A friend recently asked me “Alvin, where do I find the best places on the internet to advertise my business?”.

Well….

… it’s simple, really, and complicated…

 

There are 2 scenarios…

1. You have your own website.
2. You don’t have your own website.

 

If you have your own website, you probably want people to come to your website, and see what products/services you offer, and call you.

 

If you don’t have your own website, you still want people to find you and call you.

 

Most people in South Africa these days, when looking for a product or services, go to Google to find it. I know this because, of the 30 000 + visitors I get every month to my Business Directory , 90% of them find my site through Google.

 

If your website is new, unless you have a VERY niche product with virtually no competition, your website won’t feature in the Search Engine Results for a long time.

 

So…

…what to do?

 

Here’s the simple part.

Sit in front of your computer. Go to Google Search. Pretend you are a customer looking for the product/service that your business offers. Type in the keywords that would find businesses offering such products/services, and click “Search”.

 

I know…

…It sounds obvious and rediculous…

…but you won’t believe how many people overlook this simple thing.

 

So what now? The results came up, and you are staring smack in the faces of your competition! Oops.

 

So Alvin….my customer just found my competition….

…Big deal!

 

But look carefully. In between your competition’s links are a few portal sites. A few sites that allow businesses to advertise for free or at a cost.

Those are the sites we are interested in.

 

If your business shows up on someone elses website, on the first page of the Search Results, so what! As long as your business shows up!

Go to those websites, and advertise your business there.

Here’s where it gets complicated.

To pay…

…or not to pay…

…That is the question.

 

Now you’re thinking….. Yeah. Here comes the sales pitch. Don’t worry. No sales pitches here. Just honest, practical advice.

 

How much would you pay for a newspaper ad per month? R500.00? R900.00? Sometimes even more.

In most cases, the portal site won’t charge you more than R100.00 per month, unless there are some specific features you want with your ad.

 

So what’s the difference between a paid ad, and a free ad?

 

Free ads allow you limited features on the site (remember the old saying: “You get what you pay for”). In most cases you can put your business name, telephone number, and an email address. That’s it. And don’t be surprised if there are other, sponsored ads looming close to, or within your ad. After all,…

…you’re not paying for exclusivity, so you can’t really complain.

 

Paid ads allow you exclusivity, higher placement above free ads, and more features, such as a link to your website (good for ranking, because the more links you have to your site from other relevant sites, the better your ranking will be in the Search Engines), a full description of your business and your products/services…

..AND THEREIN LIES THE ANSWER!!!

 

You think I’m making this up? When was the last time you got something for nothing? Think about it. If all your competitors had free ads on a particular portal site, you would be in the same situation. Only one or two will feature in the Search Engine Results.

 

So why do paid ads do better?

When you are allowed to fully describe your business in your ad, there are certain keywords that are repeated in the content of your ad. The Search Engines see those ads as more relevant than an ad that just has a name and contact details, so the ad with the relevant content will always outrank those without.

……..AHA!!!!

“That’s why I get no leads from my marketing efforts. ‘Cos I’m a cheapskate!”

 

In any business, you know you are going to have to invest some money…

…but for some reason…

…people have this notion that they can advertise on the internet for free, and rake in the cash…

…IT’S ABSURD!

 

The most successful businesses in the world know one thing…

…EFFECTIVE MARKETING IS CRUCIAL.

 

Call any successful business, and they will tell you that up 50% of their expense budget is allocated to marketing…

… UP TO 50%!!!

And you thought you could get away with free advertising.

 

Next …

…“Return On Investment , or ROI”…