Do you ever wonder if all the different tactics that you are
engaging to improve your marketing position are working? Are you really
walking-the-walk, or just talking a good game? Here are four areas that you can
look at to see how you are doing and to gauge if you are executing, or talking.
The more things change, the more they stay the same. Even with a
plethora of information available to read and learn, many businesses still
execute in a vacuum when it comes to knowing if they are engaging prospective
customers with their marketing and sales efforts.
Even if you have seen some positive upward movement to your
bottom-line, that does not mean that the effort and money that is being spent
on all of your marketing and sales efforts are hitting their marks. I
understand that many companies are performing with limited resources due to the
hard economic times, thus providing adequate time to manage all of their
processes may seem daunting. So, here are four areas that you can evaluate in a
timely manner, and which are the foundation to many other programs that you may
have in place. Thus, if there is a weakness in these areas, then the other
programs are probably not hitting their mark.
First - A website is all that you need.
I still deal with small to mid-size companies who are content with
just having a website, but they have not looked under the hood to see if they
have a presence on the Internet that is being tracked. Just having a website
that you can see once you key in the Internet address is nice; but, what about
the customer that does not know about you, how do you connect with them?
The Internet provides around-the-clock visibility, so you need to
project your brand, product, or service, beyond the website. You need to make
sure that your information is being cataloged by the major search engines, and
that it reflects the message that it was intended to convey.
How do you do this? Well, the first step is to see how the different
search engines see your website. The search engines are our friends, but if you
don't speak their language then they cannot hear you. To see how Google sees
your site, go to www.Google.com and type in your website address or the name of
your company in the search box. The results that are returned should show your
website on the first page. If you read the information that is provided with
the search result, you will see the word "cached." If you click on this field
the screen will change to the view that the Google's mechanical search process
sees when they find your website and catalog the content. The information that
you will see in the "cached view" is not what a customer will see, but it is
what Google sees and uses to determine who you are, what you do, and/or what
you are selling.
For many websites, the cached view is blank or does not contain any
of the key information that may be found on the website's home page as viewed
by a customer. Typically, this is caused by a website that is built to display
information via a development tool called "flash," or through streaming video.
Though this format looks great to a customer, it is not compatible for the
search engines. Thus, you are not being cataloged fully and the search engines
do not know who you are, what you do, and/or what you are selling. The
correction to this problem is straightforward, but you cannot fix something
that you do not know is a problem.
Second - Checklist marketing, but not doing anything.
With the continued assault on companies regarding new ways to
promote their product and new tools that pop-up everyday, (i.e. social
networking to mobile marketing), it is easy to see how a company will focus
more on saying that they are doing something, (ex. they are on all the social
networks, using mobile applications, or have a Twitter account), than actually
measuring the benefit.
Sometimes you need to step back and take inventory of what you are
doing and to ask yourself "How does it all tie together," and "Is the message
consistent across the different channels?" If you cannot come up with a concise
response, then you may need to review your checklist and refocus your execution
either by targeting the top two or three processes or tools to ensure that you
are communicating concisely and consistently.
Third - Wanting to be everything to everybody, but not being
anything to anybody.
A fallout from trying to participate in every marketing scheme that
exists is that you open yourself up to too many fronts to maintain. Basic time
management will restrict your ability to provide adequate attention to detail
to each of the different tactics, and an inconsistent message can be more
devastating as it creates confusion to existing and/or prospective customers.
You will not be deemed "not progressive" if you do not have a Twitter account
or Facebook page, but you will be deemed inconsequential if you use either
Fourth - Mistaking Search Engine Optimizing (SEO) for Marketing
Search Engine Optimizing has its place within the foundation of a
website; it is the infrastructure of your website, but it should not be
mistaken for marketing. SEO tactics ensure that your website is structured to
be cataloged by the major search engines, as well as other infrastructure
essentials for a website. The proper positioning of your information across the
search engines is an important step to your marketing, but making sure that the
information you want communicated is properly depicted per each page of your
website is not the responsibility of the SEO team, it is the responsibility of
the marketing team.
Utilizing other Internet channels, social networks, and relationship
websites, is not search engine optimizing, this is a strategic direction driven
by your marketing plan. Do not defer this process because you are not familiar
with it, or because you deem it too technical; an inconsistent or wrong message
transmitted across one of these channels can be very devastating to your brand
I thank you for your continued support of Luxury Experience, and as
always, your comments are welcome, so please send comments to
© March 2011. Luxury
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