A Scenic Tour of the Online World

Beyond Good and Google: Marketing Beyond SEO

Friday, March 11th, 2011

It’s so rare that I get to trot out the fruits of my philosophy degree. I couldn’t resist the Nietzsche reference for the blog post title.

As the recent Google adjustments proved when the update damaged any number of businesses and entire business models without warning, putting all your eggs in the SEO basket is incredibly risky. SEO can’t be the beginning and end of your online marketing – or your marketing in general.

A more balanced approach makes sense not just because search is an industry currently dominated by a single firm, but because search isn’t the only way people find what they’re looking for.

Word of mouth and social media; blogs, Twitter and traditional media; links from “resources” sections on other sites; pay-per-click advertising, traditional advertising … the list goes on and on.

Very few businesses should be relying solely on online marketing, and even fewer should be relying solely on search. Be sure that you’re not overdependent on a single sales or marketing channel any more than you’d willingly dependent on a single customer for the bulk of your revenue. Any disruption to either could prove fatal.

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2 Comments to “Beyond Good and Google: Marketing Beyond SEO”

  1. Jeff says:

    As an ecommerce business owner what other channels would you use? If I already have the seo and social media working. Which “traditional” marketing approaches, in todays age, are still cost effective ways of getting your name in front of your potential customers? Our target market are industrial businesses.

  2. Andrew says:

    Thanks for your question, Jeff.

    How about email? Many marketers view email as a tool for engaging existing customers, but a well crafted content marketing campaign delivered via email can help move your propects through their buying cycle.

    (And you can say that email is not “traditional,” but a lot of folks look right past it in favor of SEO and social, which are way sexier right now.)

    Beyond that, direct mail still performs well if (and that’s a big if) you have a high-quality list. The more tightly you can define your target audience, the better your results will be.

    Attendance or sponsorship of industry events or publishing content in industry publications might be an avenue to try, too. Again, it depends on how tightly you can define the audience.

    Hope that helps.

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