With 1 billion websites on the World Wide Web, the internet is a daunting place, and you’d be excused for thinking there is no point in your small business putting in the time and effort of adding to the noise by creating loads more content. What makes it worse is the fact that there seems to be a thousand and one people selling you a template fix for your business’s very specific visibility issues. But there are ways you can avoid simply adding to the noise and really make your SME stand out from the crowd. So here is a checklist to help you get on your way.
Our sales & strategy director Ross Lauder is nothing if not persuasive, so it is fitting that he was the most recent guest on The Persuaders, the Dublin City FM show about all things marketing last Friday.
If your digital marketing team is churning out a load of great content to give you a favourable position in search rankings and an increase in visitors to your website, you might be wondering why your sales team is not delivering when it comes to closing all those juicy new leads and turning them into sales.
There are a lot of digital marketing experts out there, and that’s great – we lesser mortals can always use the insights and expertise they share so we can improve our marketing strategies. However, perhaps it’s the English language nerd in me, but I find the trend towards calling them anything other than ‘experts’ a little jarring. Ninjas or wizards they are not. Ninjas carry out irregular warfare tactics and historically were pretty much looked down on by the samurai, while wizards perform sorcery, and neither of these traits are evident in the modern marketing mix. Another thing they are definitely not are ‘gurus’.
As you know, (and if you don’t, you should) social selling is not as simple as some would have you believe. It is not a quick fix, so get that out of your head NOW. It’s important that you start at the start and learn as you go. I always believe that you should learn on the job so I decided to give my thoughts on how I use LinkedIn, as that's what I know.