Cover Story: Growing Leads
Striking a balance between these new aspects and Spring-Green's current programs is important to Young. "What we don't want to do is have a big social media platform but then lose all the validity and effort that we've put into our local pages. So we want to make sure that they're integrated," he explains.
While Spring-Green has been investing a great deal in paid search, Young sees a strong future in SEO. "With paid, you can make it happen if you spend more money, but I don't know what that looks like three to five years from now," he says. "But I do believe that local search will continue to grow as a channel and become more important to the search engines when we're optimized with all our local content."
And although the Web is not presently driving enough leads to be considered Spring-Green's primary channel, it certainly has made an impressive impact and is continuing to expand its influence. "We've grown from $21 million [in online sales] five years ago to $33 million today," notes Young. "And to be able to see the channel grow and continue to be a big part of our future, and have Oneupweb along with us, has been great."
Marissa Fabris is a freelancer writer based in West Chester, Pa. She profiled Cisco for Target Marketing's January 2008 issue.