After 10 years of marketing, I have seen a lot of changes. In fact, in the marketing world, the only constant is change itself. As new social media channels come and go, and marketers hope to jump on the latest fad, I’ve begun to notice one constant in the industry. That constant is the amazing results clients receive from appearing at the top of Google search engines. Studies show that organic search from Google converts to real paying customers at more than 5-times the rate of other forms of marketing including Pay-per-click and paid ads. The reason behind this startling statistic is the fact that when users search for something in Google they believe (somewhat falsely) that the results they are receiving are truly organic and a reflection of the quality of a business. This trust that customers have in organic Google search translates into a very high conversion rate on the backend. Now, one must compare and contrast that with paid ad campaigns to find out that the “trust” factor is missing. Therefore, the conversion rate is much lower and the sale becomes much harder.
Local business owners will often ask me the best way to grow their business and my response is usually the same. Start with a strong foundation of a mobile-first website, optimized Google Business Listing, and lots testimonials from happy customers. While these three important factors don’t translate into top Google SERP results by themselves, this strong foundation will start the process towards long-term growth. Once this foundation is in place the business owner can then move on to other forms of marketing including social advertising, influencer outreach, and paid sponsorships. Over the years, I’ve found that the combination of a robust SEO strategy paired with a dynamic paid advertising campaign will show the most dramatic results and growth in a business.
If one were to step back and analyze where business leads come from, in most cases they will be from their website. A client will usually follow a similar path when moving from a lead to a long-term paying client. In most cases, social media campaigns can offer a great first “touch point” for any new client, but often the potential client will need more before they end up writing that first check. In other words, leads will first gain awareness of your business then will begin the process of vetting you before they end up becoming a client. This vetting process will include researching both what you say about your company and what past clients say about your company. In order for a lead to have the highest possibility of becoming a full-time paying client, it’s important to make sure you have your marketing foundation setup. This includes your website, Google Business Listing, and happy customer testimonials.
The biggest takeaway from 10-years of internet marketing is things change, but the fundamentals stay the same. It’s important to adapt to new platforms and tactics, but at the same time never losing sight of the fundamentals as to why customers buy.
Written by: Seth Morrisey Co-Owner Of Oregon Web Solutions
Company Name: Oregon Web Solutions | Portland SEO
Contact Person: Seth Morrisey
Email: Send Email
Phone: (503) 563-3028
Address:1717 NE 42nd Ave #3800
Country: United States
Swiftype Custom Site Search