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Gordon Van Wechel from The Alchemy Consulting

Each week on 5 Minutes With, our host Wes Benwick talks to experts in marketing.Today, Wes talks to Gordon Van Wechel from The Alchemy Consulting.

Company: The Alchemy Consulting Group
Website Address: thealchemyconsultinggroup.com
Interviewee: Gordon Van Wechel

Short company description: Founded in 2003, currently with three regional offices. 80% digital marketing and 20% more traditional ad agency work. Have particular expertise working with companies in the building trades and professional practices.

In the Next 5 years, the biggest change to marketing will be what?: Less emphasis on fighting for organic search results. More recognition of sites designed for mobile and paid advertising campaigns.

Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?: An agency will have product and program specialists for a wider variety of services, and works to stay current with industry trends.

What is the Alchemy Group?
If you remember back to the Middle Ages alchemists were people who tried to create gold out of base metals. So when we designed this company in 2003 we chose that name because we turn a business contacts into gold, into revenue for them.

What changes are you expecting to see in the digital world?
If you’ve been consistently doing SEO you’re going to rank on those first couple of pages. But most companies don’t have that background. And what we find today is that first page page and a half is really congested with some of the national agencies some of the the big citation and directories and it’s tough for a new company to break in.

What common mistkaes do companies make when they come to you?
You know I think the mistake is is spending a lot of money in those traditional ways. If you look at the statistics almost nine out of 10 people 87 percent is the latest number I’ve read, people who go online looking for a product or service provider, they’re looking for the company’s reputation. They want that social proof. They want to know that other people like them, have had a good experience with that company. So if you don’t have a pretty effective reputation marketing program in place then you’re already behind the curve.

What’s. a recent success story?
Well we do a lot of work with companies in the building trades whether it’s remodeling contractors or roofers garage door companies. A good example is a garage door company. We implemented a traffic program for them about a year ago and they’ve increased their business by 35 percent. It is a very competitive niche but the strategy worked very well for that company.

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