Search Continues to Change

My efforts on behalf of my customers revolve around the same issues that have always confounded business owners/managers. How to present your products or services to the right people, at the right time in the right venue. Giving them a clear path to doing business with you.

Internet Marketing History – Like most new things, the internet was over-hyped and could not deliver in the early 2000s. Many of you tried things (that cost a lot of money) and didn’t work or other marketing had better ROI. In many conversations now I hear “the internet just doesn’t work in our industry”. Well – it works for your competitor. And they are getting better at it every day.

Then & Now – There was a time when the “yellow pages” was a must for a local business owner. I was in over 13 books at one point with my company. Their value today is almost non-existent to most B to B companies. I pumped a lot of money into trade shows. Today you have a trade show anytime you want (and it is a lot more comprehensive). Direct mail was once a driver for business…today it is used to drive clients to your website.

• The New Minimum – We know that industrial customers buy differently than retail customers. Pew Research tells us that 97% of industrial buyers use search at some point in the selection of a vendor.
• You must be there – if you do not have a professional website with excellent content – you don’t exist to a huge segment of the population.
• You must be found – seems like something I shouldn’t have to say, but you would be surprised how many companies spend a lot of money with web designers and no one gives a thought to marketing it or making it search friendly. Like printing a beautiful catalog and sitting it on the interstate…hoping someone will find it.
• Your content must be relevant – clients who wind up on your site must see or easily find what they need to complete their task. Location, hours of operation, product specifications, easy ways to contact you are all absolute minimums…more is expected.

To those who understand and correctly use the internet it is the most cost effective tool ever available to a business person. I would love to help you navigate these very productive waters. It begins with a conversation…..email me…Ron Gilleland at Gmail.com .. or use this contact form.