Category Archives: Marketing

Display Network Advertising

I often talk about, and write about Search Network Marketing. Today I want to give a little time to Display Network Marketing. Let’s start with the key difference between the two.

The Search Network is mostly a TEXT based format. You enter a query into a search engine and receive textual links to websites which relate to that search. Yes there are a few visual elements that display in blocks here and there, but for the most part, the search network has always been (and remains) a text based network, where advertising is text based, hence the name Ad WORDS.

The display network is a VISUAL format. It is the realm of “banner ads” though certainly not in the old school sense of buying a banner on a single website. There are thousands of websites in the Google Display Network, grouped by topical categories (and other elements).

Google Display Network
Google Display Network Partner Sites – Just a few of many thousands!

While search marketing is a powerful advertising means, some products or services do well in a visual format vs, just plain text. Both text and display ads will send you to an advertiser’s website when clicked, but visual ads that have motion and color and other forms of visual appeal, could get your attention, and may entice you to click where text alone does not.

Display Network advertising also works well for new technologies and new or unique ideas. A business may have a really cool offering that would excite you once you saw it. Yet it’s not something you’d ever search for (because you don’t know it exists). That’s where Display Network advertising outperforms search marketing. Where the Search Network delivers ads in response to a search, the Display Network delivers ads in response to prospect affinity.

Case in Point

Let’s say you’re a business that sells a product that really appeals to sports car enthusiasts. You have your ads appear in sports car blogs, forums and in sports car sections of Display Network sites. Your prospect clicks your ad, visits your site and finds the product interesting. He may purchase then and there, but let’s say he moves on … then, the following morning he visits his favorite news site.  If the site is a Display Network partner, he may see your same (or a similar) ad there.

The news site has nothing to do with sports cars, but he clicked your ad yesterday and visited your site, a cookie was accepted in his browser, and that partner site read his cookie and served up another of the your ads today. That’s how the ad “followed him” from his prior visit. This is an example of re-targeting. You are targeting site visitors to see your display ads elsewhere. The repetition helps your message to sink in, or remind your prospect of that great offering.

This is just the tip of the Display Network iceberg, but it’s enough to give you an idea of what lies beneath the surface. To learn more, call or email us, and … don’t forget to spread the love below if you found this post interesting.

Why is Search Engine Marketing So Successful?

Why is Search Engine Marketing So Successful?Well I just HAD to write this blog post because I felt that some of the top ranked articles for the query “why is search engine marketing so successful?” were clearly missing the mark.

The main reason that “search”  (organic or paid) is so successful boils down to two key differentiators:

  • You are reaching prospects who are specifically searching for what you offer, and …
  • You are reaching them at the moment of peak relevance and interest

No other form of advertising truly excels in both of these two critical areas like search marketing. And when you think about it, it’s clear that these two advantages are inherent by design.

The Shotgun Approach Versus Focused Targeting

With billboard, radio, direct mail, email, cable, and even social media, you are pushing out your message to a somewhat random audience. They may be interested in what you have to say, but it’s more likely they are not. It’s true that there are means by which demographic targeting can narrow your audience in the above formats. But despite great improvements in targeting over the years, none of these mediums hits the target squarely on the mark for these two bullet points above.

Let’s take an example business type: roofing. We can try to narrow our audience to certain age groups, certain income levels and even certain neighborhoods. But we cannot target “homes with roofs struck by trees in the last 12 hours”. We’d really need a team of “spotters” driving around the entire geographic territory looking for recent roof damage, say, after a major storm. That’s not a bad idea actually, but a bit costly.

We still wouldn’t capture the homeowner who has been saving up for a new roof and is just ready to do it. Maybe he’s ready because the roof is old, there are a few minor leaks and the timing is right. The only way we can truly target homeowners (or business owners) who are ready to replace their roof and are open to advertised offers is by creating and advertising an offer to be shown only to prospects searching for a roofer or a roofing contractor.

It’s NOT Just a Game Of Impressions

What’s even better, you don’t pay a dime to show that ad to that targeted searcher. You only pay when they actually click on your offer. Compare that with those extremely expensive display ads of years gone by in the “yellow pages” (yes, some of us still remember those days). Yellow page display ads were able to generate significant revenues for directory companies for many years prior to the newer more efficient means of “search marketing”. That’s because directories (phone books) were the original “search marketing” form of marketing.

But even back then (and still today) with directory ads, like every other form of advertising previously mentioned, you are paying for impressions. You don’t do a direct mail campaign, and only pay for people who contact you from the flyer or card. You pay for delivery and hope that there is an “impression” left (though many people will simply throw away the piece).  When you spent $2500 on a nice display ad, or $15,000 for a “back cover”, you were paying for a year’s worth of impressions – until next year’s phone book came out.

Now, to be fair, it is true that people will search online for the purpose of long term research, including “do-it-yourselfers”. This is especially true when the need is not dire or emergency event-driven (note to businesses that provide emergency event-driven services – you better be doing search marketing because your competitors definitely are).

But again, to be objective, you are marketing to the same proportion of researchers as any other form of advertising. So there’s no real disadvantage to search marketing other than the ease with which to compare other advertisers within the same search related category.

Search Marketing: Then and NOW

Search engine marketing is successful for many of the same reasons that directory advertising was so successful in years past. It has the same main drawback (many competitors in the same search category) but search engine marketing has several awesome advantages.

  • Search Engine Marketing (SEM) costs a fraction of the price
  • YOU create the ads so there is a real creative advantage
  • you can turn SEM up, down, on or off as business conditions warrant
  • you can test, tweak or change your SEM message in real time, at any time
  • SEM supplies valuable metrics that help you gauge your ROI
  • SEM still hasn’t caught on to the degree of directory advertising when the Yellow Pages were still “King” in the  marketplace
  • The most widely used search engine in the world derives most of it’s revenue from SEM – so success is more or less “baked in”

Let’s take this last advantage seriously, because Google is a serious company, and ultimately it wants SEM to work well (so it can make money). And there’s no doubt it can more than help to bring this about.

We have quite a few website clients who are VERY well positioned organically (and have been for years) and they continue to get about 10 to 20 relevant clicks per month organically. These same companies have easily gotten 40 to 60 additional clicks when we create SEM campaigns for them.

Remember SEM is a marketing format (within search) whereas search in general is more of an information gathering format. Clearly it makes more sense to achieve better marketing results in a marketing format on a platform that makes the platform provider money. And without a doubt, a greater share of marketing success has been driven to SEM from SEO over the last 15 years as the marketing capabilities within search engines has improved. I saved this one for last since it is the most compelling, obvious and persuasive reason as to why search engine marketing is so successful. Google’s share price should be a good indicator of that success.

There’s still time to take advantage of the relative “newness” of search marketing, especially for small local businesses in smaller to medium sized cities.

In many cases, there is little search marketing competition, and what does exist can be outranked and outperformed by a good search marketing strategist. These are some of the most compelling answers to the question: “Why is search engine marketing is so successful?”

SEM is likely to remain the most successful means of advertising for years to come in terms of ROI, but the advantages of “first to market” are still available in some markets, which gives advertisers an amazing ROI boost.

To learn more about the advantages of a well run search marketing campaign, gives us a call or shoot us a message.

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Small Business Website Promotion

Whether you’ve launched a new business, want a new look or have a new product /service launch that would benefit from online promotion, our small business website option may be just right for you.

Being a local small business ourselves, we understand how to help other small businesses establish their brand and promote their value proposition in the competitive online marketplace.  And because we run lean, we can do this well at a surprisingly low price …

Small Business Website Promotion

Our Entry Point of $429 Includes:

  • 20% savings over our already low price of $536
  • mobile responsive design (your site adapts from desktop to tablet to smartphone seamlessly)
  • a smart domain for your business or product launch
  • a valid license for your site design
  • up to 7 pages of content, including a contact page
  • domain based email / forwarders to your existing mail accounts
  • consistent design with your existing logo / brand
  • the first year of web hosting, included FREE

Need to establish your identity or design a new logo? How about search engine and content marketing? Do you need custom applications like e-commerce, online learning or member registration?

Of course we can handle all that, immediately or down the road, and not at some exorbitant price. We believe that small business owners should be able to benefit from web technologies without having to be web experts themselves. We discuss those things critical to your success when we meet with you and then choose the right platform for your objectives.

No matter what your immediate or long term needs are, our small business website promotion is affordable enough to lay the groundwork, with no monthly fees or long term contracts.

Small Business Website “Code 20” Call In Promotion

You must call 850-766-2711 by October 20th, 2016 to claim your 20% savings. If the call-in number is busy, leave a message mentioning “Code 20 Promo” and we will call you back within 1 business day. We will reserve your discount as long as you begin the site launch process with us by November 20, 2016.

(use the social links below to refer this promotion to other small businesses that you think may benefit. Contact wil@mywebmarket.com for quotes or requests not related to this promo)

Your UVP from a Competitive Viewpoint

What is your Unique Value Proposition? Why should your business have one? How can you develop your UVP?

These are basic questions that every successful business should be able to answer. But beyond the basics, what is the best way to review, refine and market your UVP over time and through change?

How Do You “Look” Online?

Probably the most interesting exercise I can recommend is to search for your UVP online and gauge the results. Do you see your business in the results? Do you see your competitors? Do you see opportunity?

Walk A Mile In Your Prospects Shoes

As you refine your searches to get the results you expect, do you look at your competitor’s home pages? What is your first impression? What is their core message? Do they all sound alike? Are they all making the same common error?

As you review your competitors, consider your customer perspective. Take this opportunity to view your competitors as your prospects see them, and then apply this perspective to learn how they see your company as well.

In one revealing test of this technique, I tried to research specific UVP information online for this article. And I found a disturbing trend. Eight out of ten search results served up pages which:

  1. didn’t offer anything useful about UVPs beyond what a typical business owner would already know, and ..
  2. interrupted my experience before I could get to the third sentence with an annoying pop-up

Needless to say, I gave up on the prospect of finding really useful information. But the one memorable search result was from a page that offered a short and fairly useful insight – then just left me hanging. This online version of the famous “walk away close” may or may not have been intentional, but it earned my respect for the author.

The point here is that many competitors were obviously operating from the same “playbook” of offering some information and then asking for a commitment in return.  Where they all failed was that what they offered did not have enough value to earn that commitment.

If you can capitalize on a mistake that almost all your competitors are making – well … that’s kind of like being handed the keys to the city. This should be rare, but it happens.

More likely, your apt to notice a less annoying trend, which we could call a “Common Value Proposition” (CVP). CVPs aren’t remarkably creative, nor do they appeal to a specific market niche or customer segment – they are strictly a mass appeal approach.

When a CVP gets worn out because all your competitors are using it, branding it, selling it and just generally beating it to death, there may be an opportunity to differentiate simply by NOT sounding like every other “X” in town (where X = your business type).

Use this opportunity to really stand out with a value proposition that isn’t so unique that it only appeals to a tiny market segment – just unique enough that you don’t sound exactly like the rest of the herd.

There are other ways to refine and articulate your company’s value proposition, both internally through it’s culture, and externally through marketing. But this online competitive review tip can be revealing and useful. And it’s easy enough to explain in a blog post  (with no annoying popups).

For more information about how we can develop and market your UVP online, give us a call at 850-766-2711.

Tallahassee Search Engine Marketing Success

Anatomy of a Successful Tallahassee Search Engine Marketing Campaign

Let’s look at some metrics from one of our top Tallahassee Search Engine Marketing (SEM) clients. Their success illustrates what one can expect in a well designed search marketing campaign.

First we’ll review their share of mobile vs. desktop search.

Tallahassee Search Engine Marketing
Mobile Search Exceeds Desktop Search

As with most campaigns today, mobile search exceeds desktop search. In some cases we see 60/40 mobile or higher, depending on certain factors. So it’s important to have responsive landing pages and call extensions. Call extensions are especially important if your lead generation strategy calls for it.

In the case above, our advertiser favors phone calls over web mail or email contact. Again this varies by business type and advertiser preference. Call extensions allow for mobile click-to-call, which is easily tracked by click type segmentation.

Mobile Search
Mobile Clicks to Call Can Have High Conversion Rates

This client receives about 12 mobile click-to-calls every month in addition to about 10-15 other non-mobile contact types (including non-mobile calls). These metrics translate to about one contact per business day, at a cost of about $300 per month.

If we break this down to a conversion average we get some pretty exciting results. At 24 qualified contact leads (conversions) divided by $300 our leads cost $12.50 each. Our Advertiser has a popular service and is competitive, so they close about 22% of these leads (they also know how to engage and sell).

Their profit margin is about $250 per sale on average. With 5 leads closed per month this equates to $1250 profit per month for a $300 investment. This gives us a 410% return on investment for search engine marketing. Again this is an actual local Tallahassee search engine marketing customer – one of our top three.

Factors That Increase Your SEM Success

Obviously there are a HUGE number of factors involved in building a successful campaign that gets the highest quality scores, best click-through rates, lowest cost per click and highest conversion rates. So what do our top three performing campaigns all have in common?

  1. We handle their web page development
  2. We handle their organic SEO (search engine optimization)
  3.  We handle their paid SEM (search engine marketing)

When one competent provider handles all three items above, your chances of a high ROI are much more likely. This is because each of these items is connected to one another. And optimum relevance is the binding connection.

We see plenty of poorly performing campaigns where the measure of success is number of clicks only. Low performing campaigns can easily generate lots of irrelevant and expensive clicks that never convert into a sale.  Most of the spam you receive with unsubstantiated claims and promises about SEO and SEM depend on cheap clicks that never convert.

We prefer not to bore visitors with industry jargon regarding our specific methodology and execution. But we do want to point out the increasing importance of mobile search. And we wanted to show you some actual success results. Here are some more. After all, this is what clients pay us for – world class results.

We understand that business owners don’t really have the time to focus on how exactly we do what we do – they are too busy handling the leads we generate for them. And we believe that’s the way it should be.

To schedule an onsite consultation, give us a call or drop us a line at 850.766.2711 or wil@mywebmarket.com

A “Push or Pull” Perspective on Social Marketing

Not long ago, I wrote about the marketing limitations of Social Media. Today I want to note certain advantages of Social Media.

But first, let me tell you what inspired this post.

A fellow technology professional that I’ve known for years (and partnered with on occasion) has developed certain niche applications for very specific vertical markets. These niche applications are quite useful when understood and applied. But they are so innovative and unique that few if any prospects would ever search for them on the web.

I’ve written about this phenomenon in the past, citing Daniel Burris’ “New Golden Rule”.

Give your customers (and prospects) the ability to do what they can’t currently do, but would want to… if they knew it was possible”.

The above referenced applications do exactly that. The problem is – prospects don’t search for what they don’t know is possible – so search engine marketing can present some real challenges here.

But targeted B2B marketing, to the degree that LinkedIn provides, at least gets our message out to that niche market, right down to the niche persona. So LinkedIn may offer an advantage over search marketing in this regard (as well as in filtering out undesired prospect types).

Then we have Facebook. While it will never have the reach of the wider worldwide web, it does an incredible job of local marketing for the business owner who is actively social by nature,  but doesn’t have the logistical means to talk his or her venture up to 10,000 locals in a week. Facebook marketing can do that.

Push or Pull Marketing
Push out a targeted message when you cannot “pull in” an existing intention.

To recap from my earlier post, Social Media is still a “push” vs. “pull” medium. By this, I mean that you are pushing your message out to an audience vs. the audience searching for your product or service.

While you can limit search marketing geographically, you cannot target your message to a specific social network or business niche persona with the effectiveness of Facebook or LinkedIn. So … credit given where due … social marketing strategies have certain advantages over search marketing, despite the incredible reach, popularity and success of “inbound”  marketing.

We hear a lot about “inbound vs outbound” marketing in the digital space, but “push or pull” predates “online” by centuries. For example, when a consumer visits a mall intending to buy a sweater, he may enter a clothing store with no direct marketing enticement at all. You could try to “push” a pair of pants on him, but you’re more likely to ring up a sweater, since that is what he was intending to buy. His intention “pulled” him in of his own accord.

Search engine marketing is so successful because it replicates this long standing “fulfillment of intensions” online.

But it cannot fulfill a “really useful unknown”, and it cannot raise awareness of a business “you’d choose to buy from because of the owner’s good standing in your community”  – not like social media can.

Digital marketing offers a platform for every situation. Good strategy is the deployment of the right platform for the situation that fits it best.

Change Overdue for “SEO”

Back in the late 90’s the idea of mywebmarket.com was beginning to take shape. We started using the term “Search Engine Optimization” back then, before it really caught on – even before Google went public.

In those days it was all about studying the search ENGINE (its algorithms) and how it indexed and ranked pages. Eventually, the terms Search ENGINE Optimization, and then Search ENGINE Marketing, came into widespread use.

Today, things have changed. We pretty much know, almost intuitively, how the engines operate. Though we hear a lot about the horrors of pirates, pandas pigeons and penguins, we haven’t seen anything unpredictable from these algo changes at all.

Search engine algorithms are a basic form of artificial intelligence, and like all A.I., the objective is to gradually become more organic. It was only a matter of time, for example, before social signals informed Google search of human preferences on the web.  With popularity and link authority so well established already, this was no surprise.

Algo changes will come and go, but the trend is clear. Search engines are becoming increasingly humanized. We even personify them in voice generated mobile search (Help me to … Show me where … How can I …)

Clearly, it’s not the engine we need to “figure out”, it’s the searcher. Algos are becoming more natural, but human motivation remains complex. This realization has been a recurring theme in my posts about SEO and SEM. Both are terms that I am gradually changing in my own personal lexicon, and in my discussions with clients.

In our upcoming rebranding, I will be referring to OSO (organic search optimization) and PSM (paid search marketing). I feel these terms reflect the current state of search engine intelligence more accurately, as it becomes “more natural” in its evolution.

SEO is CLEARLY becoming OSO
Taking the ENGINE out of SEO

And with this new focus on the SEARCHER, instead of the ALGORITHM, we can see that the engine is secondary and the searcher is prime.

Search engines are a means to an end, and they will always become more organic, more social, more natural if you will, and more “human-like”. With that in mind, everything we need to know about the engines just naturally falls into place. Our social instincts will do the rest.

What we need to know about searchers is more complex, and more significant.  Analyzing actual search queries (made by humans of course) and fully understanding what motivates those searches is challenging. But it’s worth doing, since that is in essence what the algo’s are beginning to do, and to improve upon over time.

Certain situations arise which compel us to perform a search. They aren’t always the situations we predict, but as we follow the journey of a searcher, who becomes a prospect, and then a customer, we tend to learn more about those situations and apply them to our search marketing strategy.

We humans are still vastly superior than any form of A.I., in the intricacies of understanding one another – our behaviors, our motivations and our impulses. But over the past 15 years, the algos have gotten exponentially better at it. They still have a long way to go, but time marches on. If you write content as though a human being was your audience, not a machine – you’ll do just fine.

This is NOT to say that certain technical problems resulting from bad practices don’t hurt organic rankings. They do. But from a standpoint of content alone, “natural” trumps “artificial” and that trend will continue.

As marketers, we’d all love for prospects to seek us out directly, and to have us solve their problems … but they don’t. They ask the search engine instead. And if we’ve done our job right, the search engine leads them to us. In that way, the engine serves as a “bridge” between us.

Search engines are indeed acting more like information advocates than robots. And I expect this trend will only increase in the future.

It’s time to change the way we think about “SEO”.

We’re not optimizing for the engine. We’re optimizing for each other.

“Tallahassee Web Design” – Does it Matter?

For years web designers in Tallahassee have attempted to dominate the top SERP (search engine results page) in order to attract local business.

But do people who search for “web design” really need web design?

Map for Tallahassee Web DesignWe tend to search the web today based on past searches and past results. As long as our expectations are met, those results become a feedback loop. In the 1990’s, people searched much like they do today, even though the role of a local “web designer” has changed significantly in recent years.

Back then, small businesses needed someone to get their business name and value proposition onto the world wide web. This was a basic need, during a time when search engines were less complex, and the web was far less crowded. Good navigation and layout practices (along with nifty software like “Flash”) were used to create an appealing experience in contrast to the multitude of amateurish sites springing up.

Today, small businesses still benefit by meeting with a local web presence developer, but is “web design” really an accurate description of what’s being provided? In some cases perhaps it is, but quite often, there’s much more going on than that.

Is “Tallahassee Web Design” What Searchers Really Need?

Today most small businesses have a web site of some sort, with many others competing for the same customers. In a few cases, a start-up business is in need of a brand new web presence, but in most cases businesses are looking for better results from an existing website that isn’t meeting their expectations.

They may really be looking for an “effective online business strategy” or an “online lead generation system”. But they’re not always searching for that. Searchers looking for these things will probably search for “Tallahassee Web Design” because:

  1. Feedback loops of the past still inform search behavior
  2. That phrase will get them better results than a more detailed and complicated query.
  3. They still want to meet and work with someone locally.

Local web design firms compete to be found for that phrase, partly because it establishes that they can optimize their own websites, but also because they know how prospects search.

We find that businesses who search for a local web design firm are often looking for:

  • a defined online business objective
  • an articulate value proposition
  • a content marketing strategy
  • web-apps that add helpful functionality
  • a successful social media strategy
  • an optimal promotional message
  • an online lead generation system
  • an ecommerce or similar fulfillment platform
    (and so on …)

Notice that the words “web design” do not appear in any of the above,  and yet … many business owners hope to find all or some of these features by performing that search.

Websites That Meet Search Result Expectations

It’s not always exactly what you do that matters to searchers, it’s what searchers expect to find based on the simplest way to express what they need.

We examine search queries to determine how search behavior applies to an advertiser’s specific strengths. We look at what you’re really good at, what you want to do more of, and what helps your bottom line.

And then we analyze the behavior of searchers looking for those three things. And then finally, we develop content that draws that search demand to you, in a relevant way.

We wouldn’t call that process “web design”. We wouldn’t even call it “search engine optimization”.  What would YOU call it?

A Value System – Truth Sells, Honesty Pays

Selling is an honorable Profession - ZigOver my many years of sales and sales management, I’ve noted a fairly common widespread trend. People tend to “get into sales” with a preconceived notion that it’s not an honorable job – they believe that the prime objective is “making lots of money, which is probably going to require deceptive tactics – all salespeople do it (they think), it just comes with the territory.”

The tendency even shows up in the semantics of our typical sales-speak, where conversations about “attacking” a segment (as though customers were enemies) is all too common.

I completely disagree with this long-held  newbie-notion that customers “need to be manipulated to be sold”. And while some people nowadays might consider the late Zig Ziglar dated or “corny”, I feel I’m in good company to agree with his comments on the subject:

Selling is an honorable profession. Sales professionals are held to a higher standard than other professionals. Why? Because salespeople are trained in the skills of persuading and influencing. Therefore, they must hold themselves to the highest ethical standards.

Unfortunately though, we live in an age where unethical behavior has been egregiously rewarded, especially on Wall Street (and elsewhere).  I suspect that leaves the wrong impression on many young professionals as they embark on their careers, but that model is becoming obsolete, and the world is changing again (though not soon enough for me).

It’s all about our VALUE SYSTEM. And while the leveraging of our debt-based fiat money system is far too complex a topic for me to go into here, it reflects upon our value systems elsewhere – in our personal lives, and in our professional lives – which brings me back to the subject at hand.

It’s easy for new salespeople to get lost in the popular notion of “deceiving customers to get them to do what you want them to do”, because they haven’t yet developed the power of persuasion yet.

Once that power is developed, if any form of conscience is their guide, they’ll be more than a little wary of abusing it. The repercussions can be life-changing.

And therein lies THE POWER OF TRUTH. There is no more powerful a tool of persuasion than the TRUTH, and part of that TRUTH is the knowledge that your company has a viable value proposition  (it better had – if not, get the heck out of there as fast as you can) that makes it the right choice for certain prospects in the marketplace.

Now, NO company can do all things for all people. So the job of the sales professional is to clearly understand what differentiates his or her company, and its products or services, from those viable competitors in the marketplace, who are also striving to carve out their niche.

And then … go forth and engage those prospects that your company “owns” by virtue of its value proposition’s particular relevance to their business model. Then look them in the eye and tell them the TRUTH, with all the conviction that understanding brings.

When you encounter that prospect who is “close” to being your company’s ideal prospect, but not quite the hands down candidate that your company truly owns, can YOU yourself add the extra value that makes doing business with your company the deciding vote?  if so, then tell THAT TRUTH, with the same conviction.

Why does the TRUTH work in a world where so much wealth has been created (in part)  by telling lies?

Just look at the success of social media, and see how the marketing concepts of the digital era sync up and align with this same over-arching sales truism of honesty and transparency.  Opening up a business’s online presence to the TRUE POWER of social media means being 100% vulnerable to the 100% transparency of an online customer relationship policy for all the world to see.

Showing how you treat customer interactions transparently, on a daily basis, is the TRUE POWER of social media, because it represents the unvarnished TRUTH about the character of your company. If your company deceives customers to make unearned sales as a standard operating policy, that customer regret is going to haunt you on social networks to the point of failure – such is the power of social. Those who fear it will avoid it, and lose the benefit as well.

But again, I mention our value system as the backbone of everything we do, and it affects social media as well.

Facebook for example has been the topic of much discussion online lately, as it’s value system projects the same skewed reward mechanisms that most Wall Street IPOs are enriched by today. It’s founders and early investors are the benefactors of a get rich quick scheme to “bait and switch” followers into paying for something that was once free – so that a few people can become immensely wealthy, disproportionately to the true valuation of the service.

That is to say that if Mark Zuckerberg was making about 300 grand a year and investors were making a decent return instead of “a killing”, we wouldn’t have our feeds throttled back to the extent that Facebook is nearly completely monetized now, with “Like Farms” springing up, and more and more people gradually using it today for the wrong reasons (self-aggrandizement, popularity contests) than the right ones (transparency and altruism).

Even the digital model of Facebook and others (give it away for free until you have so much satisfied user mass that charging for it yields a windfall profit) is being challenged by the UBER type model, leveraging user mass in a much more democratized, socially distributed way.

So there is always gravitational pull from the dark side of human nature that tempts us to take shortcuts for the easy rewards today – in sales and elsewhere – rather than making the long committment to the TRUTH, and it’s tendency to prevail.

That prevalence gradually causes people like me (and others) to become tired of Facebook’s increasingly self-serving premise, and drop off in interest and usage, until something more honest comes along.

It’s a fairly relevant analogy. The salesperson who is self-serving will likewise find their prospects becoming disinterested and “drop off in interest and usage” until someone more honest comes along.

Website Search Engine Optimization (SEO) – Part II

In Part I of this series, we hinted at a website search engine optimization (SEO) strategy that involved getting website owners or employees in the business of digital marketing.

That may seem like a good way for a digital marketer to plan for retirement. But believe me, there are more technical roles for the digital marketer to undertake than posting on Facebook, or a blog.

Naturally, I post articles related to my business and my profession for certain reasons. Take this post for example. Within a month or so, it will be found by people who are interested in, and searching for website search engine optimization. Some of them may contact me for help in this area.

But no matter what I write about. If it’s interesting and well written, and if it is well optimized for its subject matter, and if there is ample demand for it, it will be searched for and found. That’s a simple fact of modern life.

Website Search Engine Optimization (SEO) With WordPress SEO by YoastSEO is a big part of my business and my value proposition as a consultant and service provider. So I tend to write it about it more than, say, pizza (something I love even more than SEO).

So what about you? What about your business? What about your value proposition? Is that something you can write about? Do you love it? Do you at least like it enough to write something interesting about it, or would you rather try to make your living eating pizza?

Now, as an SEO professional, I have a little bit of an edge over the average blogger – I understand WordPress SEO, I have it installed on this blog, and I know how to use it, optimally.

Some of our customers also have blogs, but most just post on Facebook. After all, doesn’t everybody? And that’s great, because it proves that YOU CAN PUBLISH TO THE WEB. We couldn’t say that 15 years ago when I had just started forming the concept of mywebmarket.com, a web based marketplace that YOU operated from your own WebAds account (with a little help, when needed).

That concept is more viable today than ever before. And yet getting business owners to write about their businesses is still a struggle.

But it’s my job to help! So our customers (and our newsletter subscribers) will be receiving a special offer to have a WordPress blog installed, with the WordPress SEO plugin included.

The offer will include a hands-on screen sharing tutorial via Google Hangout that clearly shows how I optimize posts using basic SEO optimization strategy (in conjunction with WordPress SEO) using real post by post examples, including this one.

But most importantly, I’m going to show the results, in my Google analytics account, that prove beyond a shadow of doubt, how well these techniques can work.

And these business owners will see how to apply these same techniques to their business, and to their website optimization strategy, to achieve the same great SEO scoring, and results.

I’ll even do a little of the heavy lifting and optimize their first few posts so that they can have a template for success to look back upon going forward.

The offer is going out once in October and once in November, and it’s only going out to newsletter subscribers.

There’s only so much I can convey in a blog about website search optimization – what we’ll convey in the coming live, interactive Google Hangout will go far beyond a single post – but if a single post gets you there, that’s good enough for now.