Archive for the ‘Internet Marketing’ Tag

The True Price Companies Pay for Lack of Search Engine Visibility

Let’s assume (unrealistically as it may be) all decision makers understand search engine optimization/marketing.  An abundance of these decision makers however, forgo the SEO effort entirely.  Why?  Typically it comes down to 3 reasons:

  • Cost/Value… Uncertain the value of SEO/SEM outweighs the cost
  • Time/Commitment… concerned about their/staff time commitment
  • Fear of the Unknown… deluge of work or not  enough work

By far, cost is the primary barrier to SEO implementation.  There is no short-cut to successful SEO! A considerable amount of time and expertise is required to deliver sustainable and actionable online visibility. This doesn’t come free … even if the services are performed by in-house staff. What these decisions makers fail to realize is the true cost of lost opportunity/sales heavily outweigh the cost of SEO services.

The following information contains actual data recently mined for a potential client.  This is just a snippet of the entire report, but the numbers support our position.  Just 10 keywords deliver nearly 22,000 searches/month which equates to nearly 265,000 searches/year.  A conservative 3% click rate would yield 10,500 leads.  Furthermore, a very conservative 2% conversion rate would produce 200+ sales.  Imagine the potential if hundreds of keywords were properly optimized and not just 10!  With an average sale of $1,000-$1,500.00, revenue would exceed $265,000!

In this case, lack of search engine visibility resulted in $265,000 of lost earnings potential!  This is a huge price to pay for any business.  An annual SEO investment of less than $20,000 can yield double-digit returns.

KEYWORD PHRASES PEOPLE ARE SEARCHING   ACTUAL # OF SEARCHES/MONTH/USA    CURRENT SEO VISIBILITY
blow molding machines 1300 Not in Top 30
thermoform plastic 1600 Not in Top 30
plastic extrusion 9900 Not in Top 30
thermoforming equipment 1000 Not in Top 30
rubber extrusion 1900 Not in Top 30
plastic extrusion companies 480 Not in Top 30
plastic profiles 880 Not in Top 30
sheet extrusion 1000 Not in Top 30
extruded plastic profiles 260 Not in Top 30
plastic processing 3600 Not in Top 30
TOTALS  21,920 Searches/Mo   Current Visibility – 0
LOST OPPORTUNITY –  21,920 SEARCHES/Mo.

Caught In A Paradigm Shift – From Outbound Marketing to Inbound Marketing

Little did we know as pioneers in the Search Engine Optimization field in 1996, that The InterCon Group was present at the very beginning of a paradigm shift as to how marketing messages are delivered to the masses.  The shift from an outbound model to an inbound model was just beginning to take hold.

Since the Internet and search has become commonplace, (and now you can add social media), marketing has transitioned from an outbound traditional model to an inbound model.  Let me explain.

When thinking of making a purchasing decision, people today prefer to do their research via Googling  the keyword  of the product or service they are interested in, visiting social media sites to see what others are saying about it, reading blogs to get more information, or watching videos, etc. These are all examples of inbound marketing.  The question is, why do people prefer this method today?

Inbound marketing is a 2 way communication.  The consumer comes to you ready to make a purchase and you as a savvy marketer, provide value to them by educating them (and entertaining them) via your website or the mediums previously listed.

This is opposite of outbound marketing (1 way communication) where consumers are sought out via billboards, TV commercials, direct mail, phone soliciting, radio commercials, etc. wherever they are and whether or not they are in the purchasing mode.  You, as a marketer often provide no value and rarely educate your consumer this way.  In fact to a majority of people, you are intrusive and annoying.

Facts to support this:

  • 200 million Americans registered for the do not call list
  • 86% of people skip TV ads
  • 91% – of email users unsubscribe from an email they previously opted into.
  • 44% of direct mail is never opened.

More facts:

  • 67% of B2C companies have acquired a customer via Facebook.
  • The number of marketers who say Facebook is critical to their business increased 83% in the last 2 years.
  • 42% have acquired a customer via Twitter.
  • 57% have acquired a customer via a blog.

When you engage your target market with interesting and useful content and combine it with a strong presence, you will reap the benefits by obtaining new business.

Another advantage? Inbound marketing costs approximately 67% less per lead than traditional outbound marketing. 

 Today’s consumers are more educated and as a result, will never return to responding well to outbound marketing/advertising.

*All statistics are from ComScore.  (ComScore is a global leader in measuring the digital world and preferred source of digital business analytics).

 

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