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Dec
10
Online Marketing Company What To Look For
December 10, 2009 |
Things an Online Marketing Company should never Promise
Online marketing, in particular search marketing is one industry that
is expected to have double digit growth despite the downward economy.
When focused properly the ROI from online marketing can be
significant, the premise being that you need to know what to focus on.
While search marketing can lead to a lot of excitement and potential,
beware of less than reputable professionals.
Red Flag 1 - The Word “Guarantee:” The only thing an online marketing
professional can promise you is to put forth a good faith effort and
fulfill the obligations of the contract. The results of the efforts
are a complete wildcard. Why is this?
- Search engines constantly change their algorithms.
- The agency or professional you are contracting with does not own the
search engine, let alone have any authority of natural search results.
What can you do?
This is where due diligence in the proposal stage
becomes important. Check the company’s references and past clients.
Learn about what successes the past client has observed and learn what
advantages and try to uncover potential shortcomings of the agency or
professional you are considering working with.
Red Flag 2 - a New Website: New sites are exciting, but present many
challenges for search marketing professionals. A brand new site, which
to a SEO professional may include sites less than a year old, faces an
instant uphill battle. At best you’ll be another website with a
proposition of why your company performs something better, faster, or
cheaper.
At worst, you’ll be a website tailoring to a market with no
search volume. In the case of the later, it might be easy for an SEO
professional to get you ranking well, but it won’t do any good if you
rank well for keywords that no one searches on.
- New sites can be more work to rank than established sites that are
at least 3 years old.
- New sites will require a significant effort in the area of link
building because by definition a new site will have almost no inbound
links, a critical component of why websites rank well
- New sites will need other mediums to attract visitors either
offline, or online through pay per click, or affiliate marketing.
What can you do?
Keyword research - In an ideal world, before you hire
a web designer, or consider content strategy you’ll know what keywords
your website needs to discuss. Ideally you’ll map out the keywords to
be discussed within plans of the website’s architecture.
Red Flag 3 - Not Inquiring about your Call to Actions: The reason
online marketing has grown so quickly and been embraced by companies
of all different sizes is that the web has the ability to be tracked
better than any of marketing medium. You would be surprised how many
websites (and professionals) view success online in forms of visits.
The metric that any professional needs to start with, and then work
backwards, is around calls to action. What is the purpose of your
site?
Are you an e-commerce site selling goods and services? Are you a
brochureware site that is looking to receive inbound leads to hand off
to sales? Ask yourself these questions:
- Do you understand what your calls to action need to be?
- Does your contractor understand your business?
- Can your contractor provide reports of benefit of online marketing
progress as it relates to your business’s calls to action?
What can you do? This is where experience matters.
Having a
professional working on your site that understands your business and
has ideas around maximizing the efficiency of your calls to action is
critical.
Search marketing is a fast expanding industry. The need to services is
outpacing the ability to train highly skilled professionals that can
have one on one client facing interactions. Look to spot the potential
red flags of an inexperienced professional, or one that does not have
a good fit for your company. Even within search marketing there are
subsets that a professional typically focuses on, including: pay per
click (PPC), organic (natural) search, content development, link
building, and analytics, among others. Within these concentrations you
might find a particular professional focuses on a particular channel
such as brochureware, or e-commerce within a B2B, B2C, or C2C
environment.
There are a lot of inexperienced online marketing professionals that
can do more harm than good. Though typically well intentioned, they
either lack the experience to analysis your business or are likely to
take shortcuts that go against online marketing professionals because they
guaranteed a particular result.
Before you pick a search marketing
professional, ensure you are selecting the professional that
understands your business and has the capabilities to bring your
website to the next level.
A Sr. Account Manager at Atlanta search marketing agency TwentySix2
Marketing, Keith Hanks has a passion for Atlanta online marketing
services and content strategy services.
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