While there is some truth in this statement…. “Most people that look for something on the Internet use search engines like Google or Yahoo. If your site is one of the first that pops up when they enter “flight instruction salt lake city,” for example, you’re more likely to have the person visit your website, and give you a call if they like what they see.” The same could be said years ago for naming yourself AAA flight instruction to be first in the phone book, or having a large phone book ad etc…
A form of marketing such as the above is better than just sitting around waiting for the phone to ring, or someone to walk in the door… but only a tiny tiny bit better. Its the same deal with having a twitter or a facebook page, its just a tiny bit better than doing nothing, even though social media gurus likely would suggest otherwise.
Marketing takes work, short cuts dont cut it, no matter how new, or how well they are sold. Marketing also takes risk. Folks fail to see the risk of sitting around waiting for the phone to ring, the door to open, the facebook to get commented, or to be retweeted. Sitting around is perhaps the biggest risk, and one of the biggest reason flight schools dont have students… and also why aviation is so darn expensive.
This is not to say a flight instructor should not be available at the flight school, nor that one shouldnt use social media, nor have an entry in the phone book… but that simply doing the absolute minimum possible, and going back to sitting around and expecting results doesnt work out too well. I’ll go a bit further and say one should not dilute their efforts too much either. I’ve seen twitter profiles with 50 tweets abandoned, facebook pages with a month of entries, and no more, and blogs with 5 entries from 2 years ago. Such ends up a lot like that 4″ 2 column yellow pages ad… Its better than nothing, but its not going to bring in a ton of new customers either.
Consistent effort over the long haul is the answer, albeit testing and followup to see what works is critical. Just as one would not run 5 years of tv ads if they dont bring in business, neither should one pursue other marketing approaches if they cost more in time and effort than the customers they bring in the door.