When a Small Business Needs a Marketing Consultant

Why don’t you need a search engine marketing consultant?

Take a moment and consider the reasons why.  Go ahead…I’ll wait…

Have your reasons ready?

I bet they look something like this:

• You already handle your own marketing
• You don’t need another marketing expense
• You don’t think the investment will turn into new revenue
• You’re too small to hire a marketing consultant
• You just don’t need one
• What’s a search engine?

Well, here’s the thing…

You do need a search engine marketing consultant.

If you don’t think you do, it’s because you don’t know what you don’t know.

Let me explain…

I was talking to a prospective client on the phone this morning (the inspiration behind this post).  The guy called in because he wanted to find out how Conversion Pipeline could help him spend his marketing budget wisely.  He has no marketing plan, but knows he needs to do it.  Clearly this guy is ahead of the curve.  Still, the answers to some of the questions I asked spoke volumes about small businesses in general.

First, a definition.  I think of a small business as having revenues between $1 Million and $50 Million.  Maybe this is the small end of the small business sector, but it is a HUGE portion of the sector.

Now, back to my conversation…

After a bit of general discussion, I start in with my fact-finding questions.  The first question out of my mouth is, “What is your average customer value?”

To which he replies, “Well, that depends.”

Immediately a red flag went up.  “That depends?”

Really?

On what?

How on Earth could an average customer value “depend” on anything other than actual customer values?

You see, the reason that answer was given was because – as nice as the guy was – he didn’t know the answer.

“Some of our clients are really big – those are the ones we want.  Some of them are much smaller and we like to avoid those, but we still take them because we want the revenue,” he said.

I have no problem with the business decision to take what you can get.  When you’re struggling to grow, you gotta do what you gotta do.

But I have a big problem with not knowing your average customer value.  Without this vital piece of information, how are you supposed to make any business decisions?  How are you supposed to judge whether or not a marketing program is successful?

The short answer is, you can’t.

And here is the rub from a broader perspective – I think most small businesses would answer the same way.  That is, I don’t think most small businesses have any clue how much an average customer is worth.

See, that type of information is typically figured by a c-level marketing person, or a very well tuned-in finance manager.  Small business don’t have the time – or inclination – to figure this stuff out.

Things a Marketing Consultant will help you learn

There are other things that you’ve got to know:

• How many customers churn?
• How much cross sell/upsell potential is there?
• Which advertising method will drive the most new customers?
• Who are the people coming to your website?
• What do people want when they come to your website?
• What is your website designed to do?
• How many leads does your website generate?
• What is your close ratio?
• How does the sales cycle work when a lead does come in?

I could do this all day.

The point is, most small business owners and managers would never know to ask these questions in the first place.  Moreover, they wouldn’t know what to do with he information if they had it.  At least, they wouldn’t know how to turn it into actionable business intelligence.

And the big point – most small business owners and managers don’t have the time to dig into this stuff.

But it can be the information that makes or breaks chances for success.

Where a search engine marketing consultant comes into play…

I don’t know about you, but at my house, the community Yellow Book doesn’t even make it across my threshold.  It goes in the can immediately.

Direct mail, magazines, local papers, billboards, door hangars, flyers, and outbound selling might all still work.  You’ll have to test in a meaningful way to see if they do.  But the undeniable fact is that the single most important way to acquire new customers is through online marketing, and search engines, specifically.  To tap that, you need to talk to someone who knows what they are doing.

A great search engine marketing consultant will have a strong background in traditional marketing because the same principles apply.  But when we enter the online realm expertise must be layered with technical savvy, understanding of usability, web design experience and advanced training in SEO, Pay Per Click, Geofencing and web analytics.

If your company spends any money on marketing, and you have not consulted with a pro, it needs to be high up on the priority list.

After all, most business owners don’t know what they don’t know.

Hiring a Search Engine Optimization (SEO) expert can significantly boost your online presence and improve the performance of your website. Here are some of the key benefits of hiring an SEO professional:

1. Expert Knowledge and Experience

SEO is a complex and ever-evolving field. An SEO expert has specialized knowledge and experience that allows them to stay updated with the latest algorithm changes, SEO techniques, and best practices. They understand how to optimize a website effectively, which takes time to learn for a non-expert.

Benefit:

• You’ll have access to the latest SEO strategies, such as keyword optimization, technical SEO, link building, and on-page SEO, which can enhance your website’s rankings.

2. Saves Time

SEO is a time-consuming process that involves content creation, keyword research, technical adjustments, and continuous monitoring. For business owners or small teams, time is a valuable resource that can be better spent on core business activities.

Benefit:

• An SEO expert can manage all aspects of your website’s optimization, allowing you to focus on growing your business while they handle the technical details.

3. Improves Website Rankings

One of the primary goals of SEO is to improve your website’s ranking on search engines like Google. Higher rankings increase the visibility of your site, bringing more traffic and potential customers to your business.

Benefit:

• SEO experts use proven techniques, including keyword research, content optimization, and link-building strategies, to help your website rank higher for relevant search terms.

4. Increases Organic Traffic

SEO professionals are skilled at driving targeted organic traffic to your website. Organic traffic is valuable because it consists of visitors who are actively searching for products or services like yours.

Benefit:

• Higher organic traffic means more potential customers, which can lead to higher conversion rates and sales over time.

5. Optimizes User Experience (UX)

SEO isn’t just about keywords and rankings—it also involves optimizing the user experience (UX) on your website. An SEO expert will ensure your site is fast, easy to navigate, and mobile-friendly, all of which improve engagement and help with search engine rankings.

Benefit:

• By improving user experience, your website will not only rank better but also reduce bounce rates and increase user satisfaction, resulting in more conversions.

6. Delivers Measurable Results

A key advantage of hiring an SEO expert is the ability to track, measure, and analyze the success of your SEO strategy. SEO professionals use various tools to monitor your website’s performance and make data-driven adjustments.

Benefit:

• You can see clear metrics like traffic, ranking improvements, and conversion rates, allowing you to measure the return on investment (ROI) of your SEO efforts.

7. Competitive Advantage

If your competitors are investing in SEO, not doing so can leave you behind. By hiring an SEO expert, you can stay ahead of competitors who are trying to rank for the same keywords and attract the same audience.

Benefit:

• A professional SEO strategy can help you outperform your competitors, giving your business a competitive edge in search engine results.

8. Improves Local SEO

For businesses that rely on local customers, such as restaurants or service providers, local SEO is essential. An SEO expert can optimize your website for local searches, ensuring your business appears in local listings, Google Maps, and location-based searches.

Benefit:

• Enhanced local visibility increases your chances of attracting nearby customers who are actively searching for services in your area.

9. Long-Term Strategy

SEO is a long-term digital marketing strategy that builds momentum over time. An SEO expert can help you develop a strategy that delivers long-lasting results rather than short-term gains, ensuring your website continues to attract traffic even after the initial optimization.

Benefit:

• By investing in SEO, you set the foundation for long-term growth, driving consistent traffic and leads over time.

10. Stay Compliant with Search Engine Guidelines

Search engines like Google have strict guidelines that websites must follow. Violating these guidelines through black-hat tactics (such as keyword stuffing or buying links) can result in penalties, which can harm your rankings.

Benefit:

• An SEO expert understands the ethical and compliant ways to optimize your site, ensuring that you avoid penalties and stay in good standing with search engines.

Hiring an SEO expert can bring significant benefits to your business, from improving your website’s visibility and rankings to increasing organic traffic and conversions. Their expertise allows you to stay competitive in the digital landscape, saves you time, and provides long-term value for your online presence.