Internet Marketing – Are You Being Left Behind?
Something that’s surprised me since becoming involved in Internet Marketing and particularly Search Engine Marketing, is the degree of sceptism for it amongst small and medium-sized businesses. When talking to prospective clients I have been challenged as to whether it really works and will bring in new customers. Others have questioned the expenditure needed and whether they will see a return on their investment. What is invariably overlooked is that many businesses have already invested heavily in an attractive website, apparently thinking that now they have an Internet presence, the sales will flow in. The reality is that creating a website does not equate to increased sales if no one knows where it is. It’s like spending a fortune on a fancy shop window and locating it in a desert!
My experience has now been reinforced by recent research (Vanson Bourne, November 2007) indicating that British businesses could be wasting an estimated £3 billion on websites that cannot be found through search engines, The report estimates 62 percent of UK small businesses are not investing in search marketing, even though 76 percent of those doing so have enjoyed an increase in sales.
The Federation of Small Business agrees with my sentiments. They say. “Creating a web site is absolutely pointless if no-one can find it and that it’s absolutely vital that small businesses realise the importance of investing in search marketing,”
The research questioned 400 SMEs across the U.K. via online questionnaires. 44 percent of respondents not using search marketing viewed it as too time consuming. More than 55 percent said it was too expensive and 33 percent considered it too complicated.
This reluctance to invest in SEM is not through lack of knowledge; 78 percent of the businesses not doing search marketing claimed they were aware of the SEM tools available to them.
The FSB stress that the importance of search simply cannot be underestimated, and that SMEs embracing it are seeing the benefits. Whilst they can understand why businesses see it as a big investment, they emphasise that it’s definitely worthwile.
Phil Yarrow Consulting’s wide experience in SEM has taught us that it is by far the most cost effective way to generate the maximum return on investment to ensure your business thrives and remains competitive and this is our primary goal for our clients. The FSB agree with us. They view SEM as a more solid investment than, for instance, directory listings. They echo what our own experience already tells us, that “if you’re looking for something, everyone I know goes straight to a search engine” adding,” it’s the most obvious place to market.”
Written by Martin Boulton
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