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Casual Articles - Your Internal Departments and Your SEO Firm - A Play in Five Acts
Many marketing campaigns for products hook a potential customer in with a catchy advertisement. The hook may come in the form of a slogan or picture. While snappy text and pictorial design might make a customer take a second look, it does not always convert a customer lead into a sale. What Internet marketing tools can you utilize to convert more sales leads into actual customers?The answer is multimedia marketing. What is multimedia marketing? Let's define “multimedia”. Multimedia is media that involves an advertisement that “talks and moves”. For example, multimedia contains more than just text and/or pictures. Multimedia advertisements contain audio and video elements. By adding audio and video ingredients to your marketing campaign you will see your sales conversion rates soar.What exactly are audio and video multimedia marketing elements? Audio elements include voice-overs, sound effects, and music. For example, when a potential customer visits your web page the fi
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are alway
The muscle of a modern small businessIf it’s true that the backbone of any small business is its employees, then I believe it’s fair to say that the muscle of many small businesses would have to be their computers. Plain and simple, business today is performed electronically. Whether it’s a day-trader trading stocks over the internet, a lawyer, physician or other professional looking up data, or a shopkeeper tracking prices and sales, computers are often an essential “tool of their trades”.In fact, in the majority of professions where a computer is used, it is often not possible to effectively perform the job role without it. Sure the day-trader could continuously call their broker every five minutes for stock quotes, but in practical terms their business is reduced to a standstill. An analogy would be a carpenter trying to work without his hammer.However, when you consider complexity, comparing a PC to a hammer is kind of like comparing a space shuttle to a bicycle. Th
The Players
Sales - These folks are the front line of the organization. They know how prospects speak, and they are generally very useful when it comes to keyphrase suggestions. Most of the salespeople are out for themselves, but they will gladly participate in a joint initiative if it means that they will have more targeted leads. The Sales team has an uneasy relationship with Marketing and often questions exactly what it is that Marketing does, since they do not believe that Marketing is helping them in the least. They generally cannot stand IT people, a feeling which is reciprocated with gusto.
Marketing - These people are in charge of the company message and finding more leads for Sales. They are generally creative and are in charge of seeing campaigns, such as SEO, through from beginning to end. As a result, they usually initiate an SEO campaign and are responsible for its ultimate success. They may also be the ones to find an SEO firm with which to work. They view Sales as a necessary evil, but feel that they are greatly underappreciated by the department. They have a better relationship with IT than Sales does, primarily because they have to work with IT on the corporate website. This does not mean that the two departments are best friends, however -- they rarely have nice things to say to each other unless they are in the same room.
IT - The people in this department are a legend in their collective mind. The IT team fails to see the need for any other departments besides their own - according to them, salespeople are arrogant and marketing people are ignorant. On the other hand, they think that IT people know everything that there is to know. They feel that SEO is an IT issue, so they are sullen with the outside SEO firm and sometimes downright hostile. It is the job of the SEO firm to gain their cooperation in order to make the campaign a success.
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are always
How does a small company become successful? It’s such a provocative question that it prompted me to do some research. Despite the bad news we so often hear about businesses closing or moving, I found some encouraging news. After interviewing and working with many small companies, common trends began to emerge regarding what they did to be successful. There are a total of fourteen principles and the successful companies implement most, of not all of these principles: attitude, sales, business strategy, marketing, information technology, risk taking, process improvement, company culture, work-life balance, customer service, finance and budget, general advice, discipline and training.Culture: Culture is defined as the “integrated pattern of human knowledge, belief and behavior that depends upon man's capacity for learning and transmitting knowledge to succeeding generations.” Culture is about attracting and hiring people who would be successful in the organization. It is about driving the
Marketing - These people are in charge of the company message and finding more leads for Sales. They are generally creative and are in charge of seeing campaigns, such as SEO, through from beginning to end. As a result, they usually initiate an SEO campaign and are responsible for its ultimate success. They may also be the ones to find an SEO firm with which to work. They view Sales as a necessary evil, but feel that they are greatly underappreciated by the department. They have a better relationship with IT than Sales does, primarily because they have to work with IT on the corporate website. This does not mean that the two departments are best friends, however -- they rarely have nice things to say to each other unless they are in the same room.
IT - The people in this department are a legend in their collective mind. The IT team fails to see the need for any other departments besides their own - according to them, salespeople are arrogant and marketing people are ignorant. On the other hand, they think that IT people know everything that there is to know. They feel that SEO is an IT issue, so they are sullen with the outside SEO firm and sometimes downright hostile. It is the job of the SEO firm to gain their cooperation in order to make the campaign a success.
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are alway
Billionaire Richard Branson, the entrepreneur behind the Virgin brand, is one of the world's most successful and adventurous businessmen. Not being satisfied to run several highly profitable businesses Branson also engages in occasional feats of courage, or stupidity, depending on your stand point!I read his autobiography recently and discovered something that perfectly sums up what it takes to achieve success on the Internet.To set the scene - Branson had called a meeting a few hours before he and his co-pilot were due to embark on an attempt to fly from Japan to America across the Pacific non-stop in a hot air balloon. The attempt would be fraught with countless difficulties, challenges and life-threatening risks. One last pre-take off meeting was held to talk through all eventualities of the flight and to discuss what Branson and his co-pilot needed to do to survive in each case.After an intense 3-hours' briefing, covering everything that could go wrong, on this, one
IT - The people in this department are a legend in their collective mind. The IT team fails to see the need for any other departments besides their own - according to them, salespeople are arrogant and marketing people are ignorant. On the other hand, they think that IT people know everything that there is to know. They feel that SEO is an IT issue, so they are sullen with the outside SEO firm and sometimes downright hostile. It is the job of the SEO firm to gain their cooperation in order to make the campaign a success.
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are alway
This is one of my favourites! Please read it and enjoy!The 10 Commandments of Becoming Successful in Network Marketing by George Zalucki ________________________________________ 1. Thou shalt not expect others to do what you are no longer doing to expand your business. 2. Thou shalt not buy into or linger with other people's negative comments or attitudes. 3. Thou shalt not dwell on the past nor continue to linger with thoughts of what should have happened, but did not happen. 4. Thou shalt not get frustrated or angry when people do not do what they say they are going to do. Most don't. 5. Thou shalt not expect the company to never make mistakes because occassionally it will. 6. Thou shalt face each problem you or your distributors encounter as a leader and demonsrate a calming influence to your group and not spearhead hostile and accusatory complaining. 7. Thou shalt continue to share with your new first level prospects your opportunity
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are alway
The key to success in any endeavor is education. It is the main ingredient in any form of self-improvement and professional advancement. The more you know about a subject the more successful you will be at making money from it and becoming successful. Regardless of the type of education you obtain, whether it is formal training in a university or trade school or informal do it yourself type training with extensive research and reading, gaining knowledge always leaves you at an advantage. In this day and age, gaining knowledge has become easier than ever. Informal training can be obtained by anyone with internet access. As with most industries, email marketing can be to anyone’s advantage who knows the ins and outs and is a step ahead of the competition.The first thing to know about email marketing is to be sure your marketing campaign is directed at your target audience. You obviously want to reach the people who will most likely purchase your product or service. You will need to
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are always asked by new prospects. It could save us time if we addressed these issues on our website.
Marketing: Here are all of our existing articles, whitepapers, and everything else that is still current.
IT: We hate you, but here's what we have decided can be changed on the site, and here's all the technical information about how it is built, even though you can't possibly comprehend it.
SEO Firm: Thanks. We'll get back to you with some proposed structural changes to the site to maximize your search engine exposure.
Sales: Sweet.
Marketing: Sweet.
SEO Firm: No problem.
IT: Since you seem like you're listening to us, we'll probably also try to implement at least a good majority of your suggestions. Please note that we did say "try."
Act 3: Content
Marketing: Here are all of our current marketing materials.
SEO Firm: Thanks.
Marketing: Also, as you requested, we've made our production people available for some quick interviews.
SEO Firm: Thanks. We'll put together some new content that targets the keyphrases we've decided are important. These new pages will be written in the same style as your current marketing materials and will make the job of your Sales team easier, since they'll be able to spend more time on customers who are already educated and ready to buy.
Marketing: Excellent.
Sales: Excellent.
SEO Firm: No worries.
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to six months to start seeing results from your SEO campaign. Sales, if you are patient we will be able to show you some solid numbers in a few more weeks. Marketing, please make sure that you are available to set up appointments with us so that we can continue to write you copy that adheres to your messaging and so that we can cut
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