This post brought to you by Bing Network. The content and opinions expressed below are that of Jason Yormark.
To succeed at building small business marketing strategies, you have to find a reliable way to bring in low-cost leads. As an SMB, your budgets are tight, your time is limited, and ROI is a matter of life or death when it comes to modern marketing campaigns. Online marketing strategies are an excellent avenue for small businesses because they’re cost-effective and easy to measure. Creating a strong, scalable online marketing strategy helps you to:
- Attract new customers through targeted paid search campaigns
- Engage and nurture leads with marketing materials that actually speak to customers in a niche market
- Develop high-impact search strategies with limited budget, time and resources
By optimizing your process of marketing, advertising and promoting your small business products or services online, you’ll be able to set up a recurring stream of leads so you can attract and retain customers and improve your bottom line. There are several advantages to incorporating pay-per-click marketing into your small business online marketing strategy:
- It’s more cost-effective than the alternative: PPC is known as “inbound marketing” because the leads come to you. Outbound marketing techniques (like display advertising, email campaigns, and cold calling) are much more costly on a per-lead basis.
- It’s measurable and data-driven: Online marketing techniques such as PPC are much easier to measure than other forms of advertising. You’ll know exactly which keywords bring in qualified traffic and how much you’re paying per click and per lead.
- It’s repeatable and scalable: Once you know which keywords are most profitable, you can iterate on those campaigns, finding related long-tail keywords and optimizing those ads and landing pages to bring in even stronger results.
For many small businesses, the barrier to entry is cost. Rather than just assume Google AdWords is the way to go, there are other alternatives. In February of this year, the Microsoft Bing search engine inched up to claim approximately 21 percent of US search market share up 1% from last year. While the volume may still be lower, it’s on the rise, and many small businesses are finding the cost/revenue to be quite advantageous. Check out the screenshot below from an actual client using a variety of ad platforms big and small including an ad spend of $200 on Bing that they were able to generate $4,317 in revenue with.
Regardless of your time or budget, their are always alternatives to the obvious when it comes to marketing your business. Learn more about Bing Network and how you can take advantage of affordable marketing strategies for your business.