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Creating an online campaign to compliment your offline marketing efforts requires a complex set of
strategies. There are many types of online marketing, however your business type will dictate which
are most appropriate for your company, as well as how many customers you can expect from these
sources. Some companies, such as plumbers, roofers and chiropractors, are highly sought out using
search marketing. Because of this unique distinction, they are classed as “High Search Businesses.”
Brick and mortar stores (companies which are well known and face the street in well trafficked
locations), are far less dependant upon search for new customers, yet are perfectly suited for other
strategies such as social media. Businesses that rely on extremely large purchases such as vehicles
or those that require decisions which intimately affect one’s life like eye surgery are termed
“Long Buying Cycle Businesses” (because of the extended delay between inquiry and purchase).
Due to the nature of these companies, they benefit strongly from an even mixture of search marketing
and social media branding efforts.
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