In a recent article titled “Enough is Enough” the author points out the reponces recieved from new search prospects in this dire economic state. While I agree with alot of the insight provided, there is another way to look at it so I issued this comment.

All the above points are very valid. Most buyers are fearful of more work, rocking the boat and losing their current growth and rank. Lets think about how our market has grown from an unknown medium to the next “snake oil”. There has been far more horror stories published, than success stories. Clients who see positive results from an agency will not broadcast this info, in order to stay ahead of the competition. I work in one of the most jaded fields “Law”. Lawyers have deeper pockets than most small to mid-size businesses. Lawyers seem to believe whoever has the next great “mouse-trap”. Well now, these once Internet Marketing shopaholics, have put on the brakes for the exact reasons mention in this article and following comments. Blind, blind , blind! I can point out obvious weaknesses in their search marketing campaigns but they will not budge. In my opinion, the common denominator thats leading to this “stale’ search marketing is, lack of a search marketing strategy.

Strategy is the difference between throwing a couple of bucks at PPC or SEO and being happy with a high rank and visibility , to understanding the #1 isn’t always the best gauge of search marketing. Many agencies sell rank and position, rather than identifying “real” conversions. A click-thru doesn’t always = conversion or ROI.

To conclude, the current economic state has turned many search marketing reps into “set-it-and-forget-it” merchants. In coming months this type of marketing tactic will become transparent, and allow other agencies to make offers but, keep in mind that the perception of these once burned buyers will be a cautious one.

Until we allow some type of regulation into our lives, we will have to deal with the slew of “NO’s” . If we (search marketers) spend more time consulting and less selling we all will win!

Tags: Punch Lines //