Dealing with marketing challenges is a popular topic at the beginning of the fiscal year because resources have been allocated to solve the problem. The real question is how do I use those resources to get the greatest return? We believe marketing is an investment and not an expense; at the end of the day, marketing is about buying customers. Testing and measuring is the way to evolve any successful marketing campaign.

Another similar question is how do I target the audience that is searching for my business? I’ve attempted to provide some guidance in this issue of search engine marketing news, but specific answers come with specific questions. What’s yours?

• Reaches a local target audience within a specific geographic location - without wasting resources on nationwide campaigns that might well be irrelevant
• Saves money on the yellow pages by moving marketing dollars to targeted Internet sites
• Delivers busy prospects who are searching for local destinations, directions and transportation
• Creates and updates coupons easily, verifying return on investment
• Connects with growing mobile search usage

Often, a web site design company does a few aspects of search engine optimization but does not really do what it takes to gain top rankings. Companies can get roped in on this claim because a firm does a great job at web site design or because the client has “one-stop shop” syndrome, and so assumes a design firm is equally skilled at SEO.