I do quite a bit of marketing training with SMEs and I am constantly impressed by the way many have embraced web marketing, particularly search marketing. Not only have they embraced it, but they are using it very successfully. There is no need for expensive search marketing companies so far as most small and medium businesses are concerned. High end software and auto bidding etc. are techniques which generally use a blunderbuss approach ideal for mass consumer brands. When my company was involved in search marketing for clients we soon realised that manual approaches were far more successful and cost effective for SMEs and B2B companies. So it is little wonder that those same companies, with a little investment in time and learning, can do a great job for themselves
My only caveat would be to get a good marketing strategy in place first, including a good digital strategy to ensure your efforts are on-course and that you are spending your time and money in the right area. A little help here will pay great dividends. And getting a little bit of training will let you hit the ground running and save you making wasteful mistakes.
