Why You Don’t Get More Business From Site, Social, & Search

Site, social, and search are the 3S’s of digital marketing channels. There are others, of course, but these three are usually the starting place. Most companies get that they need to be “in” these channels in some way – they need a web site, social pages and profiles, and a search engine profile. That doesn’t mean they know what it takes to get business. In short, most companies are doing it wrong, and it feels like a tangle of confusing issues with no forseeable way to straighten them out.

Why You Don’t Get More Business From Your Web Site

Building a web site doesn’t get the company more business. That comes from building and implementing a digital marketing plan, with effective digital strategy. If it mattered that you *have* a web site, then you’d also get business just because you *have* an e-mail address.

You can put all your energy into having the best web site but, if none of that energy is going to building an audience, it’s wasted. No one will see your presentation, which is what a web site is – a presentation in need of an audience.

Solution – Site vs. Strategy: Recast your vision of your web site as one of many pages in your web portfolio (e.g. your social pages are pages too) – these are tools, not ends in themselves. Then focus 20% on honing the tools, and 80% on building the audience through content.

Why You Don’t Get More Business From Your Social Media

Having a mere “presence” in social media, or posting only self-centered updates, or contributing random occasional insights, doesn’t build an audience of prospects or a following of repeat clients. Those things come from a concerted social media strategy.

Ditch any superstitious feelings about social media. It’s not magic – it’s basic human relations. Most companies fail at it, not because they’re hot hip enough or technical enough, but because they were never interested in authentically engaging an audience to begin with. The opportunity and technology has come along to do it, but they wither before it, because they just want people to buy their stuff without a real conversation or a genuinely and fully human interaction.

Solution – Random vs. Real: Get into the heads of your prospective clients – the leads you don’t have yet. Build several models that represent them – Joe the 30 year old plumber with 4 kids, Sarah the fashion model in her 40s, who has a cat, etc. Think about what they want and need most – to know, to understand, to solve, and routinely create social content to address these needs and wants. Your success stems from how closely you can mirror your audience’s internal motivations.

Why You Don’t Get More Business From Search Engines

Search engines don’t care that you have a web site anymore. They want to see a pattern of continual content generation related to your brand, and content engagement from an interested audience. Build up those two things and, all things being equal, you’ll get the business.

Optimization doesn’t make search engines present your site to a wider audience – it merely gives them the opportunity to match it better to that audience. It helps make the index more accurate and efficient. If you want better search engine treatment, think like a search engine.

Solution – Static vs. Sustained: What search engines want is two things: 1. fresh content, added with a pattern of frequency and consistency over a demonstrated sustained period of time; 2. engagement and amplification of that content by an audience, either through social or web search, or both – which means the content can’t be crap – it has to be worth your prospects’ time. Lay out a plan to write and publish content consistently – make it a normal function of the business.

Get More from Other Marketing Channels

There are, as we said, other channels. Your paid ads may not be effective. Your e-mail marketing may not be working. Your videos may not garner an audience. MadPipe can help you understand what’s missing and what’s needed in any of these areas. Contact us to get help with your digital strategy so we can start you on the path to getting more clientele from your digital marketing.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.
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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.


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