If you’re hiring anyone to build or repair your website business, you’d better hope that they ask you a lot of questions. The first one should always be, “What’s your story?” The second question: What’s your Unique Selling Point?
An advertising expert and website expert should ask you what do you want your website to say about you?
Who is The Expert?
There are “experts,” “media marketers” who claim to have the fast and easy and cheap way to get website traffic. Non-advertising experts, uneducated writers, unskilled website builders and no talent designers and cheaters who will take your money, tell you what you want to hear and never build your website.
Or a “webmaster” will take your money and not do the work or do crappy work or inept coding or crash your website. After all, you’re not a webmaster. How do you know what they’re doing to your website or if they’re touching it? Is it secure from hackers?
Did you know that sometimes they don’t touch your website but they are getting work done? It’s called Search Engine Marketing and it should be combined with Search Engine Optimization.
The key is to work with someone who has worked in the field of websites for a long time. Talk to their clients. Vet the firm. Find out if they did well by other people or if they failed?
You are going to have to work with this firm for a long time and you need the best, an expert or team of experts who will tell you how to advertise your business online.
So, What’s Your Story?
Any marketer with skill will want to know your story. They need to understand your strategy and they should have had extensive ADVERTISING experience working with those in your field if they’re being hired to build your website.
Who Are We?
The Marketing Square is a highly skilled, experienced website team. We have worked in advertising agencies, have professional writing degrees, professional journalists,
photographers, editors, videographers and SEO/SEM experts who have done this for 15-20 years. Yes, since the inception of the Internet.
We are patient. We’re honest and we choose who we work with. Impatience is not a quality we will endure because what we do takes time. So if you’re in a hurry, call Google AdWords and pull out your credit card. Get ready to pay dearly for those fast results. You’ll have to outspend your competitors. Forever and your website will not be repaired or updated.
We don’t use Google AdWords. Ever. Why?
1. They’re expensive
2. They drive unrealistic traffic
3. AdWords campaigns don’t bring phone calls
4. When the campaign stops, the traffic drops immediately
5. Websites with quality content are forever
6. Quality videos can drive traffic and views remain online forever
You can work with Google AdWords for short-term expensive traffic that is not targeted meaning it yields zero phone calls.
Just getting website traffic, or just getting clicks on ads doesn’t equate to phone calls and e-mail inquiries. You can have a website, pay Google AdWords and watch your inauthentic traffic drop when you pull the credit card plug. There are no guarantees that you can get traffic from Google AdWords, but no phone calls, e-mails or product buys or purchases.
No Story, No Strategy, No Clients
At the end of the day, even Google AdWords visitors have to vet you through your website. Your website must tell your story strategically with your best features forward, with well-constructed, smooth-functioning and have careful design. If quality website traffic was easy, everyone would be doing it and getting it.
Why is it So Hard to Get Qualified Traffic?
Getting qualified, quality traffic means that people are calling you to do business because of what they saw, read, watched on our website. The pressure is on your website to prove that you are better than everyone else online and that your Unique Selling Point makes you the most qualified.
First, they have to find you. Do you have content all over the Internet? Is is old and dated and is it bad press? Is it new, is it current, is it your message?
Google Yourself, Your Business
When people Google you and your business what do they find? You’d better make sure that there’s a lot of information, that it’s well-written and strategic. Your team should also have their story online too. You’re not the only person being Googled.
If you want qualified traffic, you have to earn it. You have to make them want to do business with you because your online story, the case you built online proves it. But you should never ever be selling or saying call me now. Call today. Call me!! Demonstrate that your business is clearly capable and you’ll get the traffic.
Your Competition is Online Longer
Your competitors are those businesses that are like your business in size, services, products and strategy. There may be a dry cleaners on the opposite corner of your business, but it does commercial dry cleaning only. You may be the local dry cleaners for neighborhood customers who need suits, dresses, sweaters, pants, etc. So that dry cleaners is not your competition.
One mile away, there’s a dry cleaners with your identical customer profile. The only difference is their USP is that they’ve been in business for 29 years. You’ve just opened shop. How do you compete?
The answer is in your strategy and your marketing plan. Do NOT launch a website without one. You’ll be grabbing at straws until you sit down and figure it out with an an advertising specialist. You are NOT your client. So don’t write your own copy, shoot your own video, take your own pictures or let a friend or someone’s kid build your No. 1 most important marketing tool. If you do, you’ll get what you paid for.