If you have a website redo on your list of goals for the new year, you’re not alone. The average lifespan of a website lowers every year, making redesigns more frequently necessary all the time, and this phenomenon shows no sign of slowing down.
Those of you who know me and are familiar with my role and responsibilities as “Principal of Practicality” at Insight180 will chuckle at how NOT surprising it is I would coin the phrase or espouse the concept of “Practicality Marketing.” (Well, some things should be predictable in life, shouldn’t they?)
As a small business owner, consultant or upper-level manager in a professional services firm, you’re busy, and each day, more and more demands are made on your time. Your company made the dive into social media, and now your agency tells you that you got a negative review on Facebook or some suspect comments on your blog. So you’re thinking, “why did we ever say we would do this social media in the first place?” Well, it’s because you also want to reach more people, be known as a thought leader, and more than that, have an engaged audience. But what happens if you’ve got that “one bad apple” among lots of healthy, positive engagement?
Here’s the scenario: You’ve put your heart and soul into your website design and content. You’ve reflected on your true customer and identified him or her accurately, you’re speaking his or her language and addressing his or her needs, and you’re writing regular content that’s relevant and useful. Great.
One of the beauties of summer is the chance to disconnect from technology every now and then and reconnect with old friends. I had such a chance a few weeks ago when I went to visit my best friend of 40 plus years. We always seem to be able to pick up wherever we last we left off and immediately get to laughing, reminiscing and catching up on one another’s lives. At one point, we were sharing fond memories of our days at girl scout camp as my friend was preparing to send her two pre-adolescents to scout camp in the coming week. My friend is such a devoted and thoughtful mom, she was already planning notes and care packages to drop in the mail so that each of her children would have something to open during their days at camp.
How you rank with search engines is an important part of building a successful business. But the active tasks of search engine optimization (SEO) are very different in 2014 than they used to be even just a year ago.
Sometimes it’s the obvious things that we miss. Of course we all know to have the who, what, when, where and how of what we do up-front and center on our website and marketing. But sometimes, the most obvious gets overlooked. Perhaps it’s time to check your site and make sure you have it covered.
If you’re a client of ours, and are an advisory business, you’ve probably gotten an earful from us on how important it is to have a blog, and write and speak about your expertise area, in order to build your reputation footprint and marketing authority. You’re sharing tips, writing compelling headlines, doing and inviting guest posts, commenting on other blogs, and promoting your activities on social media. So, you’re good right?
And, yes. . . . you should do something about it.
I’ll just say it. Your positioning is weak. Most likely, if you are a B2B advisory firm, consultant, law practice or other professional services firm, nonprofit trade organization, or other organization that sells “the invisible,” your positioning is probably weak. Some of you don’t even tell us what you do or who you serve or how you help (your positioning) on your website’s home page, making potential clients dig deep (and lose interest) as they try to find out if you can help them. Unless you are a marketing-savvy emerging tech company touting a unique new service, you are probably coming off as one of many in a sea of sameness. How does your brand set you apart? How does your organization position itself? How do you express it? And why does this matter?
Continuing from our post, Digital Marketing Predictions for 2014 Part 1, we’re taking some time to reflect on digital marketing trends of this year and what might become the core practices in 2014.
Interested in what’s new in digital marketing for 2014? As 2013 comes to a close, we’re taking some time to reflect on some marketing trends of the past year and what to expect for the next. These practices aren’t simply adrift in the marketing world, this new wave of practices is moving from trend to convention. Learn what you should be adding to your digital marketing mix in part one of our digital marketing predictions for 2014.
If you’ve heard me rant and rave about expressions like “it’s in our wheelhouse,” “let’s circle the wagons,” and “I’ll reach out to him,” I apologize in advance. I’ve never been one for clichés or catchphrases. But, if you’ll permit me, I’d like to explain why I think it’s important to avoid using idioms like these in business conversation.