Are you a Hunter or a Farmer?
Fri, Oct 30th, 2020
For centuries, business owners have created identities for themselves and their companies. This identity is the center of which all of their decisions are made. The identity of today's business owners influences their business model, marketing strategy and who they hire to be apart of their team.
So, this begs the question, are you a hunter or a farmer? A hunter is a very motivated, sales-oriented individual who will take lots of "shots (chances)", but subsequently, misses the target often. They believe if you shoot enough shots, you will eventually hit your target. Farmers strategically plot their "land (territory/platform)" and work very hard to cultivate relationships. They reap the benefits of their sustained "land" for years and work tirelessly to keep it flourishing.
In this blog, we'll discuss why hiring a digital marketing agency with a "farmers" mentality is the best course of action for your business.
The terms "farmer" and "organic" go hand in hand, so this should be easy to remember. To sustain long-term exposure for your company online, make sure the digital marketing agency you hire puts Organic SEO Marketing at the forefront of your online efforts. Building a strong organic foundation is the key to long-term growth. Without it, online ads have proven to be ineffective. Even if you outbid competitors in your industry for the top spot in Google ads, consider this:
- Where are you sending them?
- What have you established when the ad expires?
If a potential consumers' destination is a bad website, the return on your ad investment will be very poor, and in the end, your online presence won't grow.
Consumers associate a good Google ranking with a sense of credibility, and it shows in the statistics. In fact, 75% of all online clicks go to the top 3 organic results, including ads. Google ads should always be viewed as icing on the cake in your online marketing efforts.
Think about it, why don't people click on Google ads as often as organic results? Studies have shown that people realize businesses that use Google ads "buy" their way to the top. Which is essentially true. When people choose organic result, they believe the company has "earned" it's ranking. Other reasons people don't click on paid ads are:
- They are worried they will be tracked
- Lack of trust in online advertising in general
- Banner ads aren't relevant to the search
- They are worried about getting a virus
If you are currently relying exclusively on Google ads (hunting) to drive traffic to your website, how much are you spending per month? More importantly, what are you seeing in return? In some competitive fields, small businesses are paying between $3,000-$10,000 per month on PPC (Pay Per Click). Without a strong organic presence, you might feel the pressure to spend more on ads. That means you would be spending the majority of your marketing budget on a resource that generates LESS THAN 10% OF ALL SEARCH ENGINE CLICKS.
The value of hiring a digital marketing agency with a farming mentality will pay huge dividends. It will allow you to grow your business, hire new employees and even expand your marketing budget, all because you and your team established a strong online marketing foundation.
Master Website Planners
From our experience, structuring a marketing model as a "hunter" is equivalent to standing a pyramid upside down; unstable and could come crashing down at any moment. On the other hand, marketing as a "farmer" establishes a strong base to continually build upon.
At Master Website Planners, we will set your company up for sustainable success, enhance your credibility and provide great value to your business. To dominate the local market in your industry, contact us today!
Source: Oak City Technology