Why You Really Should Rent A Website
If you are a small business owner or a sole trader then let me explain why I think you really should rent a website.
If you are in the above group, what marketing are you doing at the moment? Most small business owners I talk to tend to do a mixture of the following:
Marketing methods of small business owners
|Advert in the local paid or free paper
||£50 to £100’s per week
||Many of the free papers are going out of business
|Advert in the local freely delivered booklet
||£40 per month
||these are usually delivered to individual suburbs of each town and therefore have a very small readership
|Advert in Yellow pages
||£550 Minimum per year
||Cannot cancel this regardless of how effective it is or not!
|Sponsored listing in online directories
||£50 – £500 per annum
||This figure depends on the popularity of the directory, i.e how many visitors it has
|Leaflets & Flyers
||£150 for the first print run
||This doesn’t account for the cost of paying someone to deliver the flyers.
|Advert in Post Office
||For this you will get an image on a screen that is rotated along with other ads to the people queuing at the post office
|New web site
||Think of a number times it by ten, take off the number you started with… blah blah blah…
||Sorry for the sarcasm. The figures vary depending on whether you get your next door neighbours 15-year-old son to build you a website (hmmmm!) or get a professional developer to do it for you.
Here’s the question… what is the problem(s) with all the above methods?
Not one of them targets people who are interested in what you offer. In other words, if you are a painter and decorator, a plasterer, an auto electrician, a driving instructor or one of the thousands of other small business owners then if you use the above methods you are selling to people who in the most, really, really aren’t interested in what you have to offer. The secret to long-term success in business is to get your offer in front of enough people who are interested in what you have to offer.
Adverts in Newspapers and Booklets
Whilst this can be successful if you are advertising on the prime spot of a large or national newspaper; using a small local newspaper will have a limited impact simply because of the limited readership. Look at it this way, let’s say the local newspaper has a stated readership of 100,000. What percentage of that number will read the paper in its entirety and see your advert.
On top of this what further percentage of that number will be in the market for your service or product at the exact time that they happen to see your newspaper advert? This is why advertising salespeople will tell you that you have to advertise regularly to get any benefit. They are hoping that someone will fall on your ad just as they need your service. And you wonder why you get very few enquiries from your ads.
Yellow Pages and Similar Style Online Directories
It is slightly different if you advertise in the Yellow Pages and other directories, but only a little. Obviously people are looking for your particular product or service – this is known as a hot lead. But if only they would spot your ad from the other 87 or so adverts offering the same service. Yes, you could pay for a sponsored listing or bigger ad but you still have no guarantee that potential customers will call you even though you have spent several hundred pounds for that advert.
Leaflets and Flyers
You have paid good money to have a few thousand flyers printed and now the tricky part… how are you going to deliver them? If you are going to post/deliver them yourself, is that an effective use of your time? How much is your time worth? Also, how effective are leaflets, the market suggests that for a professional, well designed leaflet you are looking at a response rate of between 1 -2 %. Of course that doesn’t mean that the 1-2% will all do business with you. Just that they will call for more information.
Post Office Video Screens and Other Kiosk Adverts
You stand there, getting more frustrated at having to wait in a queue. Are you really going to remember the advert you see on the TV screen or are you more interested in why the person at the front of the queue hasn’t got their money out ready to pay.
Having a shiny new website should bring in tons of new business, right? Unfortunately it’s wrong! Unless people can find your website you have wasted your money. It’s a little like having a retail shop at the top of the Himalayas. If no one can find you then what’s the point? Nowadays, unless your website is on page one of Google for your key phrases then you have probably wasted your money.
Is there a Solution
Yes, You can rent a website that guarantees you a page one organic result for your key phrases or you don’t pay. The reason this is different is that you are targeting people who are actively searching for your service or product. Lets say you are a joiner in Derby, last month there was 720 local searchers for a joiner in Derby. Now if you have a rented website that targets that key phrase and you are on page one of Google, how many of those 720 searchers will call you? Quite a few I think.