Building a thriving business and a strong brand currently necessitates the use of the web. Getting enough consumer attention to drive a start-up to success, however, could prove challenging. Although companies are often tempted to rely solely on PPC in order to obtain web recognition, this method alone will not suffice when it comes to establishing goodwill, building a trustworthy brand and closing deals. Following are 10 reasons why PPC is not enough.
1. Proactive reputation management is essential.
Consumers have more power than ever before when it comes to shaping the images of companies. With PPC, growing businesses find themselves thrown into the spotlight long before they have the opportunity to foster trust and truly learn their markets.
2. Inbound marketing moves consumers through the purchasing process.
Inbound marketing can be streamlined to meet the needs of people at different stages of the buying process. This gives companies the best chance to make conversions while consumers are on their pages. With PPC marketing, businesses can only hope that they are delivering the right messages when web users click their links.
3. Consumers are more adept in identifying organic listings.
Although search engines have tried repeatedly to make PPC listings blend in, consumers are still adept in identifying these. More importantly, sponsored listings are viewed and used differently by web users. Even consumers who are intent on buying having an inherent distrust of companies that are reaching out with the sole purpose of selling to them.
4. Streamlining your products becomes easier with organic outreach.
Inbound market provides the perfect opportunity to learn more about your market. This will allow for greater efficiency in product development and an increased ability to intuit the needs of prospective clients.
5. Qualified traffic is inherently more valuable.
Luring in targeted prospects who are ready to buy is far more profitable than paying for random clicks. Although a paid link might generate a lot of traffic, none of these visitors is guaranteed to close deals.
6. Search engines don't work like they used to
Search engines are working harder to give consumers hyper-local results and to take stock of conversation cues and search patterns. These changes have diminished the effectiveness of PPC listings by making them far less needs-specific than the organic links that lie just beneath them.
7. Inbound marketing campaigns retain their value.
Pay-per-click advertising is only going to provide short-term returns. Every element of a web-based, inbound marketing campaign, however, will continue to work for you indefinitely. Thus, a single investment will provide continual benefits, whereas with PPC, you are looking at limited profits and a much shorter range of efficacy.
8. PPC doesn't produce word of mouth advertising.
Word of mouth advertising is invaluable. Unfortunately, this is something that PPC rarely generates. Few consumers are talking about sponsored listings, but tons of web users are discussing the latest advertising videos and social networking campaigns from up and coming companies.
9. Manage your expenses.
Many companies find that they have little control over how much their PPC campaigns produce and how much they cost. With organic efforts to promote a business, spending can easily be curtailed and you'll have total control over how much money you generate.
10. Make a lasting impression.
Every effort to earn an organic, first page rank is going to make a lasting impression on your market. While most consumers glance right over sponsored listings, many are paying attention to high-value sites that have been strategically structured for meeting the greatest range of consumer needs.