As the owner of a small-to-medium size business, you know how important it is to attract new customers and convert them into paying clients. But what’s the best way to find prospects these days?
Renowned marketing expert Gary Halbert is famously quoted as having asked his students: “If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?”. The students typically respond by saying that they would want the lowest price, or the best-tasting hamburger, and so on. But Gary stuns his students by telling them: “OK, I’ll give you every advantage you want if I can have just one”.
“What is it?”, they ask.
“Give me a starving crowd!” he tells them.
Search engine advertising delivers the starving crowd that you’re looking for: According to Yahoo! and comScore, 89% of consumers research products and services online before buying them.
With search engine advertising, you can place your business in front of the people who are searching for the products or services that you offer – at the precise moment that they have a need. No other advertising medium today can do that.
Search engine advertising isn’t just for big companies. Growing businesses can compete with larger ones — because the quality of your ad campaign, your website, and the relevance of the user’s search (the word or phrase that triggered your ad to appear) carry much more weight than the size of your business. Not only can you control who will see your ads, but your ads will be effective whether you sell a product or a service and whether you have a large budget or a small one. By adding search engine advertising to your marketing mix, you will see a measurable impact on the number of new prospects you are able to attract to your business.