A little while back I met with a disheartened business owner whose main competitor was located across the street. He explained in great detail how over the last few years he’d stare out his office window in envy while he watched traffic come in and out of the parking lot up the road. “How can I get my piece of this traffic?” he asked me?
As digital marketers, we get asked this question all the time. I explained some Internet Marketing basics. We discussed his website, searched some industry keywords in Google to see who came up and then I continued explaining the benefits of good on-page optimization and its role in search. We finished by comparing his website to his neighbours and I pointed out some very obvious differences.
“I want that, he replied! Can we do that?” Of course we can I answered enthusiastically, give me a week or 2, let me dig a little and we’ll put together a digital marketing strategy that I’m confident over time will produce great results for your business.
As promised, I met back with the prospect a few weeks later and reviewed the proposed strategies and associated cost in its entirety. His angered response threw me! “How dare the search engines make it this complicated, costly & time consuming for a simple business like mine to be seen and found online”?
For those who know me, tact isn’t always my strong suit, so I asked him bluntly “Why do you deserve to be on the first page of Google”? He stared back at me in frustration and shrugged his shoulders. Your neighbor has been working diligently for years at establishing a strong online presence. They’ve been patient, worked hard and most likely spent hard to fill their parking lot day after day.
The moral of this story is simple. Any marketing, even Internet marketing is not a magical turnkey solution that’ll provide your business with overnight success. It’s neither a race, nor a sprint; it’s a marathon that you as business owners need to be committed to both mentally & financially in order to see profitable ROI’s.
When considering digital marketing strategies, business owners should understand first and foremost 3 general rules.
The way we search, investigate and absorb information evolves faster than it ever has before. My advice…stay current, run the course and don’t ever be afraid to try new marketing channels!
For more information on how digital marketing in Ottawa & Canada can help your business produce outstanding revenue generating leads through the Internet, contact the experts at WSI eStrategies in Ottawa today!