Proof that Newspapers can help SMB’s with Search
According to a recent report published by Microsoft, 59% of Small to Medium Sized Businesses, with Web sites, do not use search marketing for advertising purposes and 90% of them say they have never tried it. When asked what was stopping them from engaging in the use of search marketing for their business advertising needs, responses from the 400 SMB’s surveyed revealed this:
- Nearly nine in 10 (89 percent) feared keywords might become too expensive.
- 81% percent questioned whether paid search marketing was the best use of their marketing budgets.
- One quarter of respondents, believed paid search marketing was too complex.
- 21% percent thought it would be too time-consuming.
- 35% felt they would need an agency to help set up a search marketing campaign
All of the above are misconceptions that if a trusted sales rep took the time to explain, would no longer be present. We have often talked, on this blog, about newspapers extending the SMB relationships that they have and becoming resellers of keywords. Extending your offering in ways such as this builds trust, a one stop shopping mentality and a consultative air for a newspaper. Entry-level research into a reseller program will show how easy it is to get started. Yodle, an AdWord reseller who focuses on local online advertising plainly says this “Most small businesses have not yet adopted online advertising since it requires specific tools, skills and more time than a busy small business owner is willing to spend,” Yodle CEO Court Cunningham. Newspapers should think the same and act as that conduit managing their SMB’s online marketing experience. It is not as though they can afford not to!
