The Big Wave Blog

Some clients are looking at search engine marketing like it is the new magic pill, the fountain of endless sales and revenue. You imagine that all that stands between you and your target revenue is this thing called Google…

But wait, your search engine marketing firm can be the Knight that will help you ride the revenue unicorn into the rainbow.

WAKE UP!

You are expecting search marketing to solve all your life’s issues? Seriously, get some help.

Have you considered these points before seeking the magic pill?

1. Are you special? What makes you different? If your business has nothing special to offer, the Google Gods are not going to grant you revenue just because you decided to get into search marketing.
2. What are your goals? I hope they are better than these:
   • “I want to take out my competition!”
     Where? On a date? To demolish your competition online, the first thing you need to do is a lot of introspection about your business, your market, and numerous factors that impact your industry. Waking up one morning and expecting the search engines to solve your business revenue issues is not going to help. However, once you have a solid business plan, a search marketer might be able to help you get there.
   • “I want ROI.”
     Thanks, genius! I thought you just wanted to donate money to Google. They seem really cash-strapped. (NOT!) ROI can be a great benefit of search marketing, but it is not a goal. And search marketing cannot be judged solely based on ROI. You are dealing with human behavior which, needless to say, can change. Besides, you have thrown a third party in the mix (the search engines) who are not existing just so that you can have “ROI.” ROI starts with having the right website, a ripe online market that is not too saturated, and a hundred other factors.
3. Are you counting on consistent results year-round?
   OK, July and December don’t have the same weather, holidays, or buying patterns. Why would you expect consistent results online? Save yourself and your search marketing company the heartburn by realizing that results will go up and down depending on the season. Learn from these changes to improve on future seasonal and overall strategies. “Nothing endures but change.” - Heraclitus
4. Are you trying to run a 100-meter sprint?
   Think search marketing will turn your life around in a week or a month? More like 3 months to wipe out all your misdeeds… and then you can start to see a campaign take shape. I usually make clients repeat after me: “It’s not a sprint, it’s a marathon.”
5. Are you a repeat offender?
   Don’t keep doing the same thing and expect different results. Hiring a search marketing company just to sign off on your usual strategy is not going to get you anywhere. If you want to see results, be willing to step out of your comfort zone and try something new.

These are just some of the challenges and misconceptions we face in our line of work every day. Search marketing can be a great way to build your brand, increase your revenue, develop your company image, reach new customers, etc. But we do need more than a magic wand. What search marketers need most is for clients to communicate their goals, business issues, seasonal offers…all the things that can impact an online marketing program. Then we need some trust, some time, and some willingness to change.