I am now in the process of implementing a content strategy I designed for a potential client who is also in the pet industry. It turns out the client didn’t hire me so I am free to use the plan for my own business. As I’m working my new plan I realize I was going to significantly under charge for my time, skill, and expertise.
I am familiar with doing video, so I know it can be time consuming and I know that writing takes me a bit of time as well. Web development also requires an investment of time and resources and these were budgeted for. However, I did not anticipate the integration of all the online and offline elements to be as time consuming as they are turning out to be.
Online marketing is becoming more complex with the need for social media. Social media adds an extra step in getting your message to those Who need to hear it.
It used to be I wrote an article and took a few photos. Then did some editing of the text and papered the photos in a photo editor. Next I would post the article and let the search engines index the page. A few other sites would link to my page and I would be good to go.
Now I need to write fewer words but more often and I need to take and edit both photos and video. Even when the page is live I need to work at promoting the page through social media. To make matters worse people don’t link to websites or even comment on websites like they used to. Now a lot of website interaction takes place off the website and on social sites. Another variable that will influence online visibility is author ranking. If author rank is not already influencing search engine results it is defiantly on its way.
Take into account personalized search and the fact that one of your competitors can kick you out of your Google search rank by getting low ranking sites to link to your site and online marketing for the small business is getting harder. Bottom line is online marketing is no long a level playing field. It is become dominated by those who are willing or can afford to pay. It has always been this way but now the price to play is going way up. This is good for those who own the internet but not so good for the many very small businesses who are struggling to keep local communities viable.