Six Steps for Revving Up Your Search-Engine Marketing
Among small-business owners, it’s well-known that finding customers through search engine marketing can deliver shoppers who are farther along in the buying cycle — that is, they’ve passed the research stage and they’re looking to buy. But how to do it effectively isn’t nearly as clear.
A successful search-marketing campaign needs to be thoughtfully crafted — and updated, says Ben Kirshner, chief executive of Elite SEM, a boutique search-engine marketer in New York City.
“This is not something you can set and forget,” says Kirshner.