Tuesday, March 31, 2009

Marketing Your Brand Through Online Search

Companies large and small that understand how important search marketing is to their overall online marketing strategy are reaping the reward of a strong ROI. A former manufacturing client from a previous agency called to check in and rave about how well his pay-per-click campaign is working. They've added a substantial amount of new business from integrating paid search into their online marketing strategy. This is just one example. I hear success story after success story from companies that are looking to grow and using online search marketing as a core component of their strategy.

Case studies like this prove just how valuable search marketing is.  Also, the proof is in the data.  According to data from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, Internet advertising reached $23.4 billion in 2008 - a new record high. Search was largely responsible for that growth at 19 percent over the previous year. 

To succeed at marketing today, businesses must have an online brand that people desire and must be easily found through search and/or other online marketing tactics. Marketing online does not utilize a "build it and they will come" strategy. You must be proactive in helping people to find you.  Just remember search is only half of the equation, the other half is how professional and relevant the online brand you've developed is perceived to be by your target audience.

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