Whose Eyes Are On Your Content?

Posted by JasonB on April 16, 2010

When you’re trying to get new customers, your search engine ranking is critical.
Don’t discount websites you think your target market isn’t on. Though they may not be actively searching on social networking sites like YouTube, Twitter, or Digg; Google is actively searching for your content on them.

In most cases, prospects aren’t going to scroll through five pages of Google looking specifically for your company. They’re searching for an industry and clicking on pages that wind up on the first few pages of a search engine – it takes less effort and the closer to page one on Google, the more credible the business appears.

Create a Hybrid Marketing Strategy: Old School and New School.
You’ve currently tailored your online marketing strategy to your target market – which is good, it’s what we marketers have always been taught.

In a time where search engine ranking is becoming increasingly important, it may be time to let go of some of the tactics you’ve grown accustomed to. Now, it’s not only matters who sees your message, but what sees your message. Search engines are ALWAYS looking at content online; they’re tirelessly working to determine which information is credible, and relevant to its particular industry. The more content your company posts in a place that’s discussing news current to your industry, the higher your site will tank on search engines.

Take Twitter for example; the more tweets and retweets your company posts that link back to your website, the quicker your search engine ranking will increase.

Gateway Partner, Jason Bahnak, explains this process in depth in this video.

2009 Turnover Rates Lead to Wasted Marketing

Posted by JasonB on February 1, 2010

Turnover rates in 2009 topped out at over 3% across the United States (bls.gov). Though your company may have been lucky enough to bypass layoffs, the massive increase in cutbacks means you may be marketing to the wrong person.
In order to ensure your company’s marketing dollars aren’t wasted, it’s important to cleanse your database.

How are you going to do it?
Contact each company you’ve decided to target to identify the proper contact.
You must ensure you are talking to the actual decision maker.
You’re not looking for a job title, but the actual person that writes checks for what your company is selling. The Decision Maker. This person will be tough to identify, as they are often busy a buried behind gatekeepers.
In order to make your cleansing calls more successful, start with some web research. Sites such as LinkedIn, Hoovers, and LexisNexis can provide insight into who does what in an organization. It’s more effective to say, “Is Steve in Operations available?” as opposed to “the head of the Operations Department.”
Speaking to the decision maker ensures your efforts are focused on the right person.
Remember, if you are using a list from 2009 your contact information will most likely be inaccurate.

Though cleansing may not be something you’d like to do, it’s necessary- otherwise there’s a 3% chance you are marketing to the wrong person.