The sun rises in the east…
That’s probably not news to you. But it does represent truth that is both indisputable and never changing.
There are some truths in the marketing world that are indisputable and rarely ever changing, too.
And we’ll get to that in a minute.
This topic popped into my mind recently while overhearing 2 people discussing things that are aren’t likely to change but wishing they would.
One was rain. The conversation went something like this:
John: “WHY is it so hot and why does it have to rain every day?”
Jane: “Because it’s summer in Florida and it just does that.”
John: “I wish it wasn’t so hot and wouldn’t rain so much.”
Jane: “There are places you could live where it’s cooler and doesn’t rain in the summer.”
John: “But I like it here. My family and friends are here. And my job is here.”
So here’s John wishing for different weather but unwilling to accept that it’s a fact of life where he lives and to compound things he’s unwilling to change any of the conditions that make it so.
Another one was about Google rankings:
Jill: “Why isn’t Google showing my site at the top of search results? Mine is just as good as the one they’ve
got there now.”
Scott: “Well obviously they see things differently than you do.”
Jill: “Can you just call them or something and tell them to show my site at the top?”
Scott: “No. There’s no one to call, and if there was, they’re not listening anyway.”
Jill: “But WHY?”
Scott: “That site is better optimized than yours, they have more sites linking to them than you do and a higher overall page rank. To achieve the position they have would require you to learn and do more with your SEO or increase your budget so we can do it for you.”
Jill: “But I don’t want to do that.”
I think you get my point. Just as the sun rises in the east and isn’t going to change, there’s some parts of marketing that just “are” and probably won’t change either.
A short list (with remedies) includes:
People do business with people that they KNOW, LIKE and TRUST. Find a way to get known, position yourself in a way that people will like you, and focus on building trust.
Over 80% of all products and services sold today start with an Internet search. Be sure that prospects find your site in the top 3 spots when they search for the things you sell.
Google owns about 75% of all the search traffic. Either understand how their model works or find someone to help you that does.
If you don’t have a program for marketing your business, then you have to accept your prospects program for buying things. You have the authority to choose your customers and to set the terms under which you work. Use it.
Some companies want you to see marketing as an expense that must be fed to keep your name out there. Marketing can and should be viewed as an investment with a reasonable ROI on that investment
Chew on those truths today and if you need help with any of this, know that once their program is fully implemented, my clients DO get a positive ROI on their investment in marketing. Want some? Complete the client questionnaire here.