Traditional marketing aims to get the right message to the right person at the right time. This is easier said than done. For example one of my new clients is a workplace design agency based in the south west. They transform the interiors for companies around the UK including offices, financial services and retail.
Looking for a needle in a haystack
Potentially, there are a huge number of companies across the UK that would benefit from their expertise. There are over 500,000 companies within 80 miles of their location. However, only a small proportion of these companies would be thinking about workplace design on any particular week. The chances of reaching the right individual in the right company at the right time with the right message is like finding a needle in a haystack. For many companies the cost of doing this using traditional marketing is prohibitive.
Attracting target prospects to your website
I advise my clients to make it easy for people in 'buying mode' to find them. One of the strategies I recommend to my clients is Google Pay Per Click Adwords. I have been using Google PPC for over 5 years to help attract target prospects to my customers' websites.
I set up a 4 week Google PPC test for my south west client, spending just £10 per day on media. As a result of their £310 Google media investment they won a new client: an African company that was opening a new London office. There was no way that client would have heard of them, let alone contacted them without the Google campaign.
The value of the 1st order was £140,000 which is over 450 times their media investment. Not a bad marketing return on investment!
Use the search box on the right to find other blogs about Google PPC.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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