Who Cares if Search Engines Find You…

Who cares if search engines find you…if your clients can’t!

Lately, everyone I seem to speak to is so interested in Search Engine Optimization (SEO), that they seem to forget the whole point!  The primary objective of search engines is to provide searchers with relevant results. Results that match as closely as possible to what the searcher is looking for.

It’s not possible to be well optimized if you are unclear on what keywords and phrases will drive quality leads to your business. Quality leads that will ultimately result in increased sales (last time I checked, most companies are in business to make money)!

The foundation of a solid online strategy has to be a comprehensive understanding of your client’s needs and search habits. It is important to note that this is not limited to website content, but any online presence you may have including Search Engine Marketing, Blogs, News etc…Basically, any digital content related to your business.

When you begin devising an online strategy there are some key questions you need to ask yourself. This is the time to put your green hat on and really brainstorm!

• What are clients looking for when they need my business? Get specific. Make a list of all the products, services and brands that you offer. Don’t forget about what differentiates you.
  
• What might clients type into the search box in an effort to find me? If a client wants a white watch, are they likely to look for ‘white watch’ or ‘jewelry store’? Search has changed, people look for what they want.
  
• What are some of the common requests I am asked for on the phone and in person? If a client calls a plumber, do they say ‘I need a plumber’ or ‘I need my toilet unclogged’? Think beyond the common business categories.
• Are my clients likely to use industry terms that I do? Is a client likely to look for ‘Expanded Polystyrene (EPS) Insulation’ or ‘foam insulation’? Don’t forget about the layman.

There are lots of different ways to come up with the answers, but first you need to start asking the right questions!

So, question… How relevant are you for what your potential client is looking for?

- Aleya Suleman

Bring the Janitor into the Meeting

In my last job as a Marketing Manager for a building materials manufacturer I worked very closely with the architectural community.  My goal was to have architects specify our products in the early stage of building design, which would help to drive sales.  As I worked with forward thinking companies, I learned that progressive firms were investing far more time in the decision making process in order to provide attractive, sustainable structures with low operating and maintenance costs.  To do this, it was clear that they would need to consider every angle before finalizing product choices in order to ensure optimal designs.

One story I heard was that an architectural firm held a meeting with the usual decision makers, but also invited one representative from every area that would be impacted by the design, including the janitor who would clean the building. After the round table discussion a lot was learned from the janitor like how certain materials were hard to clean, impractical and lacking durability.  These types of non-traditional perspectives added considerable insight to the process, which allowed the architects to design a far superior structure than they had ever imagined.

What I have learned is that it is essential to get the perspective of everyone who is impacted by a decision you make in order to provide a solution that is considerably better than one you imagined yourself.

So next time you have an important decision to make, bring the janitor into the meeting!

- Aleya Suleman

Is Your Employee a TwitFace?

As consumer buying behaviors change and customer rely more heavily on their social networks before making a purchase decision, it’s critical that company policies also change in order for the organization to keep up. Businesses today need to evolve by embracing new media and developing a new kind of employee.

Progressive companies are no longer blocking social media sites like Facebook, YouTube and Twitter, but rather promoting their use and encouraging employees to navigate these communities and leverage their knowledge of the media and it’s users.  Active participation will allow employees to be informed, proactive and flexible.

In my opinion, a socially savvy workforce can create a true competitive advantage in today’s marketplace.

So next time you say to your employee, “YouTwitFace”! It’s a compliment!

- Aleya Suleman

Where is Your Finger?

As I delve further into this world of social media, I can’t help but think how so many businesses are out of touch. They just don’t have their finger on the pulse!

So where are their fingers anyway? Seems all too many have their thumbs (in this case), up their you know what and are just not doing anything to figure it out.  Others have their fingers up their nose, staring into space waiting for someone to tell them what to do.  There are a few with their fingers on the pulse, sort of aware of what is going on and trying what they can to keep up…but these days, that’s just not enough! So where’s the right place for your finger?  I think probably sticking right up at your competition while you blow by them at full speed.

In today’s world it’s the businesses that are willing to take risks and lead the way with innovative strategies that are going to build the brands of the future. The ones that are not worried about what the competition is doing, but what the consumer is doing.

So, where is your finger?

- Aleya Suleman