There are many different options to promoting your business online. Eventually you will come across the terms ‘organic’ advertising versus ‘paid’ advertising. Paid advertising is when your business appears at the top of a Google search for a specific keyword, and there is a little icon saying ‘Ad’ to the immediate left of the headline. Organic is when you do the hard graft of search engine optimisation(SEO), that is: identifying keywords, optimising your website for these keywords and frequently publishing blogs that contain these keywords.

In a nutshell, paid advertising gets you customers instantly however at the end you have very little to show. For small business, paid advertising can be quite good to get you out of a rut. Putting the effort into learning search engine optimisation and making it a habit to put it into practice impresses Google.

For example take two people offering professional services or selling consumer goods. The big guy has many repeat clients and employs staff but things have now got to the point where they are so successful they really only want to do the big jobs. The little guy has just started out and would be happy to have one or two clients or to sell to a small market. The two obviously have completely different needs and should take a completely different approach.

The big guy should have Google Analytics set up and should aim for half their online searches to be found through paid advertising and the other half to come through organic. The big guy should aim to cover the sought after keywords and probably won’t bother to differentiate too much. The big guy should be making regular posts on social media and will also have advertising and marketing through other channels such as print, radio, newspaper ads.

The little guy won’t have the budget for paid advertising and will have to work out a niche where they can quickly occupy a space. For example instead of using the keywords Homewares NZ or Summer Gift (both highly competitive keywords), they might decide to just sell swimming towels in the Bay of Plenty and go for the keywords Swimming Towels Taupo. Little guys need to jealously preserve their initial success, even when they do go onto bigger things, because that is where their base customers are.

Whether you are the little guy or the big guy, check out what I have to offer here https://www.tangatamedia.co.nz/#search-engine-marketing and get in touch.

Same customers but not competitors? Could be perfect for a collab, see what you think about this as an online marketing strategy for your Taupō business.