Atlanta's Marketing Center

Search Engine Optimization, Part Deux

As a quick primer, the "Big 4" of search engines (Google, Yahoo, MSN, and Ask) display the websites that are most commonly associated with related keywords.  They use a ranking system so that those websites that are most appropriate for a keyword are ranked and listed at or near the top, whereas those that aren't commonly associated with a keyword are ranked much lower or not at all.  What some business owners don't realize is that most of the ranking is based upon techniques utilized within the website to rank higher.  That is, ranking higher is largely within management's control.

An important part of these search engine ranking systems (also called "algorithms") that determine website positions is the element of age and history.  That is, within their formulas are important criteria involving how long a website has been around.  (Sorry, they don't consider how long you've been in business or how old you are...wouldn't that be nice?)  Some of these criteria specifically include how long you've owned your domain (www.sample.com) and the age of the links pointing to your site.  These algorithms can further identify and reward companies that have been doing the right optimization activities over time...rather than all at once.  The bottom line is that the search engines try to limit the visibility of domains that are new and are using the latest "quick-hit" linking techniques and reward those sites that are established, informative and have been doing the right things all along.

But further, irrespective of the age and history elements, I find most companies are just not doing the basic things necessary to position themselves highly.  As a search engine optimization professional, my estimation is that in any given industry, a handful of companies actively jockey for the top positions (and lead streams), some make modest improvement attempts and most ignore the opportunity altogether.  While true that the search engines of tomorrow (5 years hence) will probably look and act differently than they do today, I can't help but think that no matter how they evolve, there's only enough room at/near the top for a limited number, and that there's no way of getting around this "haves vs have nots" dynamic.

If you find yourself in any group not active jockeying for the top position, then my advice to you is to start learning and applying those things necessary to develop an informative and visible web presence now, because that's the direction the world is going in. 

The Door Slowly Closing for Search Engine Optimization

It's difficult not to be bombarded these days with the continued glowing online trends and statistics...the bottom line is that people (read: potential customers) have and continue to flock to the internet in droves in search of products, services and information.  A recent study estimates that 72% of all buying decisions now involve the internet at some point during the buying cycle (researching, considering options, buying, confirming buying decision, or post-sale information gathering).  Business pundits routinely shout the critical importance of this medium and the need for an informative/visible web presence through books, magazines, media appearances, conferences, etc.

And yet, the majority of small businesses continue to avoid, seemingly waiting for something to happen that will help them better understand and harness this technology.  And that's a problem for a couple reasons. First, the internet is a wonderful place to exhibit products and services and do business.  It's a virtual storefront open 24/7 and can show products/services when the owner/management is working on other things...a dynamic that has been very profitable for some companies.  And second, without sounding too ominous, the door on visibility through search engines is slowly closing.  How?  More on this on the next post..

The Printed Endangered Species List

Don't know if this has occurred to you lately or not, but this digital thing is really making its mark on our lives more and more every day.  From websites than can convey just about any information you're looking for (wiki) to fancy phones to new (daily) jaw-dropping technology designed to make our lives easier...we are truly in a new age now.

Along with these advances though comes the public's re-evaluation of older ways...particularly those things in print that have quickly migrated to the digital world. 

The first is the telephone book. I don't know about you, but the internet (as well as my GPS system) can not only show me vendors nearby but share with me consumer opinions...plus a LOT more information than can be conveyed in a display ad.  The telephone book has been shrinking at our business for years and now I just refuse it to send a message back to the telephone company not to waste the paper.

The second are newspapers.  The migration of people to the internet for news has been staggering...so much so that major newspapers across the country are scrambling to go online and keep a percentage of their readership.  The Atlanta Journal-Constitution recently cut their print publication down significantly...it looks like about half the size it used to be.

Next is snail-mail (aka regular mail).  The USPS lost $2 billion dollars last year and is being forced to re-tool its operations.  There's strong talk of holding delivery on Saturday as well as a weekday.  Email can send most messages...and bills are being paid more and more over payment systems such as e-banking.  Look for the USPS to shrink pretty significantly in the future.

Finally, the digital revolution is even taking on the oldest most effective communication technology known to man up to this point...the book.  Tools like Kindle, which can download and deliver the printed word to a device, may soon replace magazines and books...at least to some degree.  (My hunch is that people will still want to hold books for some time...out of habit alone).

Let's be happy for all the nervous trees out there...and instead of being defensive of the Digital Revolution, I encourage you to welcome the new ways that lie ahead.  As dark as things seem recently, I see great things in front of us.

Small Business Growth--Like a Weed

I met with the owner of a services company in Atlanta the other day. Like so many small businesses, he was from that industry and decided to strike out on his own by finding some capital, finding a couple of clients and growing through referrals. And, like some other businesses, he’s done ok.

But growing solely through word-of-mouth early on is a blessing and curse. The blessing is that it’s a cheap way of marketing, the leads are stronger than an advertising lead due to the relationship nature, and that you can grow into a pretty sizable business depending upon how much time you put into it. But the curse is more often than not that all kinds of business comes in (some not-so-good), the business coming in is not predictable, and the business tends to grow to a certain point then levels off due to the time that owners have to continually invest.

For these businesses, the learning curve on becoming a more effective, efficient marketing operation is steep. How do you get leads into your business? How has it changed over the years?

Meatball Marketing

I generally run into two types of organizations. The first type tends to focus on the operations and the sales part of the business. They'll make an effort on the marketing side but the activity tends to be sporadic and very far in between. So they don't get much marketing traction. The second type focuses heavily on marketing (which is good) but tend to overdo it then burn themselves out. Since marketing is a high activity function, it's easy to get caught in the cycle of perfection...and I can tell you that at the small business level, there's just not enough room for perfection in marketing.

Now don't get me wrong...I'm not talking about letting misspellings on advertising literature go or missing milestones on a promotional event. No, what I'm talking about is taking care of the important things and sometimes looking pass the details. I call this meatball marketing. Meatball marketing is making sure that the most important elements of your marketing program move forward consistently...from planning, to improvements to you brand, and (perhaps most importantly) that the basic marketing tactics are completed.

Is it vitally important what card stock you send literature out on? or is it more important that you got it out at all? I vote for the latter. Of course, being precise is paramount, but not at the expense of the activity not happening. I see organizations get bogged down with the minor details at times...then something else springs up in the organization to push the momentum off the tracks. The next thing you know, the organization is resurrecting the marketing program a quarter later. And that's not a good recipe...even for meatballs.

Marketing's 3 Wise Men

Marketing has to do with finding the right people to sell your products to.  There are 3 ways of identifying your target market and a good marketeer always uses them.  They are geographics, demographics and psychographics. 

Geographics has to do with where your target market is.  Do you want your offering to appeal to the world, the nation, your region (such as the southeast US), your state, county, city, or even neighborhood?  What is your offering best suited for?

Demographics have to do with population characteristics and include race, age, income, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, and employment status.  What characteristics within each of these is your offering best suited towards?

Psychographics take a different, psychological view of the population.  They include attributes relating to personality, values, attitudes, interests, or lifestyles.

By using all three segmentation techniques, you can develop are very defined, and powerful, profile of your target market(s).  Do you currently use these segmentation criteria in your marketing?

The Evolving Power of the Small Business

As the economy continues to evolve (that was a kind way of saying it, huh?), I think we can all expect to see some pretty serious permanent shifts.  The economy will come back...and perhaps even better before, but it won't be in the reincarnation of the "roaring 90's".

One of the most impactful will be that big corporations will continue to shrink (economies-of-scale, increased productivity) and that small businesses will take on an even bigger role on the national and global stage.  We were already starting to see that trend before the most recent contraction.  We already know that small business already accounts for some 60% of our labor force...and this will no doubt increase.

What does this mean to you...the small business owner/employee-in-waiting?  It means that you'll have the opportunity to use your skills with greater impact on the bottom line.  It means that you'll have more control than ever over your financial, vocational, health and general personal well-being.  Who knows? Perhaps the upheaval we've all witnessed and been through will force us into a better position than we were before...maybe even a stepping stone to what you always wanted to do anyway.

What are your thoughts?

Are Testimonials Worth It?

I've been asked several times whether testimonials are even worth the hassle.  The answer to that depends upon your prospect but the truth of the matter is that our general population is made up of about 40% who make internal-only decisions, 40% who make decisions based on what others have done, and about 20% who make decisions based on a combination of the two.  (As a general rule, the younger we are the more importance we place on others' experiences.. and the older we get the less importance we place on the experiences of others).

So since about 60% of the general population base their decisions in some part based on what others do or have done, I think it's wise to use testimonials...on your website, on your collateral, print ads, etc.  According to Dan Kennedy, the direct mail guru, adding a testimonial(s) to your copy increases response.

"Social proof" is the term used for the tool that influences those who use external sources to make decisions.  Social proof comes in the form of testimonials, case studies, a mention in the newspaper or a printed article, etc.  The bottom line is that a large percentage of your target market is externally influenced so I believe that testimonials are definitely worth it.  What do you think?

Numbers Game

As a marketing advocate, we're consistently offering advice on better ways of reaching prospects and customers.  Fortunately, there are a plethora of options...from email marketing to television ads.  There is a marketing mix out there for your business that is ideal.

However, that said, any marketing tactic is predicated on the idea that just a (small) portion will be interested and buy.  A marketing tactic that yields a 5% response is, frankly, incredible.  That means that generally speaking, 95% of the time you won't be successful in closing business.  The truth of the matter is that even with even the fanciest, most effective marketing tactics in the world, business development is still a numbers game.  And that never changes.

I have yet to find a business where prospects just naturally approach them in droves (save a monopoly).  Nearly all businesses have to take on a proactive approach and persist through lots of prospects saying 'no thanks'.  So the bottom line is that in order to be successful, give yourself a break and realize that successful marketing and sales means weeding through all the 'no's' to get to the 'yesses'. 

Remember that Babe Ruth only hit safely (base hit) 1/3rd of his career...which means he was making outs a lot of the time.  You'll experience the same kind of dynamic when prospecting.  Realizing it's going to happen generally takes the sting out.  Get out there and swing...a lot.

Marketing is Writing

There's really no getting around it. The truth is that people rarely buy anything without having read something about it. Whether it's product/service descriptions, advertisements, press releases, website, articles, blog posts, or even the product packaging...people like to learn more about what you offer in their own way and time, and there's no better way than through the written word. This is why you need to get into the habit of writing...or find someone who can do it for you.

When I communicate this to a client, I tend to get one of two responses... either that they can't write or that they don't have time. Both are understandable...however, I still believe it's important for the owner or management team to be involved in shaping the communication with the outside world. So even if they're not doing all the writing, they're setting the right tone and direction. I find that once a business owner starts to write again, like a bike, they pick it up pretty quickly. 

The benefits of this activity are numerous. In addition to validating the sale in the buyers' minds, writing creates ideas. It's rarely the other way around. There are many times that I have no idea what I am going to write, but once I start, ideas develop. And what comes about is often far greater than anything I could have simply thought and then transferred to paper or screen.  I also find that writing organizes the thoughts and makes you a better communicator...such as in your ability to sell.  So get out the pen and start writing again...for your business's sake.