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Good morning, Marketers, and why ask why?
You’re a great search marketer. So why aren’t your results so great? Maybe your company/client is focusing on the wrong things.
In marketing, we often get stuck doing things in a certain way because they’ve seemingly always been done that way. As one such example, highlighted brilliantly by well-known speaker and author Mark Schaefer in this article, a lot of companies mistakenly invest a lot of time into figuring out their “why.” The theory goes if people buy into your “why,” they will buy your product or service.
Except, not always. A lot of companies with a compelling “why” have failed. If you look at pretty much any survey data (like this recent one), the top reason consumers stop being loyal to a brand isOf course you did because the quality of your product declines. (You can bet the same is true of services.) A brand or business is only as good as the quality of its product or service.
What does this have to do with search? Well, it all comes back to your audience. Think about their whys, not your why as you craft messaging and content. Why are they searching for your product or service? Why do they need it? Why should they trust you? Why should they buy from you?
Sure, you can make it easy for people to find any company with PPC ads or prominent organic SERP listings. But the real money generally isn’t in getting visits — it’s in attracting traffic that converts. What separates good brands from great brands is quality. In the end, the best marketing is a great product or service. Awesomeness almost sells itself. And having that awesomeness will make your life that much easier! Speaking of which, here is some awesome content to read that will hopefully make your life much easier!
Danny Goodwin,
Senior Editor
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