In the first instance it is vital to acknowledge that, in spite of what Online Marketing companies may tell you, not every organisation will benefit from having a good Search Engine Placement listing. The most evident reason for this is that not every style of product, and in particular service, can be sold on the internet. So if you are in an trade that does not lend itself to online sales you could throw your money away.
A good example of this sort of organisation is a local convenience store. Of course it does a great job, making sure that local people have access to the everyday items that can cause problems if you don’t have any in. However there is definitely no market for these stores on the web. Their customers are local by their very nature and because they do not generally buy in huge quantities their prices are high and therefore not appropriate for online buyers. The only concrete benefit to a company such as this being on the internet is if there was a listing of their opening times and may be address and telephone number. Then those residents who live locally and don’t know they exist can locate them. Certainly not enough benefit there to warrant the spending on Online Marketing.
So the companies that will benefit from the extra sales a high Search Engine Placement placement can bring are ones who have a product that is straightforward to buy online, electrical goods, CD’s, DVD’s Books, etc. If a organisation with this sort of an offering is to make the most of it’s outlay in getting that high search engine placement then it needs to be geared up. Prepared for a huge increase in demand. So sales staff, stock, storage and delivery all need to be taken into account, will every aspect of the process stand up to the increased demand or is there an section that will flounder? The Search Engine Optimization Company that put the business in the top few places will still want their payment whether the business has made the most of the chance or not.
Also a firm needs to be prepared for the number of overseas enquiries. Can you ship abroad, what are the requirements and are there any special packaging implications? If the business offers a service, can it deliver that service abroad? If not you will need to find a way to cope with the many enquiries that you get from overseas and do so in a cost effective way, maybe by selling them on to a provider in their own country. Either way it is critical that there is a process in place.
Lastly a firm that will gain the most from online marketing, if it has covered the above two main criteria, is one which wants to grow. There is very little point in spending budget on obtaining a good Search Engine Placement if the business is happy with current sales figures and does not particularly want to expand. It is almost certain that the online marketing will force this and of course will cause a headache for those at the helm.
Tags: Marketing, Online Marketing, Search Engine Optimization, Seo, web site marketing
