Cost Effective Web Site Marketing
Thursday, September 27th, 2007Determining the most cost effective form of Web Site Marketing depends on your business. If your business would greatly benefit from ranking at the top of Google’s search results then Search Engine Marketing is your answer. That is the easy answer though. the difficult answer is determining how to achieve top search engine rankings cost effectively. Paying for top placement in Google AdWords and Yahoo Search can be cost effective but it is difficult for a beginner or someone with little time to dedicate to achieve a good ROI on the investment. Achieving top rankings through the organic results of the Search Engines is the most cost effective form of Web Site Marketing but also the biggest challenge to any business.
If you want a good return on your investment through Google AdWords, Yahoo Search and other Paid Search channels, you’re better off hiring a specialist to manage your campaign for you. The first thought that likely pops into your head is “How can I afford to pay a specialist?”. That is a good question but there is a better one, “How can you not afford to pay a specialist?”. Hiring a specialist to manage your campaign will provide you with the guaranteed ROI that you need to be successful with Paid Search Engine Marketing. There are tools that specialists utilize to make sure you’re always receiving your desired ROI with your campaign. A specialist will also dedicate the time necessary to optimize your campaign and not only achieve great results but increase the volume of business that you receive from your campaign and constantly make improvements over time.
Your next question is likely “Should I hire a specialist as an employee or outsource to a company/consultant?”. While it seems like hiring someone internally is the right answer, usually outsourcing is the best solution. When you outsource to a company that specializes in Paid Search Management you receive more resources at the same or even lower cost of an employee. A Paid Search Management company will have a team of specialists dedicated to your account. Furthermore, finding a good employee that is a Paid Search Engine Marketing specialist is not only difficult but expensive. In the end, outsourcing is the right answer, choosing the right company is the bigger obstacle.
The same questions and answers above apply to Organic Search Engine Optimization. The biggest difference with SEO compared to Paid Search is that one is an investment and the other is an ongoing marketing expense. Search Engine Optimization may seem more costly but in the end the ROI from a successful SEO campaign is far greater than any form of Online Marketing. When the heavy lifting is completed on an SEO campaign, the benefit of having an internal employee can never be justified. There is only so much that can be done once a web site is fully optimized by an employee and most of their options will be to utilize outside services to achieve better search engine rankings. Retaining an SEO Company requires a low monthly expense but you will receive far greater benefit from their expertise and the improvements that can be made over time. Link Building is also an extremely important factor in SEO, unless you already have a very popular web site. An employee could never satisfy your Link Building needs and an SEO Firm has all the tools and resources to provide an effective Link Building strategy for your company.
USWeb is one of the top Search Engine Marketing companies available. The biggest benefit to working with our company is the level of attention that we provide to our clients. You will always have direct access to our specialists at USWeb and they will be involved with every detail of your campaign. We pride ourselves in being a big company but making our clients feel like they are working with a small company that provides them with an unprecedented level of attention. You may be asking yourself, “I am sure that level of attention comes at a greater cost, no?” The answer is amazingly no. We are constantly complimented about our competitive prices based upon the level of expertise and service we deliver. We also work with small and medium size companies and they also find our prices very reasonable.
If you’re interested in learning more about our products and services, please feel free to contact me directly.
Sincerely,
Brian Ratzker VP, Business Development (212) 404-5603 brian@usweb.com