hoe phones, cones of silence, British sports cars and intelligence gathering are not just for James Bond and Inspector
Gadget. Let’s put on our trench coats, grab our briefcases
and start to “spy.”
As business owners, we are pulled in a thousand different directions to market ourselves and build a brand.
However, when potential clients search for us, they
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may not necessarily know us by name but instead
only know their desired outcome. With a sea of businesses and so many variables for error, prospects
turn to Google for answers. Our greatest marketing
challenge is to know intimately what the client needs
and what keyword phrases are important to them when they are
searching online. We often create websites, blogs and social content
on how we see ourselves and not what problem the client needs
resolved. They are turning to a robot for help. We need to appeal to
the robot and the human to be truly findable. I call this “findability”
or industry experts call it SEO (Search Engine Optimization).
I want to challenge you to think differently. Let us take a proactive
approach to marketing and see if we can figure out what is inside the
mind of your ideal online searcher. We often guess at what might
work for online exposure, but guessing is expensive! The only way to
stop guessing and to know for sure what your customers are doing is
to “spy” on them.
Let’s get to work, shall we? Fill out the form so you can implement
the recommendations as you read this article.
TO LISTEN TO LUTZE’S SESSION at the 2014 ISPA
Conference & Expo, click here to purchase the Professional
Development Session (PDS) Audio Recordings.
June 2015
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