THIS ISSUEBEWARE! There are Black Holes in Cyberspace, too.How to Stay Free of Black Holes. May Scoreboard: 3,334 to Zero! Where to Find: International Search Engines and Directories
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| "Black holes are where God divided by zero." Stephen Wright |
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Hurricanes, tsunamis, tornadoes, even the asteroid that killed off the dinosaurs, are nothing compared these monsters. Black Holes are collapsed stars with gravity so massive that nothing can escape, not even light. They suck in everything around them. Astronomers say that eventually they may absorb the entire universe. What do Black Holes have to do with how you "thinkmarketing"? A lot. There are Black Holes in cyberspace, too! And they will gladly suck away your customers and then sell them back to you at a premium. I first learned about these Black Holes a few years ago. I had a client advertising in an industrial directory which had basically converted from a huge set of printed green books to an online directory. Over 2 years my client had spent $7500 in this directory and received about 180 visits to his web site. The directory had found ways to show up on Google and other search engines by optimizing for certain keywords or by buying pay per click ads. They would suck in prospects who typed in those keywords and lead them to their own giant list of competing manufacturers, including my poor client. (Have you ever heard the saying, never send a prospect to your yellow page ad because they will see all your competitors' ads there? Same concept here.) Each of the manufacturers listed in the directory would then get a few scraps (leads) and pay plenty for them. So I put my client's ad right there on Google next to the Black Hole (directory ad) . Our goal was to capture our share of clients before they were sucked into this marketing abyss. My client got over 400 visits to his web site in just 2 months. The cost was around $500. In my book, 400 visits for $500 is a great deal more attractive than 180 visits for $7500. Black holes in cyberspace are professional marketers who have quickly discovered what many businesses have yet to learn. Marketing has become a game that will be won or lost on the Internet. Black Hole marketers suck up searchers and then sell these prospects back to businesses. The Internet is riddled with Black Holes. If you are up to it, I'd like you to look right into the face of some of these monsters. Go to Google and type in "Find a Realtor". You will see ad after ad over on the right side that reads "Find a Realtor". If you click on these ads you will fall into a Black Hole that may tell you, "Let us find a realtor for you. We'll make them all compete for your business and may even get them to lower their commissions!" Rather than being buried in a Black Hole, wouldn't a real estate firm be far, far better off to have their own little ad right next door that says, in effect, "Don't fall into a black hole. We have what you're looking for. Click here to see our property listings."? Now type in "Find a Lawyer". You will see countless Black Holes materialize before your eyes. Sadly, many local law firms will miss out on good prospects because the searchers will fall into Black Holes and never resurface. All the law firm has to do, is have their own small ad right there beside the Black Hole that reads, "We're a local law firm! We specialize in what you are looking for. Click right here and you'll find exactly what you are seeking right now!" One of the most hideous landscapes for Black Holes in cyberspace is for poor car dealers - and most of them don't yet realize it. If you type in Toyota or Dodge or Ford, you will enter a field of Black Holes that take searchers everywhere but to their local dealer. Even the auto manufacturers' web sites are Black Holes. If I have a Toyota dealership, why in the world would I want my local prospects going to a web site that lists every darn Toyota dealership in the state? I don't want to compete with all those guys. Black Holes are everywhere in cyberspace. And they have the gull to tell marketers they are the marketer's friend. "We'll get you leads." But they don't add, "We get the leads you should have had in the first place and charge you through the nose for them." Go on your own search for Black Holes. Go to any search engine and type in: "Find a mortgage" "Find a used car" "Find a malpractice attorney" "Find a landscaper" You will likely find Black Holes. If you are a marketer, Black Holes are not your friend. If you have invited these Black Holes to do your marketing for you, the only reason they are somewhat productive is because you aren't showing up online yourself when you need to show up. Break free of them and watch your prospects come pouring into your web site at a fraction of the cost! How to Break Free of Black Holes! It's simple. Just run your own pay per click ad right next to the Black Hole ad. The technology has advanced so that now you can track your ROI. My client's know exactly what they get from pay per click ads:
I even tell my real estate clients how many online property searches they get every day! If you would like to learn more about pay per click advertising, or would like a free estimate of what results you could expect in your particular business, email me or give me a call. There is no cost or obligation whatsoever to check it out.
Why leave your success to the whims of search engines? Using pay per click ads last month we drove 3,7194 red hot prospects to client websites for less than the cost of a single quarter page ad.
Go to Search Engine Colossus http://www.searchenginecolossus.com/ Visit the Search Engine Colossus, an international directory of search engines with links to search engines and directories from 198 countries and territories about the world. It really is colossal. Published by Gary Arndts Copyright © 2005 Marketing and Creative Services, Inc. All rights reserved. Marketing
& Creative Services
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Beware!
July
Score: 3,719 to Zero!
Where
to find... International
& U.S. Search Engines & Directories