What Happens Once You're Found?

"We’ve mistakenly made being found the number one goal of our marketing." 
~ Bernadette Jiwa

This line from a recent article really caught my attention. Over the past few years I've heard many people talk about SEO (search engine optimization) as something desirable without really knowing why.

SEO is something done to your website so it'll be found in Google searches. So, what happens when someone gets there?

There's no value in investing in SEO if your website can't make something more happen when a potential customer arrives. Imagine having a store with no employees.

First, make sure your website can work for you. It should contribute to reaching your business goals and the here's-what-we-do-feel-free-to-call approach won't do much for you. It's one thing to get found and quite another to make the sale.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Behavioural Economics and Small Business Marketing​

Image
After spending my adult life thinking I'm a mostly logical person (and being not so secretly proud of it), I just found out I'm not. And apparently the fact that I think I am is a little irrational. You might think I'd be a little sad to discover this but I'm actually thrilled. A whole new perspective on marketing just opened up because Dan Ariely told me we're all Predictably Irrational . Don't let behavioural economics scare you off. This book is insightful and funny, and a fairly quick read (because I couldn't put it down). I learned a marketing lesson in the first chapter that is so improbable... well, you'll have to see for yourself. It's powerful stuff and I recommend it highly. originally published in Work Better, Not Harder newsletter June 27, 2017 Click to Tweet this Article
Keep reading »

Paper Counts

The paper you use when providing printed documents to contacts and clients is a big deal. Well, I should say that it's a big deal only if you use the right paper. It's a non-issue if you use plain old 20lb. paper and it's a real detriment if you use cheap photocopy paper. I have had a lot of people comment on my paper over the years and many have said it's an important part of my brand. Not only does quality paper look good, but it also feels good to the touch - it engages other senses - which makes it (and you) memorable. I think it also says that the person you're giving it to is worth the extra cost and effort. The environment: I try to compensate for my excess by recycling all the paper I print for my own use. Once done with, paper gets flipped over and used again. I had read that this isn't good for your printer but I just retired a printer after doing that for 11 years - can't ask for a printer to last much longer than that! (I also b...
Keep reading »

The Best Reading of 2013

Image
The best reading from our newsletter contributors during 2013... Does your writing pass the $1-a-word Test? by Neil Everton, Podium Media & Communications Coaching If you are looking for a quick and certain way of giving your words more impact, look no further than your purse or wallet. Take a look at the last thing you wrote. It doesn't matter if it's a letter, email, report, newsletter, web content or promo script... read more Marketing to Your Tribe by Stephanie Holmes-Winton, The Money Finder This just in: some people don’t like what I have to say. They might unsubscribe from my newsletter, or they might make a snide comment on social media... read more Anyone Can Find Business on Twitter by Anita Hovey, Twirp Communications That’s right... ANYONE. The next time someone says “Twitter is just a bunch of nonsense” I want you to share a link to this post... read more 6 Ways to Become Part of Your Customer's Story by Bernadette Jiwa, The Story of Tell...
Keep reading »

Remember Your Audience

Keeping blog content relevant to your target reader is a key factor in blog success but can easily get lost in our rush to get everything done. One way to slow down and remember your audience is to sit quietly at your keyboard for even a minute or two, just before you compose your post, to think about the topic you are addressing in terms of your target reader. Once you place yourself in your reader's chair, it becomes easier to write specifically to them. This short moment of meditation will absolutely increase your focus and build your blog success. Keeping your posts relevant, interesting and helpful will have your readers returning for more. Click to Tweet this Article
Keep reading »

How to Recycle your Ideas

Image
This is the 250th article I've written for my own blog, started way back in May 2010. Do you think each of these 250 articles is an original idea? Not by a long shot. Even if you've been following this blog for awhile, there are many older articles that you've never seen. Some may be outdated and some may be irrelevant. But some of those articles have great ideas... and you won't know unless I recycle those ideas into my current posts. That's the strategic reason to recycle your ideas . It's not just something to do when you're stuck for something to write about . In order to stay a bit organized, I typically look back to what I wrote about in the same month last year. Often I'll find something I haven't written about since - a good candidate for recycling. The goal is not to simply re-write an article, but rather to expand on the idea . Here are some ways to think about that: Does the article still make sense? Or has it become outdated ...
Keep reading »

"But I don’t want to spam my friends!"

Image
Overheard at a networking event: “But I don’t want to spam my friends.” An excellent sentiment! But if you think your friends would consider your newsletter to be spam, what does that say about your content strategy ? The solution to avoid sending spam is simple. Figure out what your friends (and customers and prospects and colleagues) will find interesting or useful and give them that. You're right. Your friends don’t want spam – so give them something better. Click to Tweet this Article
Keep reading »

Watching, Learning and Stopping

Image
A client recently wrote in her newsletter about how reducing her social media presence over the past few months hasn't impacted her sales results. Here's what Natasha said: As the weeks and months fall away, it's glaringly obvious to me how I can let go of social media marketing, no matter how reluctant I feel about doing that. While social media serves its purpose for branding, researching, and relationship building, my business isn't suffering from a current lack of participation on certain platforms. Phew. Something OFF the list for a change. Since Natasha shared that, I've been paying attention to a lot of things I do and questioning whether they're benefitting my business. And so, I'm doing a little experimentation to see what happens. What can I stop doing that isn't contributing to my bottom line? How about you? Click to Tweet this Article
Keep reading »

5 New Strategies to Supercharge your eMail Marketing

Image
If you've been publishing a regular monthly newsletter, you already know the benefits of reaching out to your contacts. You've invested time and money to build your readership and your reputation. You've provided value consistently and people have come to look forward to your newsletters. It’s time to crank it up a notch and send more emails. You've earned it. The 5 strategies listed below weren't invented by me but some of them may be new to you. Or perhaps you've rejected them in the past and it’s time to think again.  The goal of implementing these ideas is to ‘touch’ your contacts more frequently than you are now. There are other advantages built into each one as well. 1. Create and promote a new free resource. Make it amazing. Make it better than any other resource you've ever created. Make it something people would pay for. Give it away with no strings attached. Am I suggesting you give it away without getting an email address in return? Y...
Keep reading »

Combine Networking with Research for Killer Content

Image
Looking for a unique and easy content idea for your blog or newsletter? It will even improve your networking at the next event you attend. Think of a survey question where the answers of many people will give you market insight . Make sure: The results will be useful to you in understanding your market. The results will be interesting to your readers, and perhaps be useful to them, as well. The question is simple and can be articulated easily in a networking setting. The possible answers are easy to record so you can tally them up later. Here are some examples: I might ask, "How often do you send out a regular email newsletter?" My article might be something like: 45% of Small Business Owners Surveyed Don't Send Out Newsletters , with the results of the research (and how it was gathered) within. A health coach might ask, "How many times during a week do you skip breakfast?" His article might be something like: Skipping Breakfast is Rampant Among ...
Keep reading »

Don't Leave Them Wanting More

Image
Whenever you or I read something that we like, often a “What’s next?” comes to mind. I’m frequently cautioning about using calls to action strategically and not having so many that they become distracting. The other end of the spectrum would be not having a call to action at all. When someone is done reading your newsletter, make sure to give them something that answers the “What’s next?” question. Our planning worksheet can help you prioritize your calls-to-action. Click to Tweet this Article
Keep reading »