Could there be anything more different than marketing 20 years ago and that of today? And if you really want to set yourself backward, image what the average marketing executive today knows of the Internet versus that average 10 year old. Obviously, neither of these are very happy comparisons. That’s why when it’s time to add Internet marketing to your media mix it’s far better to hire an agency that specializes in search engine marketing instead of one that does marketing on the Internet tacked onto their services.
It’s a sad fact of life that despite the Internet being on the scene for more than 20 years now, there are still marketing agencies that haven’t learned how to harness its full potential as a promotional tool. Ironically, many of these agencies are still trying to solve new marketing challenges with old-fashioned tools.
Internet Marketing is as Economical as Ever
Most traditional marketing agencies are not well versed when it comes to Internet marketing. Further, when they do get a client who wants to use Internet marketing, they source out their online projects to agencies that specialize in this type of work. Not only does this not make sense from an expertise standpoint, but it also ends up costing clients more since in addition to the marketing agency’s input on a project, they also charge a markup on the work done with the Internet marketing agency. Further, working as the liaison between the Internet firm and the client, the traditional marketing firm often only confuses things when their knowledge of the Internet comes up short.
Another benefit of working directly with an Internet marketing agency is that the client, by way of the agency, is able to keep his finger on the pulse of the newest trends in technology and the techniques for maximizing their use.
What You Don’t Know Can Cost You
Regardless of a client’s Internet marketing goals, working with a professional agency that specializes in this field can help them streamline their efforts and achieve results that are not only better but faster too. This is because there is more to building traffic to a website than creating an attractive design. Successfully using the Internet in marketing a product or service also means doing the research necessary to reach the right demographic who will not only visit a website, but buy the products and/or register for the services being offered there.
Accompanying all of this is a multidimensional effort, with specialists in optimization of the search engine, landing pages, content, and even mobile reach. Unfortunately, it is a rare in-house agency or even traditional agency that has the staff to adequately cover the skills needed. The most effective option, as a result, is to turn to professionals who have the skills needed and can provide a client with the services they require.
Many people mistakenly believe that the key to building website traffic is to create an attractive design with lots of bells and whistles. Unfortunately, nothing could be further from the truth. The real key is Search Engine Optimization or what is euphemistically known as SEO. SEO is all about being listed prominently by the major search engines (i.e., Google, Yahoo, etc.) when a user searches for a product or service. When this is combined with a robust linking campaign a successful website is created.
Achieving optimal SEO results often takes time, not to mention a degree of trial and error. There is also an important need for SEO to be customized in order to serve the needs of the clients. This all means a considerable amount of work, work that is best not left to amateurs.
Besides the basic SEO services offered by a firm knowledgeable in the use of the Internet for marketing purposes, an expert firm can also provide its clients with highly detailed reports as well as a reputation management service. These functions not only allow a reliable look into the traffic that visits a website, but provides the keys to attracting greater numbers of visitors.
Search engine marketing agencies bring to the table such a wide variety of high specialized skills that can make virtually anyone stand out on the Internet. As practically anyone who has watched the growth of the Internet grow knows, those who use its capabilities as a marketing tool understand that with it they are not just competing with others in their niche. Instead, they are competing with virtually everyone else who is on the Internet. This makes the effective use of the Internet a much more complicated endeavor than mast people think. The silver lining to all this is the massive amounts of exposure that are made possible with the Internet. The key to this, however, is the expertise of the right people who can put you at the top.
About the Author
White Chalk Road is Perth’s leading online marketing and SEO agency and consists of a small team of dedicated SEO professionals and paid search adverstising consultants.