Because of their time sensitive nature, marketing initiatives are often though of as top priority. Whether a large business or one person shop, the action has to be taken now to reap the most results out of the market. So it can be frustrating when an initiative that starts off as the top priority is left on the shelf for weeks while the team works on other actions that have also been given top priority status.
So what can you do to get your project back to the forefront and moving again? Remember that in business time and money are the two important factors that drive most decisions. Use these effectively to get your SEO or PPC project off the ground.
While money is often a stronger selling point when you want to implement a new program or changes strategies, time can be used to create a sense of urgency. When you consider the amount of time needed to create and implement a SEO or PPC program, not to mention getting it up to peak performance, its easy to understand why the work can’t wait another week.
In the case of SEO it is important to remember it is about long term growth, even though some changes will have immediate effects. The sooner you can get the SEO program in place the sooner it can begin its steady growth toward the optimum results. In many cases the development after even simple changes will go on for months. Then you need to index the updates for several weeks and then finally enter the waiting period before the growth begins.
With PPC it is a little easier to set up a campaign, as you just need a credit card and a few minutes of time. But then you need time to build your presence and work toward the point of maximum efficiency.
The reality is that a full campaign can take anywhere from a few weeks to months to develop up to peak performance. And these time frames are based on everything working right the first time around, and really, how often does that happen? You’ll also need time to get approvals of different strategies, select the in-house team or hire contractors, and put together the final details.
It is important to remember that time is always moving and you have to start in advance if you want to be ready. Planning a campaign tied to a specific holiday or time of the year has to start well in advance. Just think, people buying clothes and swimsuits for their June vacation usually start shopping in February or March. If your campaign hits in May it will probably be too late to reach the bulk of the market.
When you are planning a SEO or PPC campaign make sure the decision makers know how much time it will take to create the campaign and get it up to maximum efficiency. You may have to make your pitch more than a few times, but the important thing is to successfully persuade them that the time to move on the marketing initiative is now.