After discussing the state of today’s economy and its effect on retail buying patterns with one of my customers, I’ve discovered that in almost every industry, the public’s buying pattern has changed to purchasing items for a long term investment instead of short term fixes. This got me thinking on the implications the economy has on marketing and what should be considered “smart marketing solutions” in the current economic situation.
As all economists and financial analysts have indicated, the shopping and investing patterns of the general public depend on their economic outlook. When the overall financial situation of the country stands on shaky ground, their perspective on the economic outlook starts to change. Individuals start to think more into the future and develop more long-term goals for their business. Questions such as these arise:
- What is a smart, long-term financial investment?
- What can I do long-term to make my business not only survive but grow?
- What can I do to (for the lack of a better word) “outsmart” my competition and capture a larger market share in my industry?
When trying to analyze various marketing efforts and their implication in the long-term vs. short-term range, I’ve tried to position our company and examine where our products and services fit into the mix. What we offer with web design, search engine optimization, conversion optimization, and general online marketing perfectly fits into the long-term criteria of a marketing mix. Instead of investing your limited advertising dollars into a short-term medium that has a limited exposure time with your target market, why not invest into a service that not only functions without an expiration date, but actually presents itself as the way of the future in marketing.
Don’t get me wrong-I’m not saying that short-term marketing efforts such as direct mail, newspapers, magazines, radio and TV ads are the wrong way to advertise. These media can be great when trying to stir hype and generate quick leads. However, when it comes to the duration period of these efforts and overall return on investment, the results fall short of most marketing expectations.
Unlike short-term marketing efforts, web design and search engine optimization can and do produce long lasting results when implemented property. A properly designed website with accurately positioned conversion optimization techniques and advanced search engine optimization produces outstanding, quantifiable results with high return on investment ratios.
I’ve always been a numbers person (not saying I’m great at math), but when presented with the number of overall clicks generated to a website, the number of those that came from search engines, and the number that converted to leads and sales, it’s not hard to extrapolate and calculate the potential return on investment for website design. Even if a business owner has a poor conversion ratio, when it comes to incoming leads to generated sales, the investment still pays for itself over and over.
As a business owner, instead of considering quick fix, short term solutions that almost never pay for themselves, contact our professional team of experts and see how an affordable investment into a proper website and search engine optimization set-up can set you on the right path for long-term profits.