| If you are in the booming field of telecom and | | | | Your Own Web Page |
| related services and hardware, you need to know | | | | You of course almost certainly have a web page for |
| that the market is changing. Change can be a good | | | | your business, outlining the products and services you |
| thing, but don't let the change catch you blind-sided. | | | | can provide. But spending the time and effort on |
| Rather, be aware of how things are changing and | | | | those pages to get them a top ranking within Google |
| what you need to do in order to embrace that | | | | and the search engines is an extremely difficult task, |
| change to the benefit of your company's bottom line. | | | | and chances are high that you do not have sufficient |
| Every business wants to grow their business. A | | | | IT resources to accomplish this, or if you do |
| business in a particular area would love to be able to | | | | accomplish, to provide the ongoing maintenance |
| dominate their niche market or sub-market for their | | | | required to keep your high positioning. |
| particular product or service. But the traditional ways | | | | Pay Per Click |
| of making that happen are changing and you should | | | | This provides you with high search engine positioning, |
| be aware of what that change is and how you can | | | | perhaps even the #1 spot for the terms you have |
| embrace it to your advantage. | | | | chosen, but at a very high cost. What happens here |
| There are still companies that employ the age old | | | | is that you get a high ranking in the search engines |
| technique of pounding the pavement. While that may | | | | but you are charged every time someone clicks your |
| yield some success with more traditional products, | | | | link. It does not matter if the clicker is a 12 year old |
| the world of telecom and the acceptance of the | | | | kid or perhaps even your competitor trying to drain |
| Internet as a superb marketing medium has been | | | | your marketing budget, a click is a click and you are |
| replacing the burning of shoe leather to a great | | | | charged for it. Recent studies indicate that the |
| extent. It becomes obvious to the astute business | | | | number of "actionable" sales resulting from these |
| owner that he wants to invest his marketing dollars | | | | clicks is less than 2%. So how much is it really costing |
| where he is going to get his greatest ROI (Return | | | | you per click that generates revenue for your |
| On Investment) which is a Business 101 principle. | | | | company? |
| Even embracing the Internet, how has that been | | | | Now the change that I referred to earlier. In an ideal |
| done to date? There are three methods with varying | | | | world, you would have a site that gets very high |
| degrees of success and each with their set of | | | | search engine ranking and positioning but not because |
| challenges, which we will look at briefly here. | | | | the page PAID to be there, it is done with search |
| Buying Leads | | | | engine optimization. The pages are ranked very highly |
| There are various companies online who employ | | | | (usually within the top 4 non-sponsored listings for |
| various techniques for capturing what an online | | | | most telecom terms). And the code behind the page |
| customer is looking for and will sell you those leads. | | | | does as much as it can to weed out the bogus leads |
| For a high-demand product, especially telecom | | | | so that what you are left with is a laser-targeted |
| related, those leads can go for as much as $20 each | | | | lead specifically looking for the products and services |
| or even more, and at that point you have no | | | | that your company can provide. |
| guarantee that the lead was not a 12 year old kid or | | | | Best of all, there is no cost to you unless a lead |
| a bored Internet surfer, you have still paid good | | | | results in a sale. How much positive impact would |
| money for the lead. | | | | that have on your marketing budget? |