In this second episode in the three part series we discuss how podcasting compares to Pay Per Click (PPC). Auto repair shops can buy PPC ads on Google, Facebook and other sites? You may see other terms that describe this type of marketing like Search Engine Marketing (SEM) or Google AdWords. The purpose of PPC marketing is to attract new customers to your shop.The book I referred to in part 1 says PPC is not inbound marketing because the prospect that clicks on an ad has not yet tried your brand.When comparing the differences of search engine optimization (SEO) with podcast marketing to PPC, there are several things to think about:·      The cost of acquisition (acquiring a customer)·      The cost to manage (having someone manage your PPC account) ·      The amount of effort and money needed to keep the content producingWith PPC if you ever stop paying for ads they quit producing. If you have a low monthly budget for your ads they will show early in the month but once you reach your budget limit they stop showing in search pages.When using inbound marketing with your podcast the content is called evergreen content. That means you create it once and it continues to work for weeks, months, years at no additional cost.Follow Google’s lead on how to market your businessGoogle is a master marketer. They constantly tweak their product to give users the best experience and to maximize their profits. They have embraced podcasting in a big way. ·      Google search pages are indexing podcasts ·      Google Podcasts pages are showing in search pages ·      You can play episodes right on the Google podcast pageEarly adopters to auto shop podcasting may position themselves well in search pages on Google and other search engines.Build your inbound marketing to match search queries One of Google’s primary goals or mission is to provide the most relevant, highest quality results for user search queries. An important marketing activity for your automotive business is to focus on the needs of prospective clients, just like Google. ·      Auto owners search online to solve their problems·      Auto shops using inbound marketing can identify those problems ·      You can create content that may put your podcast on page one of GoogleAuto owners want to connect with a repair shop. A podcast gives auto shop owners a vehicle to share about themselves, their employees and their company. You can let your prospective customers know things like:·      How you contribute to your community ·      What are your values?·      What do you specialize in?·      How do you care for your employees?You can use a model that Google has perfected and is proven to work in search queries for your business. Following this podcast model will help auto shops provide information auto owners need, when they need it, from a source (your shop) that they can grow to trust.Conclusion:In this episode we presented a comparison of inbound marketing to PPC. We suggested you evaluate the cost to acquire customers along with the overhead to manage and keep the ads going.We presented a model you can follow to present helpful information on your website to be shared in search queries.The goal of this episode is to educate you about PPC and to recommend using inbound marketing as an alternative to attract new customers to your business.If you liked this episode please share it with a fellow shop owner. You can find links to two other episodes in this series below. If you are interested in...