come an exigent part of the business
world. A few decades ago, traditional
forms of advertising, like newspaper ads,
caused the phone to ring, the bell to chime
as customers ambled into the store, and
the cash register to spring open. Business
owners operated under the mentality of
“I don’t know what part of the advertising
worked, but it worked”.
But things are far more complicated now.
Seeing an advertisement doesn’t always
prompt the consumer to engage in direct
contact with the business. Instead, an in-
ternet search often ensues. If your busi-
ness doesn’t appear on the first page of
a Google search, chances are high that
potential clients will never become actual
clients.
JUNE 2016
H
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