Have you ever noticed how easy it is to catch yourself thinking in black-and-white terms when it comes to your company? Often, it seems as if you need to make a permanent decision on whether or not to use a tool or process, rather than deciding whether – or how – something could benefit you at any given moment… or realizing you could revisit that decision later.
We see this all the time with regard to pay-per-click (PPC) internet advertising. There are plenty of entrepreneurs who say they need it, and others who think it’s a waste of time and money.
Neither group is absolutely correct, of course. It’s all about situational effectiveness. For example, let’s look at a more unconventional PPC strategy that could be highly profitable for the right company:
First, a growing business uses PPC ads to attract website visitors, build a following, and find out what kind of messaging works with their target market.
As their audience and influence grow, the company transitions from PPC ads to organic lead generation methods like search engine optimization (SEO) and unpaid social media promotion.
Later, once they know exactly which messages and offers are profitable, the business adds PPC ads back into the mix to maximize closing rates and improve their ROI.
This kind of nuanced approach lets a business owner avoid the trap of thinking about PPC in all-or-nothing terms. Then, they can focus on what makes sense in the moment and work to generate returns that grow over time.
Is this the kind of advice you’re getting for your business? If not, contact Nashville Interactive today to see how we can help your business grow into 2022 and beyond!