Guerilla Marketing and the Internet (part I)

If your company is like most these days, you face a dilemma. You offer a good product, but sales are lagging, cash flow is weak, reserves are dwindling, and there doesn't seem to be fat to cut anywhere. You're afraid to even talk to your bank given the state of commercial lending. For years you've been successful, and you know your company will thrive if you can just ride out this storm. So what can you do?

If your company is like most these days, you face a dilemma. You offer a good product, but sales are lagging, cash flow is weak, reserves are dwindling, and there doesn't seem to be fat to cut anywhere. You're afraid to even talk to your bank given the state of commercial lending. For years you've been successful, and you know your company will thrive if you can just ride out this storm. So what can you do?

There is only one way out, cut expenses and invest in new ways of product marketing. You know your business, and can find where fat needs to be trimmed, but raising revenue in this economy is a much larger challenge.

Traditional advertising methods like print and television take time, and they require deep pockets. In 2009, with spending down and credit scarce, the old ways of bringing in business may no longer be realistic. It's time to get back to basics, marketing by foot and the "sweat of your brow". This is guerilla marketing. In 2009, effective guerrilla marketing takes the form of search engine optimization.

Marketing in the digital age

The best marketing device in the digital age is your website. If this is not the case for you, it's time to rethink your web design and embrace search engine optimization. Not only is a website the most dynamic presentation of your services, it's the most cost effective vehicle to attract new business and regain old business.

When you need to attract clients, the first thing to look for is a friend. Meet your new best friends; their names are Google, Yahoo, and Microsoft's Live Search, and the best way to reach them is search engine optimization. Over 80% of all web traffic goes through the search engines first. Why? Search engine use is free and access to information is unlimited. Consumers can look up anything, including services you provide.

Search engines not only show sites that are the most pertinent, they actually rank them to fit the searchers needs. The higher the rank, the more likely a click through to your site. The more comprehensive your search engine optimization efforts, the higher you will rank

Going from invisible to standing out with SEO

When it comes to gaining visibility, a good search engine optimization company is your best ally. How so? An SEO professional will look at the two most critical factors; your site's construction and the volume of links from other sites pointing to you.

In the next installation on guerilla marketing and search engine optimization, we'll discuss these factors in more detail.

About the Author : R. Harvey Bravman is president of Advanced Digital Websites, Inc.; a Boston search engine optimization and web design firm specializing in custom SEO solutions for business.