This week, millions of us around the globe will be giving or receiving gifts and romantic gestures for Valentines Day to the ones we love. When we love each other we go the extra mile for those we care about, share our belongings, have an open forum for communication and stay loyal and faithful.
I believe success in Digital Marketing benefits from the same principles. Love for what you do, love for what you offer, for the people you are providing products, services or content to. In this article I wish to focus on how the principles of love can be applied to ensuring that you, your business, your product or your organisation’s content is up there on the “most desirable” list, i.e. the first page of Google. You could look at it like an online dating site. Finding the right (long term) match it what it’s all about.
SEO as a Science
Often SEO is referred to as a science and there can be no doubt to some extent that is so true. Mike Baxter of e-consultancy certainly believes in SEO as a science and in many ways, rightly so. There are important aspects to SEO that are driven by coding and technical principles.
Much like with scientific discoveries there are probable outcomes based on actions and then tried and repeated experiments to achieve success. SEO experiments are no different. These actions take into account specific keyword references, the quality of a website’s mark up (HTML / CSS), highly targeted link building activities, highly relevant internal anchor links, finely tuned meta descriptions and fresh content added with military precision for targeted keywords published to an exact frequency for key pages
There is no doubt that by investing in the best practice technical, analytics driven and scientific principles of SEO, success can be achieved. Some customers may find your product or service, may indeed buy, may become a customer for life and may tell others. Job done. If this though, is where your activities start and end and you lose sight of why you are investing time delivering an online service or product and the needs of your customer you will inevitably fail in the long term. If a scientific principle was applied and relied upon in life to match individuals romantically I believe it would be largely unsuccessful. Falling in love is emotive, subtle and about how you feel, not based on set experiments or probability.
Love your Job. Love your Customer.
Content Marketing is the hot topic of 2013 and a discussion on it is for another post but I find it strange that it is being portrayed as so new or forward thinking or innovative. Surely it’s just about doing what those delivering a brand or product experience online should always be doing or have done. Delivering fresh, engaging, contextual, relevant and timely content about your products, services and your industry. My point for referencing, is that it is clear to me that for SEO, a content strategy driven by love and passion is where long term success is conceived. Love and passion for your content, products and services and for your customers; their needs, their expectations and their loyalty, should be the heartbeat of your SEO.
If you look at some of the world’s biggest brands such as Apple, Starbucks, Amazon, Virgin and Nike they do have huge resource to invest time and money in content and online service of of value, and their rankings on search for what they offer are high, but you can tell they have a love and passion for their own products, their own values, their customers and the desire to do and be better. Of course they are in business to make money but their sustained growth and brand loyalty is driven by love and passion, listening to their customers and delivering products to make them happy. The late Steve Jobs is the embodiment of success through an approach driven by love and passion of what he wanted to achieve, what he wanted to offer and how he wanted us to love his Apple’s products. Citing one of dozens of inspirational quotes Jobs’ infectious passion is put eloquently in a quote from a speech at the Stanford University’s Commencement address on June 12, 2005: “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.”
Science, analytics and best practice should not be ignored. Invest time to get your digital channels set up using best practice for SEO and use analytics to gain insights into which key phrases are delivering and which are not, but don’t let this get in the way of what should come naturally. If you are in, or are thinking of starting an online venture I want you to ask yourself these questions; Do I love what I do? Do I love what I offer online to my customers? Do I have a passion for excellent customer service? Do I care about what others think of me or my products? Do I want to make it easy for customers to access, engage, and share what I have to offer? Do I have an opinion in my sector worth sharing or can I provide value to my peers to improve standards in what we do collectively?
Tying the SEO Knot
If the answers are all or mostly yes and you have the motivation to succeed, then rewarding natural and effective SEO will happen, metaphorically tying the knot to a marriage between you, your products and your customers. It will happen because out of all of these factors comes a motivation to say and do the right things online, deliver fresh and relevant content about what you offer in the language you and your customers speak and you will listen to your customers and update your online content accordingly. If you love your product and your customers, you will produce content that is highly accessible, engaging and in the right format for their device, you will use social channels to aid customer service and differentiate your product and tailor it to the right audiences. If you love the industry you operate in you will engage in online communities to learn, advise and share and improve how you do things online and offline.
It will be no accident that by investing time in these activities, driven by love of what you do and your customers, you will succeed in SEO. You’ll also succeed in terms of sales, brand awareness, loyalty and advocacy as a result. Of course it’s an investment. An investment in your time and no doubt some others who need to share your passion and love for what you are trying to do. But if you know you can be successful and want to invest in relationships with your customers, this investment will come naturally from a passion within. It will not be a chore, it will not be driven by a scientific schedule of activities it will not be highly analytical in it’s approach. It will be natural, rewarding, enriching and just feel right; just like a happy marriage, or falling in love.
Happy Valentines. x