Gaining a high rank through natural search is difficult, time consuming and possibly expensive.
Ranking through Pay Per Click ads is easy, fast and, if you do it right, cost efficient. In the time and effort it will take you to rank for one key non-company-name phrase, you could rank for 20 phrases through Pay Per Click ads and be actively experimenting with which ones are profitable.
Remember this: if you get the target wrong, the weapon doesn't matter. PPC allows you to identify the phrases that draw visitors with business value. Once you identify them, you can progress to the next level of the pyramid and work on ranking naturally for those phrases.
Skip this step, and you could waste a lot of time and effort trying to rank for a phrase that has nothing in its well.
Emails and Lead Nurturing
Success at the first four levels of the pyramid will not only produce sales, but also qualified leads who simply weren't ready to buy at the point of initial contact. To ignore these leads is like never putting left-overs in the refrigerator. You'd be wasting something you already paid for.
There could be any number of reasons why the prospect didn't buy, and one could simply be it wasn't the right time. You need to be in front of them when the right time comes.
A regular email program with quality content about your industry or product line keeps your business top-of-mind and exponentially increases the Return On Investment of your Internet marketing. You've already paid for the lead acquisition, any sale generated simply increases your return.
The next two steps on the pyramid are ways to increase your natural search rankings. You need to create new content on your website (most efficiently through a blog) and participate as a guest writer on other blogs relevant to your industry. In those blog posts you contribute to other websites, you can link back to related valuable content on your website.