Whether your an entrepreneur or a business who has never conducted a marketing campaign, your going to run into a problem. The only solution is marketing your marketing. Its a phrase I coined during my time at my university. The best way for me to explain what this means is by providing an example we all most likely have faced.
Sitting in a parking lot, staring intently on our phones, my friend and I were trying to figure out where we would eat. We were in a section of Los Angeles that was unfamiliar to us and coming from Orange County, we were unsure about where to go. Santa Monica was just a little too far and downtown LA was the same. So like any modern day citizen, we jumped on our phones and looked up some places to eat.
At the end of the day Search Engine Optimization is meant to increase your rankings. To get there though you need a good site, great content and links. What often happens though is that if you do SEO right, business relationships pop up. What I have found is that conducting search engine optimization has brought about those treasured underlined blue fonts to get directed to your site, but it leads you to people and businesses that are more than willing to start a relationship with you. Today, I’ll take you through how SEO and linkbuilding helps get your business not only ranked higher, but it gets you more connected.
What’s great about marketing is that it’s the aspect of business where the brand can come alive. It allows you to step out of your logo and storefront and put out beautiful designs and graphics that make your brand start to feel tangible. Companies like Coca Cola, Google and Apple are great example of companies who have expertly made their brand into tangible beings. When it comes to marketing your brand, it can be exciting, but overwhelming. This is where the concept of minimum viable product comes into play.
I watch/listen to a lot of talk shows. Sports talk shows that is. And when you watch any genre of talk show over and over again, you start noticing patterns. Well what I noticed with sports talk shows is how they make their show fun. Its hard enough sitting in a lecture or a seminar for an hour, yet how the hell do we sit through an hour long show or radio program. What I found is that it revolves not around the content itself, but around the delivery. They make the delivery fun. They even incorporate games.
The ill deserved fate of marketing is it still has not figured out a way to be able to track itself. Yes, mediums like Analytics, call tracking and coupon codes have provided an avenue for businesses to begin understanding what they are doing. However, the nature of the market still has prevented many businesses from understanding how they get their revenue. Yesterday I was in a sales call where the prospect discussed how he was spending thousands of dollars a month and till this day he did not know if it was helping him sell his product. He told me it was the nature of business and that its hard to justify when you don’t know.
I just stepped out of a sales call and I got into an interesting quick conversation with one of the people at the office I was visiting. He mentioned his higher up’s and how it was frustrating to try and get more exposure for the software they had developed. It was the usual gripes. People want to spend $3 to make $300,000 in revenue.
Recently, I was going through YouTube and watching some old videos of the show, Inside the NBA. It’s your typical sports analyst show where it revolves around discussing the NBA. If you are a fan of basketball, you probably know the show. It wins its fair share of Emmy’s in addition to just being a staple of basketball culture.
The Distrust for SEO
While starting the agency, I’ve been in my fair share of meetings. My central tenant in these meetings is Search Engine Optimization. Its what we specialize in and the focus of all our marketing campaigns. SEO just doesn’t get the cool kid attention that Social Media does though. Lots of business owners and marketing managers have pushed off SEO as a behind the scenes, sneaky method of marketing that has no backing. Back that up with few academic institutions teaching SEO but having full on classes and projects on Social Media, you can start to see why there is a certain distrust with the field.
Yesterday I participated in 2 Twitter chats. To be specific they were #viralchat and #mediachat. While in these chats, we discussed the topic of content and influencer outreach. A question came up about how important content was to building a following.