Loading ...Let’s face the truth. We live in a world that is sick of marketing.
There really isn’t anyone on the face of the planet who would say that they enjoy having advertisements thrown at them. In the Western world, we receive marketing messages as soon as we open our eyes. The brand names on our clothing, the labels on our food, the billboards we drive past, the stickers on our public transport; everything is about marketing. Even on the net, or especially on the net, people are constantly confronted with marketing messages, most of them very unsubtle.
Is it any wonder, then, that most people get rid of marketing when they can do so? People habitually send marketing emails to their junk mail folder, or skip out of a site as soon as an advertisement is sprung on them.
This can make management of your online campaign very difficult, but it needs to be accepted as reality. Too many marketers have an optimistic view of how marketing works online. This can lead to the creation of campaigns that simply don’t work. This also results in advice that is skewed toward the ‘marketing’ side of things, and which ignores the ‘human’ side.
There are marketers out there who complain that scam spam emails are getting more attention than their own direct marketing emails. This shouldn’t be surprising. At least scam mail usually offers the reader something. Marketing emails only offer more marketing.
How does this affect your SEO campaign?
It always pays to remember that your search engine optimisation campaign ultimately has a human audience. Although the things you do for your SEO are intended for the search engines to pick up, most of what you do should be visible to your human site users. What the failure of some marketing email campaigns shows is that people aren’t slow about showing their intolerance of things they don’t like. Make your site unlikeable, and your ranking will eventually go down.
More importantly, as SEO is usually the hub of a whole online campaign for a business, it’s vital to keep coming back to the knowledge that your customers count. If, for example, the marketers described above had built up an email list because they distributed quality information in newsletters, they might have met with more success.
This is one of the many reasons why your SEO campaign has to be more about improving your website than it is about attracting search engine attention. One of the many advantages search engine optimisation has over related forms of internet marketing is that it’s subtle. The changes you make to your website really shouldn’t get in the way of your normal communication with your customers. Add too much, however, or make it obvious that Google’s opinion is more important than theirs, and your customers will walk away just as swiftly as they delete the junk mails described above.
The lessons required for effective online campaigns are all around us. You just need to know where to look.
No related posts.
Tags: internet marketing, Search Engine Optimisation, search engine optimisation campaign, SEO, SEO campaign
Link to us
If you want to link to this blog, copy and paste the following HTML code to your website.
