With the changes in paid search marketing, generating a return on investment has become more difficult. This does not mean that small businesses should forget about this marketing channel.
This week on Small Business Radio, I spoke with Andrew Worden, who serves as SEMrush's Chief Marketing Officer and leads a team of over 150 marketing and communications professionals worldwide. Prior to SEMrush, he held CMO positions and led global marketing functions at UnitedLex, SoftServe and Cisco.
© Paid search engine marketing powered by small business trendsAndrew says: “With all the inflation and downturns small business owners are dealing with, most recessions only last 10 months, so you need to prepare now for the economic recovery. The key is to be visible online through organic marketing (SEO). He suggests, "Start by understanding the keywords your customers are searching for on Google. Then you can create content for what they're looking for. The more relevant you are to your customers, the more often you'll appear online. But you have to be patient. It can take months to rank on Google."
In fact, to find keywords, Andrew suggests keyword analysis using tools like SEMrush to see what your customers are looking for. "We have 54 tools and a network of digital marketing agencies to help you. But this is where SEO all starts.
Unfortunately, Google is changing things. "So marketing isn't done right ... like other small business changes." But SEMrush will notify you when something changes.
Andrew also thinks paid search is a good investment right now. "During a recession, as demand for media declines, marketing helps every dollar go further. 54% of brands saw improved ROI during the Great Recession. Understanding your audience with lower costs and lower prices is essential to capitalizing on crowded areas and doubling your growth. Long-term." Get your strategies down.
Listen to Andrew's full interview.
Image: Andrew Worden