Today’s Tip
Best Practice: Launch or Grow Your Brand with SEO (Search Engine Optimization) organic search and explore PPC (Pay-Per-Click)
Today’s Article: Launch or Grow Your Brand with SEO Organic Search versus PPC
Online marketing through search engines is critical to the success of a brand launch or growth.
Today most people will locate your website through a search engine than going directly to it. According to Jupiter Research, a Forrester Research company, 81% of users find their desired destination through a search engine.
Research makes it clear for a successful brand, it needs to have a strong search engine presence. Search engines make it is easier for people, who desire your type of product or service, to find you.
According to SEOmoz organic results are 8.5x more likely to be clicked on than PPC or paid search results! But PPC has higher conversion rates i.e. they are 1.5x more likely to convert a click-through from the search engine.
Now you have a decision to make: SEO (Search Engine Optimization with organic search), PPC (Pay-Per-Click with purchased ads on a Google search) or both.
First, let’s start with your advertising, marketing and branding budget. Typically companies spend 5-7% of gross sales, depending on the type of business and rent. For example is your sales are $50,000 that is $2500 to $5,000 for the year.
Action Step: Write down your budget
Projected Annual Gross Sales ______________
Promotion Budget (5-7%) ______________
Promotion Areas
Website and Hosting ______________
Social Media ______________
Business Cards ______________
Collateral Materials i.e. Rack Cards ______________
TV, Radio, or Print Ads ______________
Direct Mail ______________
Exhibiting ______________
Other ______________
Total ______________
Note: Based on your budget, do you have dollars for Pay-Per-Click?
Recommendation: First, focus on maximizing your SEO i.e. use the free Goggle Keyword Planner Tool. Next, when you have a budget that affords PPC, first study sucessful PPC strategies, try it, but give it a fair try.
Next Brand Post: Setting up and Accessing the Google Keyword Planner to Improve your SEO
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