Online Marketing: Five Key Numbers

The goal of online marketing is a prominent position in search results, paid or organic, which translates to increased conversions and profits. The elusiveness of this goal guarantees the viability of marketing firms who specialize in diverse strategies--from SEO to PPC to content marketing.

This elusiveness, of course, also often translates to business failure--an oft-quoted number for failure is 90% (see below).

So should entrepreneurs avoid online business? To do so, of course, is to avoid modern business itself--to flourish in business today, you must flourish online.

Actual evidence suggests that 50% of all businesses fail within the first four years of operation. The oft-quoted statistic above, repeated by the likes of Neil Patel without any citation, places the failure rate much higher. No matter the number, Patel's point rings true:

"Very optimistic entrepreneur[s] need a dose of reality now and then. Cold statistics like these are not intended to discourage entrepreneurs, but to encourage them to work smarter and harder."

The reasons for failure vary, from incompetence to inexperience, yet most successful online businesses understand: Beyond basic competence and management, an online business must market its product online. So why do so many businesses fail at this level?

In my experience at Stepman's SEO, a majority of online businesses are not performing any online marketing whatsoever.

Read: "Are You a Part of the $65 Billion SEO Economy? Should You Be?"

The problem for most business owners is the presumed cost--though the cost of inaction is much, much higher: failure. In the end, failure is the result of one decision-maker's inertia.

So how do you make a case for online marketing? How do you respond to typical objections, like "I don't know where to start?" Or: "We've got a website! Isn't that enough?" Or: "Is everyone really doing it?" Or: "I'm a small local business--I don't need online marketing." Or: "What's wrong with traditional marketing?"

Online marketing firms often present case studies--prior success stories or examples of ROI (which is often hard to quantify). But employees who believe in online marketing may have to rely on other, more visceral means of persuasion.

Today's article provides this persuasion. Just look at the numbers.

Google Fields 3.7 Billion Searches Each Day

Google is the world's most popular search engine--and its share of search traffic, as Rand Fishkin recently noted, is stable.

Fishkin notes: "Overall, Google receives 50X+ more searches than Amazon."

One typical objection to online marketing, "I don't know where to start," is not a valid objection at all. The answer is obvious: Google. And you can start for FREE: optimize with Google My Business.

The SERP's "Top 5" Account for 65% of all Clicks 

The graph below highlights a well know fact in the line marketing world: the top spots on the search engine results page attract most of the traffic.

The objection, "we've got a website, isn't that enough?" is nonsense--without online marketing, you will not appear in the top five results, let alone the first page, which accounts for nearly 100% of all results. Ranking is not everything, of course--but if your website is not visible through a simple keyword search you're likely going to fail.

Global Spending on Online Marketing is $100 Billion 

"Spending on digital marketing grew by 44 percent last year in the United States and Britain to $52 billion," Reuters reports, "estimating that global outlays on such tactics are approaching $100 billion."

This doesn't prove that "everyone" is marketing online--just the successful companies. Also: online marketing is not a niche industry; it's a global phenomena.

Over 90% of Mobile Searches Lead to Purchases

A few years ago, Forbes cited convincing evidence for the importance of mobile and local search:

"Besides the fact that 92% of people who researched on their phone bought something related within a day...76% of people who search for something nearby visit a related business within a day - and 28% of those searches end in a purchase."

Online marketing is crucial for local businesses. If you're not doing it, your top competitors will leave you in the dust.

Content Marketing Costs 62% Less than Traditional Marketing and Generates 3 Times as Many Leads 

There is nothing wrong with traditional marketing. Online marketing, though is often way more effective--and often less expensive.

Online Marketing: Your Engine to Online Profits

To navigate the complex challenges of online marketing, you might need to hire an online marketing firm like Stepman's SEO.

Do not let the changing search engine algorithms compromise your sales. You need the astute wisdom of a professional who can help you answer the question honestly: What online marketing strategies are best for your business? Contact Stepman's SEO today to learn how you can improve your website's performance: 215-900-9398.