I read a good post today related to clients and their respective search engine optimization providers. The author raises a good point, pointing focus to a sometimes-divide in understanding taking place between clients and SEO providers, especially regarding “results.” Both parties have responsibilities to foster understanding. Providers must illustrate the usefulness and effectiveness of services and clients must clearly relay expectations and areas of need. Of course, it’s an ongoing process; regular communication is always paramount in any kind of marketing campaign.
From the onset, interested business owners, seeking services, need to foster their own understanding of SEO and ask questions when necessary. Additionally, it’s beneficial for novices to consider the following information related to the industry.
What is YOUR Definition of Results?
A client’s definition of good results may differ from that of providers. Both parties may be correct and secure in their own definition, yet both need same-page understanding. Interested SEO clients need to express their definition of results.
For instance, a client may desire immediate traffic due to a newly-released product. The client has a vague understanding of search engine optimization, and desires first-page listings on major SEs regarding a competitive term, representing the product; their definition of results is first-page listings within a month. A provider must effectively communicate the rift between the client’s wishes and white-hat reality, explaining SEO is not a race. Hopefully, the parties can come to an understanding and the client can properly modify their original definition of results.
Mold Your SEO Campaign
Think of search engine optimization services as a ball of clay. Using consultations and suggestions of providers, clients use available resources to sculpt a customized campaign. Every business is unique regarding services and products offered, age, aspiring direction, and immediate and long-term needs. A growing list of services, all facilitating online success, may be of interest.
For instance, WebiMax is an SEO provider, offering a multitude of online marketing services, which depending on a client’s level of understanding, may not be immediately recognized as useful. For example, those in the industry know social media engagement is a great way to drive traffic, boost exposure, and facilitate campaign results. However, if you’re a small business owner, engrossed in your business, with little time to read up on the industry and social media, Twitter and Facebook may represent nothing but “those sites kids use.” Well, if the small business produces products or services used by the younger generation, considering the owner’s definition, social media engagement is a good idea, yet those in the industry know social media can indefinitely benefit business entities of all shapes and sizes. Hopefully, a provider can clearly explain the scope of all services and associated benefits to clients with limited understanding.
In a perfect world, providers clearly illustrate the scope of services and realistic results while clients relay understanding and align their definition of results with that of providers. It’s essential to establish clear communication with providers of interest. In some cases, a business owner has the time to directly and regularly speak with providers. In other cases, where the client is a bigger business, a representative or ongoing liaison is essential.
It’s not uncommon for clients and SEO providers to land on different pages, have opposing views, and different definitions of results. However, ongoing communication keeps the train on the tracks, with little opportunity for derailment or a rift in client-provider understanding.
Thanks for reading.
Would it be benefit your brand if consumers traded places with its executives? I don’t literally expect executives to become consumers of their own brand; but, I encourage them to think like customers often and much. Empathy is the ability to relate to another person as if you’re “walking in their shoes.” Ensure your marketing objectives spawn from empathetic sentiments.
Is it easier to make good progress on a Rubik’s Cube before ascertaining the purpose of your product or service? Why? L. da Vinci was not an online marketing guru, but he was a smart guy, relaying, “Simplicity is the ultimate sophistication.” Don’t make it difficult for your consumers to understand the usefulness of goods and services; facilitate the immediate, “Aha!” Good marketing introduces a consumer-relatable issue, and then introduces a brand’s product/service as the solution to the issue.
Let’s use Lava Soap as an example. There’s no mystery here; it’s a heavy-duty hand cleaner. It cleans your hands…better than soap – easy to ascertain and remember.
It’s hard to find a vertical void of competition, necessitating distinction between competitors’ respective products and services. Are your marketing sentiments charged with elements of distinction? Why not? Think like a customer. There are multiple options available; why would a consumer be intrigued by your option? What makes your product/service different and how does the difference make for a better consumer experience?
Remember the Nerf Turbo football? There were tons of footballs to choose from at the time, but Nerf made the turbo different.
The Next Generation
Does your company produce time-sensitive products/services, susceptible to losing consumer interest as new technology enters the market? Do you relay a long-term sentiment to customers regarding the product/service, ensuring the brand will update, make modifications, and produce next generation products/services? Why not? Successful brands seek long-term customers, facilitating such relations, by focusing on long-term production.
Apple is a great example. Apple consumers know upgraded gadgets are on the way; and they faithfully wait…even campout.
A modern-day consumer, with access to multiple social media platforms, is likely to prefer a brand with personality. Are you devoting business time to social media platforms? Why not? Aside from new, social paid advertising platforms, the marketing process is free. Secondly, now is such a convenient time to engage social media sites; businesses have access to multiple, social tools, making it easy to align brands with target markets. What kind of brand-to-consumer interactions do you appreciate as a consumer? Are you offering the same kind of dynamic and enjoyment to your markets?
I’m a jiu-jitsu advocate but not a huge fan of the UFC. However, I am a huge fan of their social media participation. The brand does an excellent job of regularly offering media, spawning conversations, and facilitating a community.
Social Media platforms (notably, Twitter) have clearly evolved to become the most efficient form of mass-communication. It’s now becoming that it’s also the most effective. Reports surfaced over the weekend that Twitter played an integral role in the debt ceiling debate in Washington.
The debt ceiling debate has been going on for weeks as President Obama has been negotiating with Congress to agree on an amount that the ceiling will be raised to. President Obama, on his Twitter account (@BarackObama) asked citizens to tweet their congressmen to ask them to try to come to some sort of agreement with the President. Anyone who followed this was asked to include the hashtag #compromise.
The outcome of this was a bitter exchange of tweets and retweets by congressmen and others, challenging the debate, and almost continuing the debate online.
It has also been reported that the exchange of tweets actually helped the agreement (announced by Congress) late on Sunday. The House and Senate will vote today.
Social Media is clearly extremely powerful. Years ago, people could never have imagined having a communications channel that would connect them to the most powerful people in the world. It continues to evolve.
Research conducted by the Interactive Advertising Bureau (IAB) at the beginning of 2011 states that video ad spending will increase 22% in 2011. The report states that this is due to the fact that video advertising provides marketers with more reach, consumers are more engaged, and it is easier to track the overall return on investment.
Announced this month, WebiMax has partnered with a nationally recognized video producer to bring Video Production Services to our product portfolio. If your company hasn’t been investing in video advertising, your company may be missing out on increased sales, leads, and client retention.
Our team of marketing experts, in congruence with our video production firm, will strategically design your video whether it is a new product demonstration and launch, television advertisement and commercial, viral marketing video, or any other form. With WebiMax, the limits are endless!
Creating your video advertisement is the first step, the second is making sure your video is reaching your consumers. Much like we’d build a company’s seo campaign, the team of experts at WebiMax can build a strategic video seo campaign to ensure that your video populates the top of search engines.
Better yet, have a new product you’re releasing to the market and want to create an advertisement, or product demo? We can help you do just that! Our producer firm can create any environment in our studio to be used in your product video.
See what makes WebiMax the #1 rated SEO firm in the United States by TopSeos.com.
“How do I use social media as an online marketing tool for my company?”
Have you ever been in a conversation with someone who continuously talks about themselves? Of course you have. We all have. These one way conversations are quite the monologue and often leave the other party frustrated. I find myself tuning out to what that person is saying and just trying to find a “Pinter Pause”, or at least, a slight moment of silence to jump in with a few simple words. It’s quite annoying and leaves you feeling bored and frustrated.
As we get older we understand that it could be a personality flaw or just a lack of courtesy. And if we use the same comparison, with relation to traditional and online marketing, we are left with ineffective results. When we speak about Social Media we are not just tweeting our latest sale for products and service. Lord knows there are a ton of those out there within the now 10 billion tweets. These are the first ones we overlook as they offer no value.
So that leaves us with the open ended question, “How do I use social media as an online marketing tool for my company?”
And when I ask this question it has more to do with driving online traffic and capturing new leads. Social Media offers us the most advanced form of real time communication for us to speak with potential customers, clients, employees and the general public. But that is not the best part about it.
An effective Social Media campaign begins with listening to what is out there. What are people talking about? A quick search.twitter.com of your keywords and phrases produces results where you can listen to what type of chatter is occurring. Sales101 teaches us if you’re not listening then you’re not selling. Sales and Marketing are directly related to one another and this is no exception.
When we are delivered results the first instinct may be to hit up as many replies as possible for instant traffic. Oh wouldn’t that be nice? And in a sense, sure – it most certainly would. But, if it sounds to good to be true than it most likely is. Remember your reputation is always on the line. People are listening to your tweets and what you say is an impression that you may never have the chance to retract.
When we listen to what the community is speaking about we can become an active member with valuable replys or retweets. A good ratio for retweets vs. tweets about your self is 12:1. That means listen and reply naturally 12 times before you tweet yourself. This is an effective formula which leaves you looking like an expert by providing valuable content to the community and not just sending out tweet spam.
Do you have a hobby? Depending on the nature of your hobby, you probably notice people with different degrees of experience and talent. I attend Jiu-Jitsu classes in Berlin, New Jersey and observe the varying skill levels.
Search engine optimization and online marketing is very similar in regards to those with varying degrees of hands-on experience and efficiency. In Jiu-Jitsu, class attendance and training with experienced practitioners facilitates the attainment of higher-level belts. What warrants the competence level and ‘belt’ of an online marketing company or SEO practitioner?
The notion of assigning belts to SEO consulting services and online copywriting services seems novel and a bit humorous, yet the notion of perpetual learning and positive progression is one that deserves reverence and interest. How can an online practitioner evolve?
Hosting a library of books pertaining to a specific subject area is expected of all students, yet the blogosphere addresses news, tactics, and more on a general to time-specific platform. Reading on-topic blogs can help facilitate the knowledge of search engine optimization and online marketing. Gather RSS feeds from industry-respected bloggers.
Search Engine Land
Daniel Scocco from Daily Blog Tips actually issued a post of ‘Top 25 SEO Blogs’. The post is over two-years old, yet remains a good piece of reference.
Conferences are available for a Philadelphia SEO company to take advantage of. Check for upcoming conferences in your city. SES conferences are popular within the fields of SEO and search engine marketing. Conferences offer a setting to learn new information and to meet other professionals in the industry.
How much do you enjoy landing page optimization, social media consulting, SEO copywriting, or other online marketing initiative? Have you considered moonlighting in order to procure your skills and make extra income? Check sites such as Elance for those seeking the services reminiscent of an online marketing agency, yet will accept the services of a freelancing professional. The ‘extra’ practice can give you the added experience to accelerate your learning.
The subtitle refers to the notion of perfecting your skills on your own. Danny Dover of SEOmoz constructed an excellent post a little while back referring to ways you can become a self-learned SEO professional using only thirty minutes of your time per session. It is essential to gather the basics from respected sources, learn what direction to proceed, and then do so at your own pace. Small and consistent dedication to your craft can definitely result in eventual success and a possible SEO black belt.