You may be starting to sense a theme in my articles… that internet marketing is the way to go!
Once I started focusing my business on this aspect I really had an eye opening experience. When you know the facts, you can’t get your small business internet marketing and advertising going fast enough.
Internet marketing allows your business to reach people at all hours, virtually anywhere, and giving them exactly what they need, exactly when they need it, without ever leaving their home or office.
Why Small Business Internet Marketing is the Way to Go
Here are just a few reasons to use the internet to grow your business:
Track your advertising results
Small businesses can track the number of people who see their ads on a search-phrase by search-phrase basis. This allows them to put more money towards effective avenues and cut off less effective ones. Small business internet marketing allows you to customize ads specifically for each and every search phrase.
Target your customers more closely
This phrase targeting is a big hit with consumers who feel they waste less time finding what they want. I have a client who sells holiday lights. His company has had much greater success advertising very concise terms like “red twinkle lights” than they ever had with broader ads for “Christmas lights”. The customer gets exactly what they are searching for, giving them instant gratification.
Sculpt your business
A business can even block phrases they do not want to be found for. So if you are a personal injury attorney who does not like to do slip and fall cases, you simply block the words “slip” and “fall” and you will not waste any money on those cases that you don’t want.
Know how much a customer costs to obtain
Businesses can track how much each new customer costs them much better than traditional advertising. And, the best part is, it can be controlled to a greater degree.
Make offers that can be changed in an instant
Let’s say you advertised a special at 10% off, only to realize that nobody thinks 10% is a great deal anymore. If you had paid for a newspaper ad with that offer, or a post card mailing, you could not rescind it. With internet marketing, you simple change it to 15% as soon as you realize your offer was not effective.
Target precise geographic areas
You can reach as limited or as boundless geographic area as you want. Many businesses will expand or contract that area as their business ebbs and flows. So when a small business gets too busy, but the timing is not right to grow their staff, they can simply contract their advertising reach to affect the customer flow.
It’s easy to monitor the effectiveness of your advertising
You get statistics on cost per click, cost per conversion to a phone call or someone filling out your online contact form. You can even see how many times people looked at an ad without clicking on it, giving you invaluable insight into how to phrase your offers.
“The beautiful thing about AdWords compared to traditional marketing and advertising is its measurability,” Rick Sheridan of Menlo Innovations explains. “You can test messages quickly and frequently, compare the relative results and then embark on a mission of improvement based on real results.”
Your budget can be very flexible
For instance, you could have a $10 per day budget to target just one specific phrase each month. Or you could have a $300 budget for a day, and only run the ad for one day if you have a specific need to get rid of merchandise fast! Or, if you have a tiny part of your business that you don’t want to spend much on, you can divide your budget very precisely.
Stopping and starting could not be easier
Going on an exotic vacation with no staff to handle business? Simply pause your advertising so you don’t spend money on advertising when you are not able to answer the phone. Start the moment you are back. No delay!
Start small or start big, but start
I can’t recommend strongly enough that every small business have a Google Adwords account. Even if they are just advertising one single phrase that is their bread and butter.
What does it cost? Colorado PPC Advertising consultant Camrud Advertising can get you set up with a very basic account for about $100. However, we will recommend the best account setup for you, and then you can decide how much you want to spend. And, we offer a $100 free click coupon from Google, so essentially it costs you nothing for set up.
Click costs vary widely, depending on industry, but rest assured that you can control your spend per lead, per day, and per month. You will never get surprised with a huge bill that you didn’t expect at the end of the month.
Now for the best part of small business internet marketing
Very small businesses and start-ups can have a much smaller budget and still attract clients! Very targeted clients! Ones that are right in your area of expertise or area of interest.
Hire an expert, Google advertising is not a toy
Please don’t make the mistake of setting up your own account. If you don’t set it up correctly from the start it can cost you a lot of money in “stray” clicks. Resist the urge to use Google reps to help, too. They do not set up new accounts with saving you money in mind.