Why I Still Believe in Content and SEO
Free, organic marketing is much tougher in the last 10 years.
The reason is the online mega-lopolies Facebook, Linkedin and Google have throttled free exposure/reach in their channels. The increased challenge to draw traffic and leads through them has resulted in many companies giving up.
Certainly, it requires more funding, expertise and strategy to win the battles for visibility.
Fact: Google Search Generates the Most Traffic/Leads online.
Yes, the lion's share of traffic going to successful companies is via Google. It's still 80 to 90% for many companies.
Search provides constant visibility to customers eager to buy. They want and expect excellent, highly relevant content. And great content shares nicely on Facebook, Instagram, Twitter and Linkedin.
I believe in great content, and that requires intensity, passion, skill and empathy for the customer. I create content Google recognizes as useful and valuable. I've created million visitor blog posts.
We should never give up on Google traffic. We can have our cake and eat it too. It just requires skill, resources, expertise, strategy and an appropriate budget.
Once clients build up some courage, they can learn to use a variety of organic content to power paid promotion. And promotion is evidence of confidence and intent to win.
I'm passionate about Content and SEO because they generate the maximum relevant traffic to the content they are most enthused about -- content the engages them at a deeper emotional level. Without that, they're just window shoppers with a weak connection to your UVP.
The visibility/traffic battle can be won by:
Big Companies Have Doubled Down on SEO because It Works
Companies are still winning with SEO and Content Strategy and some aren't exactly experts in building and executing content strategy. For the most part, it's the massive budgets and strong promotion that generates positive results.
That can be deflating for small businesses who fear they can't compete with those big marketing and promotional budgets.
I want you to know you can, with me!
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However, I need freedom, resources and support, which I know you're going to give me!
Hire Only the Few You Absolutely Need
The way to compete is to be ultra-efficient with talent hiring. Efficiency is key.
This is where the excitement comes in because with small, skilled teams, you're getting reliable, expert output and you can add freelance designers/specialists on a project basis to fill in gaps. Don't hire full time for gaps or common services -- often your key talent can handle them too. Versatility should be part of anyone's job description.
Don't hire anyone you don't absolutely need.
When SMB owners hire efficiently and hire excellent talent, they should have big funds left over for the paid aspects of organic marketing.
Free, organic marketing isn't free, and once you realize you do have the budget to compete, you'll be more inspired. And I will too.
Protecting and Freeing Up the Funds Necessary
Getting clients to spend is the toughest hurdle to their success. Sadly, I can't always persuade them to invest in their success. Some don't and have seen their ship sink into the sea, because they didn't prioritize well.
With some encouragement and good consulting, you can turn around your business results.
Working with me, and being open to "best results" not best practices, we're both going to feel what success feels like.
If you're in business, that feeling is the real barometer of success, not profit.
A little faith, confidence, and risk taking. This is the most sensible approach, what any smart entrepreneur, manager or CEO follows.
Find out more about Gord Collins, Travel Marketer.