Advice, logic, principles and beliefs

On our bikes, or at least Boris's bikes. There is no excuse!

Yes, business is tough at the moment, so it is hard to believe that some owners are making more obstacles for themselves rather than trying to make running their business more profitable and less stressful. Somehow people get ideas in their minds which prevent their taking action. For example:

  • Social media marketing wouldn’t suit my business.
  • Email marketing would never work.
  • I don’t believe in cold calling.
  • Networking is futile because you just see the same people.
  • Advertising is pointless now.
  • A proper customer database is a waste of time (really!).

Of course not every strategy works for every business. Just the same the list above and other imagined obstacles prevent so many of us from taking action, because we don’t have open minds, because we tried something once for a short time and it didn’t seem to work, and because we are afraid to ask for help for fear of embarrassment.

Life is hard enough for so many businesses because their owners don’t take action. No strategy works if you don’t give it a fair crack. Deciding which one or ones are best is an area where you may need advice. Do you need advice? Can I help?

 

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Cracking content marketing

Another view of the south side of the Googlepl...

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Why am I writing about this?

I am not an expert in on-line marketing, but some discussions I had with a group of people recently emphasised to me that so many people have absolutely no idea how to market their business. They have a business name and they then wait for their network or their network friends to bring them work.

Why should people trust them to do the work? Do they have a track record to point to? Many people seem to think it is sufficient to put up a sign, real or virtual, and then wait for clients, customers, punters or whatever they call them.

It’s no good being anonymous

Many small traders and especially consultants do not appreciate that they need to have a website. Some of course have great expertise in their field but are not web-aware. We know that these days when thinking of taking on a new supplier, so many businesses type the name into Google or even Yahoo (you can get different and interesting results) to find out a bit more. If the business they are searching for is hard to find, or the website if it exists is lacking on information beyond some past career as an employee, no potential purchaser is going to latch on and think about hiring the business or the consultant as a supplier.

Demonstrate your expertise

One of the distinctly web-aware guys in that group I was talking to said that one site he ran for consultants had 8,000 hits a month, which is of course great. However, my immediate thought was, how many of these hits actually led to an enquiry from a prospect to one of the consultants? My guess was hardly any, because what the website does for the consultants is list past experience and services offered. The current format has no room for demonstrating current experience and the consultant’s knowledge of their industry issues right now. That is not to say that the site is no use, but it needs to offer a click-through to a place which is really informative.

Prospects don’t want to know what you have done. They want to know what you can do for them.

Confession

I have a confession. One of my websites has not nearly enough hits as I would like. I need to work on driving more traffic. However, my articles on the site offer very specific information on current tax topics dear to the hearts of many people today, such as lettings and property investment issues as well as (sadly) redundancy and taxation of leaving payments.

The articles contain relevant key words for popular searches, not deliberately but because they inevitably will. I believe they do demonstrate that I know what I am talking about, and the enquiries I get from prospects as a result their arriving on my website are likely to lead to business because the prospects have already qualified themselves with their interest.

Technically in SEO-speak I believe I am utilising almost incidentally the “long tail” in attracting the clients I want. More traffic always helps, but the traffic I get is really good quality for me.

Am I giving away my knowledge for free?

I don’t think that sharing my knowledge with readers will really encourage them to rely and act on the bare essentials because they must know that I cannot cover all the kinks which they would need to know to avoid trouble. I tell them enough to make them sure that they need me and it would be dangerous to act on their own.

There is a school of thought that my “competitors” might steal some of my expertise. I don’t believe this. Most of them have the knowledge. Some will know that they need my help, so that will mean more business for me, and they will become colleagues. What the “competitors” mostly don’t have is the energy to market in the same way or to borrow my turf.

Go for content

I am not a marketing expert. If you are still worried about someone stealing your stuff find out more about why it doesn’t matter.

What you have to do is write though. If you would like someone to tidy up your article copy before you post it, ask me.  Oh yes, that is another of my businesses, and I enjoy writing and have colleagues who do too. In fact I enjoy all my business activities.

Content marketing is great because it is writing about what you know. Start writing now!

I hope you find this piece useful. Please tell me if you do.

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