I was talking to a prospect the other day who got it. He understands that web marketing never ends. You can’t just “SEO” your website and be done. It is a forever-moving goal post.
That poses a problem for us web marketers trying to put together web marketing proposals. Because there is always something more to be done, the only limit on any web marketing campaign is the budget. When prospects want to know how much web marketing costs I turn the question around and ask them, “How aggressive do you want to be?”
Of course, every site is different. What is extremely aggressive for a small site could still require fewer man-hours (and smaller investment) than a very low aggressive campaign for a much larger site. The success of a web marketing campaign isn’t in the cost so much as it is in the level of aggressiveness with which you want to go at it.
If you are lower on the aggressiveness scale, your results will reflect that. It’ll take longer to get the results you want, and they’ll also be less spectacular than you hoped. Your SEO will be limited in what they can focus on, steering your campaign to get one aspect of web marketing moving in the right direction before expanding to another.
But if you’re at the high-end, then results will come a lot more quickly as you’ll be able to focus on all areas of web marketing simultaneously without sacrificing quality in any.
Even with a low-aggressive campaign, the ROI will come, but that has to be tempered in patience. Many business owners suggest starting small then reinvesting into web marketing once the ROI is there. That sounds like a good strategy, but the problem is that it takes a lot longer to get that ROI, leaving nothing to reinvest for a good while.
But once you’re getting ROI, good things start to happen. And so long as you are at less than the most highly-aggressive campaign level, it’s a good idea to reinvest that ROI back into it. If you can profit $2 for every $5 spent, why not spend $10 and profit $4? Or spend $10,000 and profit $4000? Remember here, I’m talking about profit. Everything else is paid for and that profit goes into your pocket.
It takes a long time to get your web marketing campaign to max out your ability to profit. There is a lot to optimize. Not just pages and keywords, but landing pages, conversion paths, messaging, etc. Everything you do should be done to improve your ROI.
ROI growth only stops when you do. When you stop investing in your web marketing, your ROI comes to a standstill. If that’s you, you’re leaving profits on the table. If you won’t pick them up, your competitors will.