Five Myths of Search Marketing

Jon C. Coward, VP of Internet Marketing

The new Wolf-man movie is finally here. I’ve always had a fear of werewolves ever since I was a kid, but I know they do not exist. However, a powerful image has been created in my head that defies logic, reason and science. It chills me to the bone with logical reason why.

So, why am I talking about werewolves and creatures of the night in a search marketing blog? It’s a simple reason really. It seems the same type of unfounded beliefs are happening when it comes to search marketing and the Internet. So, I thought I would take the opportunity to clear these myths so we can all turn off the lights and sleep better.

1.  Customers will beat down my door when my campaign begins.

Reality check: Unfortunately, that is not the case and no, the internet is not a magic portal of unlimited business potential. You’ll see plenty of websites promising the moon and untold riches. However,  the bottom line is – yes you do have to let people know that you exist.  Internet advertising allows you to do just that, but tune it to people who are ready to buy your exact services.  Let’s face it, no matter how good you are, no matter how great your product or service may be, you won’t rich overnight. You can however, get rich slowly.

2. I can do it myself easily, I read a book/website

Reality check: A book or a website is a good start, but I will guarantee that you will spend either far too much or far too little. The web is also growing and changing constantly. So you have to think about when was the book or website written and can you keep up with what’s new on your own? A book or website can tell you what you site should be, how to position it and how internet marketing works. But just like a car, when it starts moving it’s a whole new ballgame. Professionals can build a web campaign that is not only just ready to receive traffic and direct visitors, but they will direct the course of action you want visitors to take with the ever-changing compelling reasons to take that action.

3. Google gives me all the tools I need

Reality check: Google will get you a lot of traffic for a lot of money if you follow their advice.  It’s their business to make money. Their keyword sugegstion tool will even give you good suggestions – the same suggestions to everyone for popular terms. Popular terms can cost a lot and this can only lead to the bids going higher and higher.  Remember, it’s not about getting traffic, it’s all about converting visitors to customers. Google will help with that too just like a manual will help you fix your car…. but do you really want to take it on?

4.There’s too many advertisers for me to stand out

Reality Check: The right campaign, with the right message, in the right place will get you traffic and buyers. Let someone who knows what they are doing cut through the clutter. There’s a lot of clutter out there. Don’t be clutter.

5. Web Design means nothing.

Reality check: If you are serious about branding and about being professional, then you can simply not neglect the design of your website. The professionalism of a website can be the difference between a sale and a bounce. Especially if you are unknown company to the buyer. It’s not simply enough just to have a website. A professional website goes a long way towards credibility and trust.