customers, and produce greater profit. You’ll end up making more than you spend.
Not all businesses need it.
Let me explain an independent scenario where a business would not need to invest in digital marketing and social media: When a business has too many customers, with no risk of losing them to a competitor, this business may not need more marketing. I would, however, probably provide them with the business advice of hiring more employees. For every other business out there, it is absolutely critical that you have strong, unwavering web presence. If your Facebook page is barren or non-existence, I don’t have trust in your company. If your website isn’t compatible with my iPhone, I’m going to find one that is. It may sound a bit presumptuous, but it’s true. Consumers will spend time researching a business, reading reviews, making a decision to purchase a service or product before they’ve even left their house. Can you really afford to lose all those customers? Remember, if you aren’t marketing for your business, you are essentially marketing for your competitor.
Changes are happening right before our eyes when it comes to the digital world. Even now, we are still adapting to the transition of smartphone utilization. Over 50% of consumers are looking for services and products on their phone or tablet over a computer. It’s not enough to stay stagnant in marketing. While there are several misconceptions when it comes to website marketing, they are exactly that: misconceptions. The truth is, SEM is a fantastic tool to better understand your customer’s needs, and speak to them on a more personal level. Online marketing is an answer to questions we didn’t even know to ask before, and businesses are thriving as a result.
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