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Added for You - Your Internal Departments and Your SEO Firm - A Play in Five Acts
There are about six billion people in the world today. Some of the six billion people are sellers of one thing or the other while some other ones are buyers of those things sold by the set of sellers. Interestingly, the sellers can become buyers overnight and the buyers can also be turned to sellers. It then follows that virtually everyone is into the business of buying and selling at one point or the other and in one way or the other. How? Business is basically all about buying and selling. It’s all about buyers and sellers. It’s all about service providers and service “seekers”.The buyers and sellers meet at the marketplace. So the marketplace is where buying and selling take place. The marketplace is where buyers and sellers transact businesses. In this context, there are two kinds of marketplace: online marketplace and offline marketplace.The offline marketplace can be said to be tangible or concrete because here the buyers and sellers, often a time, meet and know one another
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to s
Imagine for a moment that you manage the marketing activities for a relatively well-known, non-alcoholic drink. You’re competing for buyers’ attention at an upcoming industry trade show. How can you take on Coca-Cola®, Pepsi®, Maxwell House Coffee®, Lipton Iced Tea®, 7 Up®, Gatorade® and all the other mammoth brands? They have huge booth spaces, monstrous marketing budgets and worldwide distribution.Is there any hope for you?Not if you try to compete on their turf. You simply don’t have the resources available to you to make a difference. Your only hope is to battle them on the fields where you have a distinct advantage. Here is where you can use your most effective combat weapons – creativity and imagination.Because the big brands have so many resources at their disposal, they rarely rely on “thinking skills” (most small business owners don’t either because they’re too lazy). And that is precisely how you attack them and win.Suppose your brand on the trade show flo
The Players
Sales - These folks are the front line of the organization. They know how prospects speak, and they are generally very useful when it comes to keyphrase suggestions. Most of the salespeople are out for themselves, but they will gladly participate in a joint initiative if it means that they will have more targeted leads. The Sales team has an uneasy relationship with Marketing and often questions exactly what it is that Marketing does, since they do not believe that Marketing is helping them in the least. They generally cannot stand IT people, a feeling which is reciprocated with gusto.
Marketing - These people are in charge of the company message and finding more leads for Sales. They are generally creative and are in charge of seeing campaigns, such as SEO, through from beginning to end. As a result, they usually initiate an SEO campaign and are responsible for its ultimate success. They may also be the ones to find an SEO firm with which to work. They view Sales as a necessary evil, but feel that they are greatly underappreciated by the department. They have a better relationship with IT than Sales does, primarily because they have to work with IT on the corporate website. This does not mean that the two departments are best friends, however -- they rarely have nice things to say to each other unless they are in the same room.
IT - The people in this department are a legend in their collective mind. The IT team fails to see the need for any other departments besides their own - according to them, salespeople are arrogant and marketing people are ignorant. On the other hand, they think that IT people know everything that there is to know. They feel that SEO is an IT issue, so they are sullen with the outside SEO firm and sometimes downright hostile. It is the job of the SEO firm to gain their cooperation in order to make the campaign a success.
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are always asked by new prospects. It could save us time if we addressed these issues on our website.
Marketing: Here are all of our existing articles, whitepapers, and everything else that is still current.
IT: We hate you, but here's what we have decided can be changed on the site, and here's all the technical information about how it is built, even though you can't possibly comprehend it.
SEO Firm: Thanks. We'll get back to you with some proposed structural changes to the site to maximize your search engine exposure.
Sales: Sweet.
Marketing: Sweet.
SEO Firm: No problem.
IT: Since you seem like you're listening to us, we'll probably also try to implement at least a good majority of your suggestions. Please note that we did say "try."
Act 3: Content
Marketing: Here are all of our current marketing materials.
SEO Firm: Thanks.
Marketing: Also, as you requested, we've made our production people available for some quick interviews.
SEO Firm: Thanks. We'll put together some new content that targets the keyphrases we've decided are important. These new pages will be written in the same style as your current marketing materials and will make the job of your Sales team easier, since they'll be able to spend more time on customers who are already educated and ready to buy.
Marketing: Excellent.
Sales: Excellent.
SEO Firm: No worries.
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to si
Having worked for two direct mail and printing companies, I've seen my fair share of real estate agent postcards.Most of these postcards fell into one of two categories -- average and mediocre, or unique and powerful. Oddly enough it was usually one or the other, with not much middle ground in between.Most of these postcards (perhaps 70% or more) followed the exact same formula, a photo of the agent with a message to the effect of: "Call me if you're thinking about selling your home." These were the average and mediocre bunch, and they were nearly exact replicas of each other without much of an offer or motivator.But every once in a while, I would see the "other" kind of real estate agent postcard. Once in a while, I would see original, well-thought-out and powerful strategies that made me sit up and take notice. But they only made up about 15% of all the real estate postcards I encountered -- a minority, to be sure.So what were some of these unique and powerful stra
IT - The people in this department are a legend in their collective mind. The IT team fails to see the need for any other departments besides their own - according to them, salespeople are arrogant and marketing people are ignorant. On the other hand, they think that IT people know everything that there is to know. They feel that SEO is an IT issue, so they are sullen with the outside SEO firm and sometimes downright hostile. It is the job of the SEO firm to gain their cooperation in order to make the campaign a success.
SEO Firm - The hero of our story...of course.
It should be noted that the above are, by necessity, stereotypes. We have worked with more than a few companies that all seem to be on the same page and who do not have much interdepartmental conflict, but those seem to be the exception rather than the rule. We have also worked with some excellent IT departments who were extremely open to new ideas and were nothing but helpful (and were also, believe it or not, reasonably humble). However, such experiences are also fairly rare.
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are always asked by new prospects. It could save us time if we addressed these issues on our website.
Marketing: Here are all of our existing articles, whitepapers, and everything else that is still current.
IT: We hate you, but here's what we have decided can be changed on the site, and here's all the technical information about how it is built, even though you can't possibly comprehend it.
SEO Firm: Thanks. We'll get back to you with some proposed structural changes to the site to maximize your search engine exposure.
Sales: Sweet.
Marketing: Sweet.
SEO Firm: No problem.
IT: Since you seem like you're listening to us, we'll probably also try to implement at least a good majority of your suggestions. Please note that we did say "try."
Act 3: Content
Marketing: Here are all of our current marketing materials.
SEO Firm: Thanks.
Marketing: Also, as you requested, we've made our production people available for some quick interviews.
SEO Firm: Thanks. We'll put together some new content that targets the keyphrases we've decided are important. These new pages will be written in the same style as your current marketing materials and will make the job of your Sales team easier, since they'll be able to spend more time on customers who are already educated and ready to buy.
Marketing: Excellent.
Sales: Excellent.
SEO Firm: No worries.
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to s
Do you need outsourcing services for yourself or your business? How can you know if you do? One common characteristic of successful people and businesses alike is that they don't do everything themselves! To know if outsourcing services will benefit you, you must ask yourself a few key questions: What do I offer my clients that sets me apart from other providers of the same goods or services? What tasks can I outsource to others that will help me serve my clients more efficiently? And very importantly: Just how valuable is my time? It is often the answer to this final question that makes outsourcing services a key to your success.While you are busy making your product or service available, will you take the time to write your own newsletters, keep your own books, deliver your own packages, design your own website or write your own marketing material? Will you do all of these things yourself? It may seem less costly, at first glance, to do as many things yourself as you h
And so, without further ado:
Act 1: Building Blocks
Sales: Here's a list of the terms we hear our prospects using all the time. We also called many of our recently landed customers and asked them what terms they would use to search for us.
Marketing: We've looked the list over and added some ideas of our own, and we eliminated phrases that we definitely cannot use due to our marketing and messaging.
SEO Firm: Thanks. We'll check out the phrases, add some others you may not have thought of, and work with you all to finalize the phrases.
Sales: Cool.
Marketing: Cool.
SEO Firm: You bet.
IT: We have no idea why an SEO firm was hired - we already put meta tags on the site.
SEO Firm: We have a few more things we'd like you to change. Just be patient with us.
IT: Well, since you put it nicely...maybe.
Act 2: The Master Plan
Sales: Here's a list of questions that we are always asked by new prospects. It could save us time if we addressed these issues on our website.
Marketing: Here are all of our existing articles, whitepapers, and everything else that is still current.
IT: We hate you, but here's what we have decided can be changed on the site, and here's all the technical information about how it is built, even though you can't possibly comprehend it.
SEO Firm: Thanks. We'll get back to you with some proposed structural changes to the site to maximize your search engine exposure.
Sales: Sweet.
Marketing: Sweet.
SEO Firm: No problem.
IT: Since you seem like you're listening to us, we'll probably also try to implement at least a good majority of your suggestions. Please note that we did say "try."
Act 3: Content
Marketing: Here are all of our current marketing materials.
SEO Firm: Thanks.
Marketing: Also, as you requested, we've made our production people available for some quick interviews.
SEO Firm: Thanks. We'll put together some new content that targets the keyphrases we've decided are important. These new pages will be written in the same style as your current marketing materials and will make the job of your Sales team easier, since they'll be able to spend more time on customers who are already educated and ready to buy.
Marketing: Excellent.
Sales: Excellent.
SEO Firm: No worries.
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to s
There is a wide variety of internet businesses for you to choose from. You should select a business that is easy to handle and fulfils your monetary requirements.The strategy for choosing an internet business involves the following:1. Research your options – Before deciding on any particular internet business it is important to evaluate the various options. Research the successful and non-successful internet businesses and analyse the reasons for their success and failure. While researching, you will come across more failures than successes as verified by the dot com collapse. Therefore, it is important to understand that an internet business is not a,” magical” ticket to success. You have to work hard as anywhere else to turn your internet business into a success.2. Think of it as 'part-time' work – Considering the risky nature of this business, it is not at all advisable for you to leave your full time job or other business for starting an internet related business. In fa
IT: We hate you, but here's what we have decided can be changed on the site, and here's all the technical information about how it is built, even though you can't possibly comprehend it.
SEO Firm: Thanks. We'll get back to you with some proposed structural changes to the site to maximize your search engine exposure.
Sales: Sweet.
Marketing: Sweet.
SEO Firm: No problem.
IT: Since you seem like you're listening to us, we'll probably also try to implement at least a good majority of your suggestions. Please note that we did say "try."
Act 3: Content
Marketing: Here are all of our current marketing materials.
SEO Firm: Thanks.
Marketing: Also, as you requested, we've made our production people available for some quick interviews.
SEO Firm: Thanks. We'll put together some new content that targets the keyphrases we've decided are important. These new pages will be written in the same style as your current marketing materials and will make the job of your Sales team easier, since they'll be able to spend more time on customers who are already educated and ready to buy.
Marketing: Excellent.
Sales: Excellent.
SEO Firm: No worries.
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to s
Dear Reader,So you have an information product and want to sell it online. But why should someone purchase your product instead of your competitor’s? How do you make your product not only stand out, but jump out, from the competition?You need to develop what’s known as a Unique Selling Proposition, or USP for short. As Robert G. Allen (author of two bestsellers: Nothing Down and Multiple Streams of Income) says “To catch the fish, you’ve got to design your own unique bait.”The USP is a special promise that you make to your customer; something that your competitor is not promising. This promise is uniquely yours. The promise usually takes the form of a short phrase (but can also be highly detailed). For example, Federal Express promises “to deliver when you absolutely, positively have to have it overnight.” That promise combined with the belief that the promise will be honored is what motivates the customer to purchase from Federal Express instead of from another ove
IT: We hate you.
Act 4: The Plan in Action
SEO Firm: We've worked with your IT department and gotten all of the changes to your site implemented. We've also done our best to make sure that more sites with authority in your industry are linking to you. We should be seeing some great results shortly as the search engines recognize the changes and reward you accordingly.
Marketing: Awesome.
Sales: Awesome.
IT: Your foolish plan will never work.
Act 5: The Ongoing Campaign
Sales: Hey, Marketing? It's been two months since we started this project and we aren't getting any new leads. We think that either you didn't listen to us or that you're not doing what you're supposed to do.
Marketing: Oh yeah, Sales? Well we're working as hard as we can, and we've talked to the SEO firm several times this week already. We have already started seeing some preliminary results and the SEO firm keeps reassuring us that we have just begun. We're tired of your attitude.
IT: We knew this would happen. Why are these guys even here? They keep wasting time when all we really want to do is update the site, of course. It's not our fault, don't look over here.
SEO Firm: As we told you at the outset, it can take about three to six months to start seeing results from your SEO campaign. Sales, if you are patient we will be able to show you some solid numbers in a few more weeks. Marketing, please make sure that you are available to set up appointments with us so that we can continue to write you copy that adheres to your messaging and so that we can cut down on the number of edits you need to make. IT, thank you for your patience - we'll have some things for you to do shortly.
Sales: OK, fine. Sorry, Marketing.
Marketing: Yeah, same here Sales.
IT: (Mumbles something unintelligible)
Epilogue - 1 year later
SEO Firm: As you can see from this graph, you are now crushing your competition, search traffic is up over 1,000 percent, and the results are still improving each month.
Sales: Thanks to you guys, we all have new yachts, summer homes, and fancy cars.
Marketing: Thanks to you guys, we all got raises and our resumes are stacked.
IT: Thanks for nothing - we're taking all the credit. After all, we did the hard part!
(C) Medium Blue 2007
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