Are You Missing The Human Element?
If you have a web site – why? Is it to help market your business and build a brand? Is it to attract customers, make sales, and over time, deliver a healthy return on your investment? If your web site is connected to a business, or in reality, the whole business, then I am sure your answer to those questions is a resounding yes. If that’s the case, how do you intend to attain those objectives. For most businesses, they use one or more of the following:
Search engine optimization – who can argue with free organic traffic? Of course, that’s not an overnight program so you may use:
Pay Per Click Marketing – if you can’t secure free traffic overnight, why not buy it? That is essentially what PPC marketing is all about – buying traffic. That will kick start your business so you decide on:
Social Media Marketing - you get social perhaps building a Fan Page on Facebook and building up a list of followers on Twitter.
There are many other methods that you could use to try and attract traffic. The one thing that is missing in this process is the human element. Aside from business-to-business commerce, you are trying to sell a service or product to a human. Whether it’s SEO, PPC or Social Media Marketing, you should never lose sight of who your customer really is.
SEO is a prime example of becoming wrapped up in finding a way to the top of the search results while forgetting that your customer is actually a person. Finding a keyword that is well used but is easy to target may get you to the top of the search results. You may even gain bandwidth-busting traffic – however, if the search term has little to do with actually purchasing the product then it’s likely your sales will be low. The reason – you have missed the human element. You have gone for a perceived easy target without considering it’s worth to your business.
The same is true with PPC and social media marketing. The latter is littered with small online businesses that have looked for quantity when it comes to followers, and not quality. Your customers are humans, not numbers or keywords – forget that, and no amount of internet marketing can hope to achieve your initial goals.
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United Kingdom (UK): London, Birmingham, Leeds, Glasgow, Sheffield, Bradford, Liverpool, Edinburgh, Manchester, Bristol, Kirklees, Fife, Wirral, North Lanarkshire, Wakefield, Cardiff, Dudley, Wigan, East Riding, South Lanarkshire, Coventry, Belfast, Leicester, Sunderland, Sandwell, Doncaster, Stockport, Sefton, Nottingham
Canada: Toronto, Montreal, Calgary, Ottawa, Edmonton, Mississauga, North York, Winnipeg, Vancouver, Scarborough, Québec, Hamilton, Brampton, Surrey, Laval, Halifax, Etobicoke, London, Okanagan, Victoria, Windsor, Markham, Oshawa, Gatineau, Vaughan, Kitchener, Longueuil, Burnaby, Ladner, Saskatoon
Australia: Sydney, Melbourne, Brisbane, Perth, Adelaide, Gold Coast, Canberra, Newcastle, Wollongong, Logan City, Geelong, Hobart, Townsville, Cairns, Toowoomba, Darwin, Rockingham, Launceston, Bendigo, Ballarat, Mandurah, Mackay, Bundaberg, Bunbury, Maitland, Armadale, Rockhampton, Adelaide Hills, South Brisbane, Hervey Bay
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