Your Marketing Strategy Must Include Seo & Ppc

As VP of Sales and Marketing at DC Expo for 20 years, one of my main functions was to ensure that we brought in qualified buyers to see the vendors at the trade show. The DC Expo was the first technology trade show for Supply Chain Technology ever. The event debuted in the spring 1985, shortly after the PC hit the market. The event was focused and had a dedicated following of 200 of the top vendors. Marketing the event was done by several methods including direct mail, advertising in industry publications, and press releases. Back then, that was the way most companies drew attention and buyers for their products or services prior to the internet.

Trade shows are still well received by companies looking for new sales leads, but the evolution of finding new sales leads is changing quite dramatically. In addition to the old ways of reaching new prospects there are many new ways to get the attention of a customer today. Just a few of the new marketing methods are; web sites, e-newsletters, advertising in industry publications, expert articles, social and business articles, and now more and more companies are using Search Engine Optimization, and Pay Per Click advertising on Google, Yahoo, and Msn.

When I began my research on this topic, I believed that most if not all companies were using SEO and/or PPC strategies as part of their marketing efforts. I was dead wrong based on what I found. Companies with $100m in sales or more, were very likely, or likely to be employing these strategies and benefiting dramatically by doing so. Companies with a very aggressive SEO and PPC strategy had great results and their web site traffic was off the charts. For instance, one company has 572 paid keywords and 1278 organic keywords, and from Oct to Dec 08, their site traffic was up 4,000 visitors per month. It goes without say that their strategy is working based on these facts. The products sold in this industry are typically in the 6 to 7 figure range, and sometimes much more depending on their customers needs. So you can see how increasing web site traffic this dramatically can effect their sales efforts.

Most smaller companies in my industry, defined as $20 mil on less, are not employing SEO and/or PPC strategies at all. Those that are, are using in-house staff that are already stretched thin in other work they are already fulfilling in their positions. Many of these companies cannot even be found with some of the sophisticated internet tools available today, unless you type in their direct company websites. The tools I'm referring to are the many web site spying and analyzing tools available today. Most if not all of the really great tools come with a hefty price, but if you are an expert working in the field, you need them.

In conclusion, if your marketing strategy DOES NOT include SEO and PPC management, you are missing out on a ton of business, regardless of whether you are a $5 mil company or a $200mil company. SEO and PPC

Your SEO & PPC Marketing strategy should not be taken lightly or given to someone as part of another job at your company. In my opinnion, It’s a full time job that needs constant monitoring and adjusting.

I appreciate all of your feedback and comments, and look forward to hearing from you.

"If you can believe, all things are possible to him who believes."

By: Michael W. Dulaney

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