Should You Outsource Your Search Engine Marketing?
About 114.5 million Americans use search engines, according to Nielsen NetRatings. How many of them might be interested in the services, products or information
presented on your website? Thousands? Hundreds of thousands? Millions? Most search engine marketing programs only scratch the surface when it comes to
attracting traffic to your website. There is a huge audience of potential customers searching for a product or service you offer. A detailed, strategic search
engine marketing campaign could bring millions of new visitors to your website. Not just any visitors — qualified visitors who are searching for what you have to
offer.
The search engine marketing industry has exploded during the last few years. In 2003, companies spent an estimated $2 billion on search-related advertising and
analysts expect the market to triple during the next three years. As a result, launching and managing a search engine marketing campaign is becoming increasingly
complex and time-consuming. More and more businesses are delving into natural search engine optimization, pay per click programs and conversion tracking and as a
result, the competition is getting fierce and many companies — perhaps your competitors — are already outsourcing their search engine marketing.
The countless companies that have left search engine marketing to their IT department are learning that simply submitting their websites to hundreds of search
engines and taking a "needle in the haystack" approach will not deliver the results they need. In fact, they are finding that it can even cause severe damage.
Think about it. Would you really leave your brand image in the hands of your network administrator? If not, then why would you allow a technology department to
determine how your website appears in search engines, or if it appears there at all?
Truly effective search engine marketing is an ongoing process, not a project. It requires knowledge, experience, research capabilities and continued measurement
and analysis. Hiring a specialized search engine marketing firm is the best long-term solution.
Ad agency clients can enjoy the same benefits and superior results that companies working directly with SEM firms can, by having their agency partner with a
search engine marketing specialist who can deliver solid results and improve their clients' online marketing ROI. By outsourcing clients' search engine marketing
programs, ad agencies can provide the expertise of a professional, full-service search engine marketing firm to their clients.
Weeding Through The Clutter
With so many search engine marketing vendors offering a wide range of services and pricing, it can be difficult and confusing to weed through the clutter. Why
choose one company over another? It all depends on what you need, what results you'd like to achieve, and what level of services will suit you best.
When researching search engine marketing companies, there is a lot you can do to help make your decision a bit easier. Ask to speak to current and former clients,
as well as partners. Attend industry-related conferences, seminars and webinars. Talk to attendees and presenters, including online marketing industry analysts,
and get their advice. Review MarketingSherpa's Guide to Search Engine Optimization Firms. Once you've narrowed down your list of potential vendors, visit their
offices and meet their staffs. Take a look at results they've achieved for their own clients. See if they've published any articles in trade publications or offer
any white papers or industry research. You may even want to review their financial records to ensure the company is stable.
Learn more about why iProspect is the right choice to deliver outstanding, industry-leading search engine marketing results.
