Which Charlotte SEO Makes This Marketing Mistake?
Posted on November 8, 2009
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Charlotte seo
Working in Charlotte media for over 25 years, I have been involved in hundreds of advertising campaigns. The marketing of any product or
service requires a media mix including SEO and any other media that gets the message delivered to the prospect. But there is more. Read on and
see why if you don’t cover all the bases you are making a mistake. Why?
First consider the purpose of advertising. Is it to get a message out? No.
The purpose of advertising is to motivate qualified people to take focused action and trade their value with you.
The shallow thinking of just getting a message out accomplishes little. Graffiti does that. The words ‘Bob loves Mary’ spray painted on an
overpass gets the message out. Thousands of people see it and register the idea, ‘ Bob Loves Mary.
Big deal. From an advertising standpoint, it goes nowhere.
Marketing is not easy. It is NOT a matter of putting up a Craig’s list ad or even buying a radio , TV campaign.
First there needs to be some purpose driven thinking behind why you are even marketing the product or service.
I have seen the same wrongheaded scenario literally thousands of times but it is hard to blame anyone who does makes this mistake.
Here’s why.
- People are in contact with advertisements all day for many years.
- They start to assume they know what advertising is about.
- They assume that since they saw a funny TV commercial and laughed out loud, it must have been a good commercial, right?
Wrong.
Totally wrong thinking. A good or effective commercial message is one that actually motivates a prospect to
complete the buying process.
Doesn’t matter if the commercial is funny or well produced or uses the latest fad or spokesmodel. What matters is the end result and potential
follow through. ( This is also true of web design but that’s another post for another time.)
When your goal is to market a product or service successfully, it helps to stand back and look at the big picture. Ask-
- Who and where is your potential audience?
- Are they already in the market ?
- Are they saturated ?
- How can they be reached most effectivly and efficiently?
- To what message would they be receptive ?
- What’s their language, ( literally and metaphorically),
- do they perceive that they can afford it?
Good SEO is just one spoke in the marketing wheel. ( I like that cliche so it stays.)
The reason SEO was even born is because the audience was already using the web to search for
products and services. Helping potential customers or ‘followers’ find what they are looking for is one of the uses of SEO.
So we are back to square one.
The purpose of advertising is to motivate qualified people to take focused action and trade their value with you.
That’s why using whatever means are available is the key. Of course over time traditional channels have developed to carry advertising messages
to consumers but there are plenty of alternative ways as well.
- T-shirts,
- coffee cups
- and other carriers.
So back up and take an overview of your marketing plan.
Mass media tends to cover more ground less effectively than SEO , but within mass media there are opportunities to get highly focused in similar
ways to SEO. (Example- a specific sports cast on a sports radio station.)
To maximize your effectivness all these options need to be explored.
So which Charlotte SEO has made this mistake more than once? That’s right. Of course, I have.
It is easy to get so close to your work that you miss the big picture.
Even with the sweeping changes the web has wrought, the various forms of media will be here for a long time.
( always wanted to use the word- ‘wrought’.)
The way of the world is- transcend and include. That guarantees radio, tv, and print will be viable forms of communication for many moons to come.
At least that’s what the smoke signals said this morning 
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