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E-Marketing Performance Blog

Why Your Digital Marketing Should Cost More Than Your Rent

Digital marketing investment

How much do you pay to rent your business space? No, don’t tell me, just get that number in your head. If you don’t know it, take a guess. Did you add in maintenance? Be sure to figure that in too. Now, take that number and compare it to how much you are investing in web marketing.

Which costs you more?

If your business rent and maintenance cost more each month than you are investing in web marketing then you’ve got some misaligned priorities. Why? Because if you’re like most businesses, your physical location gets a fraction of the visitors as your online presence. And if not, well, we just found the reason why!

Your Web Presence is Your Virtual Office

Your website–nay, your entire web presence–is often the first point of contact anyone will have with your business. Think of your web presence as your virtual office, which is exactly what it is–only with far more potential.

The traffic your office gets pales in comparison to the traffic you’ll get with a well executed (and invested in) digital marketing campaign. More clients and customers will find you online than will ever set foot in your physical office. This means that whatever care and expense goes into your office should be at least equaled, if not surpassed by, your entire web presence.

Think about the lengths you go through to maintain your office, inside and out. Factor everything in: Every decoration, every piece of equipment, every special touch, every expense, including the cost of the lease. Whatever that total comes to should be the starting point of your digital marketing campaign.

The thing about your office is that it only impacts those who already know about you and are there to see you. Your web presence, however, has potential to impact thousands more, turning them into customers as well. It reaches people that would never see your physical location otherwise–or at all.

Where your office is passive, your web presence is active. Where your office can give comfort, your web presence can give solutions. Where your office provides an opportunity for sales, your web presence is actively generating new sales opportunities.

Truth be told, your web presence can do more for you than your office ever will. I understand that you can’t cut out your rent, but is your rent giving you any ROI? We know your web presence will, so why aren’t you investing more there?

Checklist for web marketing investment

  • Assess your non-ROI generating costs
  • Invest that into your digital marketing campaign
  • Cut non-ROI generating expenses as necessary

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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