The person who mentored me and taught me how to provide the services I do taught me this important principle for why we do what we do in our business, which is the business of Search Engine Optimization.
Much like when Walmart came through and wiped out a lot of small businesses, Google is kind of doing the same thing to small businesses – they’re just doing it online. So what happens is, if you’re just a local business like a local roofer or plumber, someone who works hard trying to provide for your family, trying to provide good services to your local community, Google wants you to buy Adwords. There’s no secret this is how Google makes their revenue – selling Adwords. So Google doesn’t want anyone getting traffic or any kind of value from Google unless they are paying for it. They can’t do that completely, though, but one thing they do is allow the larger, dominant sites sort of take over the markets.
Say you’re a local plumber, maybe your dad taught you, it’s a family business. You don’t have a lot of choices out there right now to promote your business online.
One choice is to go to third party companies like HomeAdvisor.com, AngiesList, Thumbtack.com, places like that, and what they are gonna do is take a big chunk out of the money you make. They will promote you, but it’s gonna cost you, and they aren’t really adding value for you. What they do is make another barrier between that plumber and the customer that needs that plumber.
Another option you have is you just pay Google by buying Adwords.
A third choice is to go to a large advertising company, and there are several. And what these companies do is convince a small business to make a 12-month contract with them, and they’ll setup a local page for the business and then charge about $3000 per month to manage about $300 per month of Pay per Click ads for the local business. And good luck trying to get out of those contracts! They make it very difficult to leave the contract, and some take an Act of Congress to get out of.
So those are basically the choices most small businesses have … unless they want to do things for themselves.
I come in and sort equalize things for the small businesses. I am able to help them, for a reasonable fee, to connect directly with their customers and to grow their business. I know the people in the businesses I work for. I can help them grow and hire more people and help them achieve their life goals. It’s a personal and meaningful relationship.
I create a Win-Win-Win situation. My clients Win because I come in and help them promote their business in a cost-effective way, they’re able to reach out to more customers and to grow. The Customer Wins because they can now find the best business to help them, not just the one who has the biggest budget for advertising. And finally, I win because I get paid for my services and that is based on my ROI for the client. The fees I get paid are based on the return on investment to the client for the work I’m doing, which is measurable and quantifiable.