Did you know that McDonalds is testing a menu based on vegetarian and healthy food?
What about Radio Shack going bankrupt. How can a technology store, in this technology based world, lose so much business?
The obvious. McDonalds may be slow, but they are not immune from change. At least they are exploring new alternatives for marketing their product line. But, Radio Shack is an example of a store that never paid much attention to the facts that their business was unraveling.
I love walking into a library and smelling books. There is a distinct flavor in the air of all that wisdom; just all the paper plus bindings holding tons of generations in knowledge - a fragrance that’s always going to be endearing to me.
Even libraries are taking on technology to attract more users. Gone are the day of comptuerless libraries.
At the core of failing and stagnant marketing results are owners and stakeholders that just don’t keep up with the current trends in digital marketing. Maybe they think they know it all. Maybe they are resisting technology.
Today, believe it or not, I meet business owners that don’t have a web site or blog. Many are from generations ago and refuse to do business except by word of mouth. Others, much younger, fail to grasp the necessary digital connection required to reach more potential clients.
What surprises me the most, many will pay the yellow pages $300-$400 a month for a placement in the book, without every seeing any proof that money is bringing new business.
That kinda advertising, to me, is more like a bad habit than a intelligent marketing choice.
Web Sites, Blogs, and Social Media have changed the face of advertising. Why? Because they are not dependent on the ole print world - they gather life, morphing to ignite and be the flames of the digital world.
“As of January 2014, 87% of American adults use the internet.”
~ PEW Research
What are some signs that your business is in trouble? By that I mean, not engaging technology to promote and sustain your business reputation.
#1. No budget for online marketing
To get started does not take a boat load of money. If you want professional help for design and SEO (search engine optimization), then you are going to have to hire it. Here is a guide to help explain that information in more detail.
#2. Deep content is missing
Having a blog or web site without well developed content can do more harm than good. Keep your content simple and to the point. Stick to the benefits and features of what you provide. Help the reader understand how you are solving their issue(s).
With online content you can develop an image of being a leader in your industry. It is all about positioning yourself with pictures and news about what you are providing. How are your helping your customers?
Get in the good habit of telling helpful news about your business.
#3. SEO is just a concept
Many businesses have content but the search engines cannot decipher it. It’s like you are making the best apple pie in the world, but no one knows because you aren’t using the proper communication techniques to broadcast your message.
Back in old days when the yellow page book dominated advertising, it was all about a print image. Nowadays getting your information distributed is about using a digital message. That is the system of effective SEO - using the proper techniques. You get what you pay for. Put SEO on your team with someone that has proven SEO results on a local and national basis. Start receiving more traction in the search engines.
#4. Where are you in search results?
How easy is it to get your product or something similar from your competitor? Your competitors can be in Hong Kong, New York or London. In the digital world it is about search results, not your geographic location. If you are not an organic search result on the first page of search results - forget about more people finding your business.
Gear your content strategy and SEO so that you are on the first page of search results for terms relevant to your business period.
#5. Not applying continuous learning
So you have been to university or college. Your business education is done. You can sit back and bask in the glow of the framed degree on the wall. Many white collar folks pride their business on that foundation - I see it all the time.
“Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.”
~ January 2015 (CMO Council)
A fast changing world means yesterday’s degree is just a piece of paper. How much do you know about online marketing and the current trends?
#6. Passion and creativity is missing
Phones are a mainstay. The house phone days are over. Now, each house has more than one cell phone. Is your business available to the cell phone audience?
If you want to build your brand then you MUST include the younger audience - this is just common sense. The most popular activity with younger mobile phone users is social media.
“As of January 2014, 74% of internet users use social networking sites.”
~ PEW Reseach
Libraries are reinventing their product line to accommodate changes in readership interest. What are you doing to adjust your social marketing to reach that audience?
#7. Content is rigid or invisible in search engines
Ever bought an product on Amazon. It is so easy with one click. How easy is it to buy your stuff online? Are you making obstacles to online shoppers or making money?
According to Ev Williams, the founder of Blogger and Twitter.
“Here’s the formula if you want to build a billion-dollar internet company. Take a human desire, preferably one that has been around for a really long time…Identify that desire and use modern technology to take out steps.”
Finding information, checking the weather is no longer something one does in a newspaper.
The trend of buying products from paper catalogues is being replaced with online shopping.
Reading emails and making purchases are done on the bus, the beach and in the cafe.
Companies that are ignoring the smartphone revolution need to design their business and technologies for a mobile world.
How get your business out of quicksand?
Without a digital marketing plan then your business will sucked into the wind of your competitors. The digital world is here to stay. It is growing in leaps and bounds. If you are wondering about that, next time you are out in public look around and count the number of people who are glued to or are checking their phone.
If you have read this far, take the next step. Ask your questions to discuss ideas, that’ll put your marketing on track for the digital age - starting right now. Send me your questions.
You can visit our previous blog here.