You can only sell what you talk about
It seems reasonable to consider that the first responsibility of a marketing executive is to understand the market in which they operate. One area that is easily overlooked is terminology – what do people call your product?
This is especially important if for example you have a non-UK head office who insists on a global generic product name that while it makes sense is actually never used in the U.K.
Google does not know that this global generic is also known by a swath of maybe 10 more commonly used industrial jargon names. So unless you as a marketer put those jargon names into your website, your SEO and your publicity – you will simply not be found online by the great majority of searchers who call your product something completely different.
Having done this “jargon SEO” then monitor your web presence and traffic for these new keywords – especially in your long tail search strings. Equally of course, if you insist on calling your product something “corporate” that no-one else has heard of, then you are unlikely to get many searches for it until you have put a lot of money into promoting your new name/brand, along with all its synonyms, although you will come top of page 1 if it is actually unique – even if no one is looking for it.
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Websites have moved on so much in recent years, so it’s likely you’ll have upgraded or relaunched at least once. If not, you’re probably considering doing so.
But the work can’t stop there. You need to raise awareness of your business and promote your website at minimum cost, and here are four low-cost options.
Trade directories are also likely to have some form of editorial output to complement the bare bones of the site, so contact the web admin to alert them to your website relaunch and offer to provide a few paragraphs of copy and some images.
Make sure you provide urls to the relevant pages so the admin can make your story and images clickable.
You know your products inside-out, so generating a couple of hundred words every other week should prove straightforward, and regular updates provide value in terms of Search Engine Optimisation for your site, pushing it high up the rankings.
You have a social media presence and you’re always wondering what to talk about on the various platforms. An upgrade to your website provides the perfect opportunity to generate exciting content. Make it rich in visuals and light on words. Social media is all about show and tell.
So spell it out with specific promises you know you can deliver, making it impossible for the reader to ignore your invitation to click through.
Most companies find that is an awful lot of work for a small company – which is where we can come in and do it for you. The chances are that most of your competitors will be doing very little of the above and we can put together a package that is appropriate to your business and won’t involve a corporate mega-budget – after all, what we do is to specialise in growing small companies into big ones – by working smarter.