Hi Business Owners – Jessica here.
Here’s a behind-the-scenes client story I hope will inspire all of you to do more.
Un-named Law Firm has spent thousands of dollars over the past few years trying to improve their online presence. They’ve cycled through, who-knows-how-many marketing companies. The SEO audit we performed showed a shady past of spammy backlinks, a site with no basic on-page SEO . . . let’s shoot it straight here. They’ve spent a lot of money on crap. They’ve been abused.
Understandably, they’re suspicious of working with any “expert.”
Well, the team completed their on-page SEO, we cleaned up their backlinks, set-up their account on Google Search Console, corrected technical site issues and then made the following recommendations:
- Update your site design. (The website is very vague and hard to use)
- Use social media.
- And if you need help with the above recommendations, start by telling us what makes you special.
Oops! All of those years of hiring crappy SEO companies and they should have been investing in their BRAND. Say it with me: B-R-A-N-D. I’m not talking about your logo people. I’m talking about what makes your business different, special and what are you promising your customers.
This concept is lost on businesses most of the time. Number one example of someone’s brand promise . . . “Exceptional customer service.” OK. That’s fine. But now tell me what you do differently than your competitors to deliver exceptional customer service. Do you have a unique process? Do you send birthday cards to your customers? Is there a rewards or referral program?
(Screaming Now) WHAT MAKES YOU DIFFERENT?
If you do have a unique customer service experience, then you’ve got something to advertise on AdWords that will convert potential customers, you can design a website that’s unique and compelling, you can write blogs about customer service and position yourself as an expert in your industry. Finally, you can use all of that uniqueness to cultivate a following on social media.
Don’t come to me and complain that your marketing isn’t working or that you’re out of ideas. Dig deep and figure out why you’re still in business after all of these years. It’s not because you do the same shit job as your competitors.
How do define your brand? Share your story #mybizjournal.