Organic Search Marketing – Cost or Investment?
Summary of “Organic Search Marketing – Cost or Investment?”
Organic search marketing sounds like a healthy thing for your business or church, but is it? In this video, Mark and Kurt Steinbrueck, with OurChurch.Com, discuss the importance of organic search marketing and how it can be an investment to your company.
Organic Search Marketing is an Investment!
With organic search marketing you are spending money with a purpose in mind. It could be your business wants to sell more products, or that your church or school wants to bring in more visitors or students. For some companies, it will be easy to track the progress made by using search marketing. You can evaluate what you’ve spent versus the amount of money you have brought in, and can clearly see your investment margin. For others, like churches, it can be less clear cut, although still traceable.
For example, as new visitors to your church become regular attendees and begin to tithe, you will be bringing in more money in your offerings than you are spending for your marketing. For churches too, this is not just about money, but by bringing more people in to your church, more are hearing the Word of God and participating in ministry. Now that’s a win-win!
Organic Search Marketing Takes Time
You want to be aware as you are starting out with a search marketing campaign that it will take time. The amount of time can vary for each company or church, but it is a process. When you start out you might not be making much back initially. In fact, you might be spending more than you are bringing in for a period of time. But as your site authority starts to grow and as you improve in rankings, you should break even and eventually start making more than you are spending.
You want to be aware of the cost and budget for the initial period when you are spending more than you are making. You also want to set and track measurable goals. Using something like Google Analytics on your website can be a great way to do this. If you are a church, it may be harder for you to track your progress online. You should consider a way to determine if your marketing is working.
For example you may want to ask visitors how they heard about you. If you have a visitor information request form, ask them how they found your church. You can track that information in an excel spreadsheet. Tracking and evaluating your progress will allow you to answer the question “Is our search marketing working?”
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