Over the last couple years, I've had a firsthand look at people selling a particular brand worth millions in profits each year. A relatively small group of people was selling this brand online, and there was a ton of demand for it nationwide.
So it's surprising to me that while countless dollars were spent on paid ads to drive site traffic, very little was put into developing valuable online content that would help the consumer make a wise purchasing decision. And to make that purchase through the content provider's website of course.
Some highly searched keywords related to this brand went unpurchased as URLs, where reviews or articles on the brand could have been posted. And the online stores selling the brand never developed active sites with blogs, social network pages, etc.
Some online competition just can't be won in organic search results without a major investment of time and money. "Real estate" for example. That's a given. But when you are selling a specific brand against a relatively small number of competitors ... and that brand could be worth millions to you ... it's time to develop content and from that, FREE TRAFFIC. (An awfully delicious business term when you can convert it into sales.)
Whether you do it yourself or hire it out, remember that quality matters, and that what people really want is to make smart choices with their money. If you're out there to throw the usual sales pitch at them, they'll move on. They want information. It should also come across as professional because this is your moment to establish credibility and trust. If you don't do this, why would someone hand you there money and trust you to send a good product?
So see what you can offer that helps customers do the right thing for themselves, and see that translate into sales from people far more likely to be happy with their purchases and to give your business the right kind of "word of mouth."