How are you using technology to grow your business?
One of the ways we're growing our business through technology is by utilizing search engine marketing, which makes us more visible on the Web. Prior to advertising online, we advertised exclusively in local newspapers and Yellow Pages, with no online representation other than our web site. Since our in-house staff does not know much about Internet marketing, we hired search engine marketing company eZanga to run the campaign. After just four months of running the campaign, our lead generation more than doubled.
What are your business's key tech tools and why?
While of course we utilize various aspects of technology in our every day business practices, we feel that our investment in search engine marketing has been a big payoff. We feel this way because the other forms of advertising that we have tried in the past have not yielded a return as great as the search engine marketing campaign.
From our search engine marketing experience, we have learned that people, young and old, are changing their buying habits. They're no longer going to the newspaper or Yellow Pages when beginning a search, they're going straight to the Web. So when we were not marketing online, we were missing out on a very big opportunity.
Tips and Tricks
- Since most companies will outsource their Internet marketing to outside vendors, choosing the right vendor is important. When we found eZanga, some of the things we liked about them was that they provided personal attention to us and really guided us throughout the entire process, which was new to us.
- After the campaign began, it was also great to have measurable results, which eZanga provided. They tracked the calls that came in due to their efforts and also provided us with Web traffic information that related to people visiting our site due to the campaign.