5 TRUTHS ABOUT WEBSITE MARKETING
Imagine you’re searching for a new Italian restaurant close to where you live. Almost out of instinct, you pull out your smartphone and search “best Italian food in Denver”. How many links do you scroll through before you click on a restaurant? One? Three? How often do you scroll to the bottom of the search page and click “Page 2”? I’m willing to bet nearly never.
The point is, in a world where you are defined by your ranking on search engines, it has never been more important to join the game of Search Engine Marketing (SEM), more commonly known as website marketing. So why aren’t all businesses utilizing it? Aside from fear of change, a lot of business owners don’t invest in SEM because they assume it will cost them time that they are already scarce on, but that’s simply not true. In fact, through proper website marketing, business owners can spend less time generating leads and more time taking care of their client-base and growing their business.
When considering website marketing, there are 5 universal concepts that I have found to be true.
Every Business Wants to Grow
This one sounds like a no-brainer, but a lot of businesses have trouble focusing on growth as a mindset. You could be working to sell homemade bracelets, you could be representing a client on trial, but without a growing client-base, your business won’t last. Supply and demand has become the foundation of the world and it is not enough to stay stagnant. In order to compete with other suppliers, you have to invest in the game. Whether your aim is to keep your business flow steady or immensely increase your traffic, growth is the mentality for every successful business, without exception.
Businesses Cannot Grow While Staying the Same
You’ve heard the expression, “Insanity is doing the same thing over and over but expecting a different result”. Has this expression become trite (obsolete)? It seems to me that if I wanted to yield better business results, I would have to try something different, yet so many companies are choosing to use the same marketing strategies. For a company to actually be in a state of growth, it must constantly be in a state of change.
New ideas yield new results, and vis versa. The best way to gain perspective and inspiration is to invite other marketing ideas in. Don’t be afraid to try something new for fear of failure; failure is often a precursor to success! Even Michael Jordan was cut from his high school basketball team, later admitting, “I have missed over 9,000 shots in my career. I have lost almost 300 games…I have failed over and over and over again in my life. And that is why I succeed.” While not every idea will generate success, it will bring you one step closer to one that does.
The Market is Constantly Changing
Your business must be in a constant state of change because the market is, too. The market is essentially us, the consumers, who have ever-changing interests, fears, and expectations. It used to be that when we were searching for things, we would find a product, go to a store, and buy it. It’s not that easy now. There is a whole new component that needs to be accounted for, particularly in the marketing world. Now, we find a product, research the business, contemplate reviews from several different sources, and we know what we want to buy before we even walk into the business. With the increasing utilization of smartphones, the market is changing yet again right before our eyes! If history shows us that the market is constantly changing, we have no choice but to be fluid in response. We can’t predict what the future holds for vital marketing platforms, but at least we know the critical components for today.
SEM Takes Time
In a generation of people where instant gratification is almost an addiction, time is never on our side. Now more than ever, there needs to be more than 24 hours in a day. By the time I get home from work, I have just over four hours to work out (ha!), take my dog out, get dinner ready, and sink into Netflix before it’s time for bed. SEM is not just another thing to squeeze in on the last four hours of your day.
SEM takes careful planning, persistence, and composure. Time is especially out of our hands in digital marketing, where search engines control the presence of websites, and it takes time to become an authority in the online world. Even with the best content in the world, you can’t be ranked on Google without the time it takes to sustain new content and positive reviews. Search engines like Google are also changing their criteria for ranking often, so it cannot be understated that marketing is an ongoing affair. Yes, there will be ups and downs when building and sustaining your business to comply with the digital world, but it’s important you keep a positive attitude. SEM is a lot like investing in stocks.
SEM is Absolutely Critical to Success and Growth
Website marketing is a pillar of business success and growth, that is the reality. Ads on sites like Facebook are the new billboards, and they get in front of us each and every time we open up our web browsers. These ads reach more people than could ever be possible via newspaper ads or commercials. In turn, they generate more leads for more businesses, and so a new form of marketing has emerged. Business owners have an obligation to their business to take advantage of this. In fact, by not advertising online for yourself, you are essentially advertising for your competitor.
A lot of us feel like our world is changing faster than we can adapt to it. That may even be true. But by utilizing what we know about the way marketing works now, and how it is transitioning, we can take the bull by the horns. Something that feels so unfamiliar now will be a tool to help businesses grow, if we allow it.
What do you think? Are we getting too reliant on social media and websites, or is this a step towards a promising future?