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DIGITAL MARKETING IS THE NEW BUZZWORD IN BUSINESS LINGO. YOU CAN HAVE THE GREATEST DIGITAL CAMPAIGN AND NOT GET A DECENT RETURN ON YOUR PRICY INVESTMENT. SO LET ME ASK YOU: HOW STRONG IS YOUR FINDABILITY? COLLAPSE ARTICLE

Accommodating Impatience

When I was a young designer, boardroom presentations consisted of story boards, long nights of physically cutting and pasting paper and long winded projections on estimated market reach. Today the goal to market reach should be accommodating impatience. Laptops and tablets are flipped open, online analysis and comparisons made at lightning speed and a table full of highly skilled professionals expect answers now and results tomorrow.

Technology and electronic access has just brought your entire market past and future...into the boardroom with you. They will decide what your next product will say and how it will respond. They will communicate mercilessly and hold the power of your product in the palm of their hands. But they can only do that, if they can find you.

Digital Marketing according to Business Dictionary.com is: "The promotion of products or brands via one or more forms of electronic media. ... In my own words: Digital Marketing is the exposure of your company or campaign by using digital channels.Although grandma still prefers the yellow pages, the "now" generation prefers speed before effort and results within seconds...Mobile technology and the rise of smart phones allows for users to find almost anything immediately. The keyword herein is "find".

If you are not visible online and if you cannot be found within seconds, you will lose an essential amount of revenue to competitors that are findable...

Many of you already know this, but fear the great unknown. You have built a client base via phone, footsteps and sales staff for the last 20 years, but all of a sudden John Doe down the road is doing much better with the same product and half the knowledge.

So how can you improve your company's findability? Basic steps in laymen’s terms are:

 

1.Paramount: Get online


In order for your to be found, you must be out there; Get a website...Not just any web site, but a search engine optimised (seo) site. Search Marketing Guru, Li Evans says:“Content Doesn’t Win. Optimized Content Wins”. When someone searches online for your product, a potential customer must "find" you in the first 5-9 listings. Why? Research shows viewers don't read further. If your site is on page 2 or 3, you have turned into an online ghost.



2. Keep it relevant

Make sure that you send the viewer to a relevant page in your site. As much as home/landing pages create ambiance and business appeal, rather send the viewer to the product they were looking for. Findabaility is not just to your site, but inside your site as well. You have an average of about 3 seconds before they will close your site (bounce) and move on to another listing that will show them what they are looking for. Don't send them to ankle boots when they search for water boots... or PVC when they search for Copper.

In his article "The importance of relevance in the online customer journey" Marcus Law says: "When searching for a particular product, I expect to see highly relevant results the first time I type in a search phrase. Whether I’m using my smartphone, tablet or laptop, if I ask for “men’s wool blazer,” then that’s exactly what I want to see – nothing more or less – especially if I’m on my iPhone and don’t have enough screen space to browse 50 items.



3. Keeping tabs

The great thing about Digital marketing is tracking. Google for instance can give you detailed analytics on who, when and what device was looking at your site. In a great article on analytics The IT Donut says: "... to determine success, you must find a way to measure response." If your bounce rate (described above) is high - check your viewer stats, if 80% is looking via mobile, change your site to a mobile friendly site or visa versa. If your demographics show a younger or older market, change your tone accordingly.

This is where it gets interesting: Do not rely solely on Digital Marketing; make sure to have tactile initiatives in place. Make notes (annotations) when paper campaigns are released and see the visitors numbers spike on your site as a campaign is launched. Digital marketing does not make traditional marketing obsolete; it simply adds a quick and accessible channel to your company's exposure with realistic target market demographics and measurable response.

4. The art of listening

There is nothing more powerful than word of mouth. We would much rather phone a company that has a large amount of social media "likes" or retweets than a company with few. Social media has brought the consumer in direct contact with the business owner. Customer X can comment on a pleasant experience from the restaurant she is sitting in, and within minutes your business is exposed to all her friends...and their friends. Learn to listen to your social media chatter, the intonations, vibe and interests - get to know your customers.

Francois Gossieaux says: “Social media allows us to behave in ways that we are hardwired for in the first place - as humans. We can get frank recommendations from other humans instead of from faceless companies.”

Communication does not have to be exclusive to Social Media. By keeping track and building a database you should have a few email addresses of visits that turned to sales/leads from your site. Stan App from MRM Partner Worldwide says: “In the 21st century, the database is the marketplace.” Email them with current information, always have links back to your site and let them do some marketing for you by sending it to a friend.



Online Marketing is a journey, and if done correctly - your company or campaign will grow with your market. The initial importance of findability will allow you to have an online presence, gain credibility, earn trust and eventually talk with pride. It all starts with a search box, a need or desire and you being able to make that click count.

 

Worthy reading:

Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Seth Godin

"Does every single marketing effort you create encourage a learning relationship with your customers?"

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Audience: Marketing in the Age of Subscribers, Fans and Followers by Jeffrey Rohrs

"Most companies are still taking one step forward and two steps back in their customer relationships because they don't understand how to build and engage a long-term online audience."

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QR Codes Kill Kittens: How to Alienate Customers, Dishearten Employees, and Drive Your Business into the Ground by Scott Stratten

Experts are constantly telling us how to improve our businesses. Hundreds of books on the market are filled with advice from these experts. But how can you filter out all of the bad advice, misinformation, and misuse of business tools that's waiting for you out there?"

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Worthy Browsing:

8 Tips for a Solid Digital Marketing Strategy by Steve Minks

"Don't assume your customers are unchanging; keep tabs on them throughout the year so that you are always working with current information".

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Findability vs Searchability – What’s the Difference and Why You Should Care? by John Curtis

"Although the words find and search are used as synonyms, there is a big difference between something being findable and something being searchable".

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The Biggest Seo Trend 2014 (Video) by Jason Fell.

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