So why do we still think we can train customers to react when we interrupt them? The days of interruption marketing are gone. The Internet has fundamentally changed the way people find, discover, share, shop, and connect.
Put your brand where your customers already live
“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.”
Former Chief Creative Officer, Worldwide J. Walter Thompson
If you’re new to digital marketing, you might be wondering what inbound marketing and search engine optimization (SEO) is. Inbound marketing is almost exclusive to the Internet and essentially just enables your brand to be found by others. A study by Hubspot found that inbound marketing costs 61% less per lead than traditional, outbound marketing, however it is almost exclusively how people are researching brands.
“Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers. Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the internet.”
Senior Fellow Pew Research Center’s Internet & American Life Project
Search engine optimization is about putting your site’s best foot forward when it comes to visibility in search engines, but your ultimate consumers are your users, not search engines. SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too.
Yellow Pages, smellow pages. What are those?!
All technology eventually meets its demise and even the Yellow Pages once was considered innovative – until Google. Now opening a book to search for a business seems like you just stepped back into ancient Rome. Worldwide, we conduct over 40,000 search queries every second and 1.2 trillion searches per year worldwide on Google. You need to meet your customers where they already are; this includes optimizing your brand and your site for SEO.
Building a business without SEO is like having an island without a bridge.
There’s one simple marketing tactic every business owner needs to know – ranking high on search engines is no longer optional, it’s critical. If Google can’t find you, neither will anybody else.
The more keyword-rich content you generate, the more search engines will find (and love) you. Inbound marketing is a lot more cost-effective than traditional, outbound marketing. And, ultimately, in this day and age, businesses can’t afford not to be found.