Email Marketing – An Answer To SEO And AdWords Woes
Let’s face it. Despite all the hype about Search Engine Optimization and Pay-Per-Click advertising on Google, for small online businesses struggling to build brand presence and generate sales, these solutions are simply not viable.
For a start, the high quality keywords that you want to advertise are simply cost prohibitive. Small businesses with limited budgets cannot compete with large companies that have virtually unlimited resources. As a result, in the search engine bidding process for quality key words, small businesses are often left with crummy keywords that have very limited traffic and/or are not sufficiently relevant enough to generate quality clicks. Getting relegated to the third or fourth page results in poor click through rates and poor quality of clicks.
So is the answer than to improve organic traffic from search engines? Theoretically yes, but practically no. While there are hundreds of Search Engine Optimization companies out there, I have yet to run across any one that can guarantee top listing — inclusion in the first 20 search results – for the keywords that really matter to a small business. Moreover Google’s page ranking algorithm makes it extremely hard for small businesses to get high page rank. There are millions of sites that point to IBM but only a handful that point to no name computer software or services company. And there is no easy way to solve this problem. Purchasing entry in directories designed solely to elevate ones page rank is not an effective search engine optimization strategy.
So one and probably only viable alternative for online marketing for small businesses is email marketing. Email marketing is not only a great way to improve your relationship with both prospective, and existing customers but it can generate quality leads. The key factor for success in an email marketing campaign is access to quality email lists. There are a number of vendors out there including large publishers of business information such as InfoUSA. But if you want something that is affordable and high quality, there are companies like Walker’s Research (www.walkersresearch.com) and ZoomInfo (www.zoominfo.com) that provide quality business and email lead lists. The second important factor in driving your success is to use the services of a quality email marketing company. You need a company that understands the nuances of the CAN-SPAM regulation and can help you comply with this regulation.