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You wouldn’t incorporate your marketing budget into building a store front, so why would you build your marketing budget into building a website? Some might argue that a website is a marketing tool, but I would disagree beyond the fact that your website is your storefront to the world. Biggest difference is that your brick and mortar storefront may only have a few businesses surrounding your location, an online store front has possibly millions of businesses surrounding you and everyone is a competitor. How do you separate yourself from the crowd? How do you get noticed? A great looking website will not get you noticed unless someone clicks on your link or types in your URL.
While you want to have the best website possible with ease of use and intuitive design, most of your Search Engine Optimization and Marketing will begin after your site is launched. Google is pushing for content only optimization, and when that happens, the SEO algorithm will change and content will once again become king. In the meantime, to move up the generic search results, you will need to also drive traffic to your site.
Plan a budget for the website (make sure your designer understands SEO and what role web design plays in the formula). Next, plan a budget for Blogging, Tweeting, Face booking, LinkedIn, Squid-ding, You-tubing, mobile marketing and whatever local social media marketing you plan to use to promote your business (notice that I didn’t say promote your website – you’re not selling your website, you’re selling products and services).
Finally, develop a budget for online advertising (Pay-Per-Click, Pay-Per-Lead). Before planning a PPC or PPL strategy, talk to a professional. Understand the value of a lead and the value of a customer. Just as an example, if your average customer spends $100 each time they visit your store, how much of that can you put towards advertising? How many times a week does that customer shop at your store? Is your business driven by repeat sales or new customers (one time buyers)?