Have you ever wondered how there came to be so many Internet marketing experts and search engine optimizers in the world? My guess is because it is so darn easy a caveman could do it. At least it seems that is what they were told back at marketing school.
I love marketing. It is the only reason I watch the Super Bowl. I love to see great marketing, and to watch companies take off like an eagle. The unfortunate reality is that unskilled marketing flies with all the grace of the dodo bird.
I want to share two extreme examples of marketing failure I have recently been assaulted by. I received each of these in just the last few hours, and they come in great abundance each and every day. I think these examples explain a lot about why I encounter so many people skeptical about their marketing efforts. It is this kind of marketing that damages my whole industry.
Marketing Fail One: “Mould Providing”?
I will start with an email message I received only a few hours ago offering to sell me molds. Molds? Yes, molds! Why somebody would try to sell me molds is way over my head. This marketing failure was not only way off the target audience, but they even spelled the product name differently (language variance) in the subject line and body of the email. Then they went on to write the email as if they were the SEO just out of search engine optimization school trying to make the most of their keywords. I guess they needed to search engine optimize their email for some reason. Needless to say, I will not be purchasing any molds (or moulds either), so don’t even go there!
This goes well beyond just a language or cultural barrier, so before you give this “Marketing Engineer” a break, consider how he and millions of other spammers like him damage the marketplace for others. They collectively hinder the attention span and trust of each of us and make us more stubborn about our marketing expectations.
Subject: Mould Providing
Dear Sir/Madam,
Our company, King Mold Limited is located in Shenzhen City Guangdong province of China. We are middle size of mold maker company and about 100 machines in house. We made about 500 molds last year and 90% molds were exported to Europe, North American and other oversea areas.We are able to make small and simple molds, big and complex molds, we have made some insert molds, overmolds, two shot molds, gas assistant molds, unscrewing molds, hot runner molds and complex molds with many sliders drived by hydraulic cylinder.
Thank you for your time in advance. Your prompt attention will be highly appreciated!
Sincerely yours,
Tony /Marketing Engineer
You may be curious how Tony the Marketing Engineer targeted me for this brilliant marketing campaign. Yes, I was curious, too. You know, I love tracking things, because I am a marketer. This particular marketing failure came by way of email addressed to “thebigcheese@veryimportantguy.com” which is an address that I used in only one place … ever. That was in a blog article I wrote at “Mobile – Local – Social” titled “Cc: How Social Media Killed Email“, and I knew at the time some email spiders would come and scoop up the email address.
Marketing Fail Two: First Page Google Listing
First, I want to explain that this email came from my contact page here at aWebGuy.com and the sender had to pass a Captcha form to send it. What makes me want to reach out and ring the collective neck of this form of marketing “expert” is that it has lead a lot of people to really think of search engine optimization (SEO) as a joke. Here is the email I received:
Want more clients and customers? We will help them find you by putting you on the 1st page of Google. Email us back to get a full proposal
I wonder what, exactly they would like to get me ranked on the first page of Google with. Maybe the term “how to sell SEO“? Oh yeah, but I am already ranked in the top two for that search, and it has nothing to do with spamming people. I am already there for about a squillion competitive industry terms. I mean, it is what I do professionally. Maybe they can get me on the Google home page just under the logo … how much does that cost?
What really drives me nuts about this is that although it separates the good SEO and bad SEO, it still gives a lot of companies a real reason to hate people in my industry. It makes it even harder to overcome that disgusting image of some fat un-bathed guy in a pair of filthy nylon boxers sending out email and tweeting some crap about his new “earn money fast online” scheme and how he is the real deal and he can make your company successful overnight.
Screw it … I think I’ll go back to bed. My head hurts from thinking about it. If you leave me a comment, that is fine, but I am not buying any damn SEO or molds, so put it out of your mind right now!
SEO: It is the art and science of getting your website listed in search engine results for more search terms and listed higher than all the others. This is a pretty important factor to website success … and business success. So, it would seem tragic if you had done almost all the right things, but then you just forgot some of the basics.
Nobody is perfect. We all forget things. I want to give you a reminder of something that I frequently find overlooked by WordPress blog owners when they set up a new blog, and as the blog grows. The basic principle can apply to any website, really. The little things really do add up, and this is a quick SEO tip that you can use to improve your SEO so fast that you may wonder why you ever neglected it.
WordPress Category Descriptions
Sure, you have set up your categories, and you may add to them now and then. Blogs change over time, and so their focus changes. Categorizing your content is important, and so you probably did not forget that part. What I find that a lot of people do forget is to optimize WordPress category descriptions to match their content.
WordPress categories are a way to make it easier for people to find more information on the same topic. They also help search engines to better index your blog. It only makes good sense to have your category descriptions reflect the content of that category correctly, and keep it up to date.
The category description is where WordPress gets the page description for category pages to include in the meta description. If you do not have a description, or it is an old description that does not reflect changes to your blog and to the state of that category, your blog is missing an important element.
Using “Noindex, Follow” in WordPress Category Pages
You may say, “but I have a noindex, follow meta tag in my categories.” This is good, and I do, too. I use “All in One SEO Pack“, and I recommend it to others. It allows easy management of meta indexing directives.
I do not want search engines to index my categories, but I want them to know exactly what the categories are about and then follow the category page links to my article pages. It makes sense that I should give them a good meta description.
It may seem trivial, but when you consider it, many of the things we do to optimize our websites for search engine ranking really are just little pieces. Those little pieces add up to be one big picture, and until you get them all together, the puzzle is still not complete.
Managing WordPress Category Descriptions
Just to be sure I did not give you a great idea and motivate you to take action, but not follow through with a “how to”, I will tell you a couple of tips on where to go and do this, and also what to include.
First, for anybody unfamiliar with where to edit WordPress categories. Depending on the version of WordPress you are using, you will find it in your blog administration either under “Posts” and then “Categories” or under “Manage” and then “Categories”. From there, you will see all of your categories listed. Simply click on a category name and add or modify the description. I would not suggest changing the “slug”, because it would change the URL and upset your internal link structure and search engines would have to learn it all over again.
Editing Word Press Categories is Simple
Now that you are ready to edit your blog categories, try to create a description that reflects the emphasis of the category, and how it relates to the overall content of the site. As an example, my “Internet Marketing” category description reads as follows:
“Internet marketing has many sub-categories and this information focuses on marketing content creation, SEO, and social media marketing.”.
As you can see here, it reflects the blog category, but it also reflects how it relates to the overall subject of the blog.
I hope you have found this to be useful. It is sometimes easy to forget the little steps, but they all matter.
For more useful WordPress-specific tips and tricks, I recommend my friend, Ruhani Rabin‘s blog. Here is a link directly to his WordPress category where he has a lot of useful articles about tweaking WordPress blogs.
In every industry there is a list to be on. You know, an industry “A” list. TopRank Online Marketing Blog works hard to maintain such a list in the online marketing industry. It is called the BIGLIST, and it is an A-Z list of search engine marketing and search engine optimization blogs. I agree with much of the list, but I found 26 different places where it was lacking. I will share my findings, but first, I will explain some things about my industry. The World Loves Fruit Stripe
Links Rule SEO
Links are something that make or break SEO efforts. Anybody with a website should know this by now. Good SEO are particularly skilled at creating incoming links to websites, and rely on compelling content that people want to link to. Most SEO fail at linkbuilding, but the good ones have something special. Great SEO are some of the best hookers, because they “hook” you into reading what they have to say, and “hook” you into linking to it because you want to share it with others.
Any SEO blogger worth their weight in Fruit Stripe gum will write some sort of “link candy” now and then. You know, that stuff that you just cannot resist linking to or sharing to others because the SEO whipped out a Jedi mind trick or because his sexy eyes just compelled you undo an extra button.
Of course, when these linktacular search engine optimizers are looking for incoming links or to rank tidily for some given search term, it is best for them to be relatively covert about it. Nobody wants to be fooled by some SEO guy’s trickery and clever tactic of doing something that will improve his own lot in life. It is why guys like Chris Brogan announce that each affiliate link is an affiliate link and that he may benefit if you go and buy something. It is perceived as if he was hurting you by making a dollar for helping you to find the offering. So in the order of transparency, I will tell you that I want you to link to my blog like a junkie wants another hit of smack. There should be no shame in respectfully asking for assistance, and a link is not a con job or a threat to global well-being.
Sure, we marketing people are always supposed to operate under the guise of being truly altruistic and never doing anything for our own gain. After all, that is what people respond to the best. If some Murnahan fella in Topeka, Kansas tries to get a leg up and hop on a list of popular search engine optimizers who are known for killing grizzly bears with a rubber band and a toothpick, he had better be kind of hush hush about it.
Oh, for crying out loud! Did you really think I would do something that resembles conformity? Heck no, I want on that damn list, and I will fart sunshine if it will convince you to share my blog with everybody you know and ever hope to know (and their unborn children, too). Sure, I want links … I want a squillion links, but I want them for the right reasons and I am not taking food off your table to get them. I am not conning anybody for a link to my work. I am sharing information and providing value to my readers. I may even cause you to chuckle now and then, and on a good day I can make you shoot a good load of steamy coffee from your nose. Other days I may piss you off, but if I don’t get a death threat now and then, I just didn’t reach enough people. I have learned that you cannot make butter if you don’t stir the milk and polarize your audience now and then.
I like earning a living, and I am not afraid to say it. I work very hard making money for my clients as a search engine optimizer and social media marketing guy, and I have three kids to feed. The killer instinct is alive and well in Mr. Mark Aaron Murnahan, and the great news is that I am one of those toothpick-wielding grizzly bear hunting SEOs who truly does care about doing things well. I have been in my industry since the mid-1990’s and I have been behind the curtain as many clients’ great Wizard (I live in Kansas, so Wizard of Oz references are dear to me).
OK, so on with my disappointment from TopRank BIGLIST of SEM and SEO Blogs. I want to share 26 things I think TopRank has missed, and ideas to make it better. Oh, and by the way, you may also get some benefit from these useful links to blogs by other search engine optimizers. You see, there I go being useful again … I cannot help it, even when I am pushing another piece of link candy and serving my own agenda.
Listings Missing from TopRank’s BIGLIST of SEM and SEO Blogs
I found a full 26 places (one for each letter of the alphabet) that TopRank missed the mark on that BIGLIST of theirs, and I am going to share them with you. Since it is an alphabetical list of top SEOs, I will go through the 26 missed opportunities to improve their list in alphabetical order. I will include the listings immediately before and after the “oversight”, so it will be easier to reference when you look at the TopRank BIGLIST on their site.
Aussie Internet Marketing Blog – Sean Rasmussen writes “down under” about practical tips on a variety of online marketing topics including SEO, blogging, social media and general web 2.0.
Insert “aWebGuy.com SEO and Social Media Marketing Blog by Murnahan” Here
B2B Online Marketing Blog – The folks at Business.com have put together a fine resource for B2B businesses and marketers with a problem/solution format that includes case studies, conference coverage and insights on search, social media and a few Business.com product posts from time to time.
Beanstalk SEO Blog – Dave Davies blogs about news in the search engine and online marketing industry.
Insert “Bear-Killing SEO Blog by Murnahan” Here
Being Peter Kim – Previously with Forrester Research, Peter Kim now works with an Austin based strategic consulting practice that is developing an enterprise class Social Software-as-a-Service (SaaS) suite. He continues to blog about social computing, social media marketing and insights of high value to internet marketers and business leaders.
Charlene Li’s Blog – Previously a Forrester Analyst, this blog that also covers social computing and digital marketing topics.
Insert “Clever Linkbaiting That Nobody Will Notice by Murnahan” Here
ClickEquations Blog – Craig Danuloff writes this insightful paid search product blog from Commerce 360 on PPC, analytics, and internet marketing in general.
Daily SEO Tip – Search Marketing blog guru Loren Baker and SEO smartie, Ann Smarty have partnered to deliver practical, usefuland often creative SEO tips that are good for new pracitioners as well as experienced online marketers.
Insert “Damn Linkable Stuff by Murnahan” Here
Dan Zarrella – Dan is a self described, “Social Media and Viral Marketing Scientst”, and a web developer who blogs about the social media, viral marketing and SEO focused research he does and tools he’s created like the Link Attraction Factors tools and the recent Tweetbacks blog plugin.
Epiphany Digital Marketing Blog – This UK agency offers a mix of internet marketing posts from agency staffers on search, social and industry topics. Many of the posts go into detail about insights, testing and general observations from solving digital marketing problems.
Insert “Eternally Grateful Linkbaiter by Murnahan” Here
Everett Sizemore – Aka @balibones is the SEO at Gaiam and recently launched this blog dedicated to SEO. Gotta love the tag line because it’s keyword rich AND creative: “SEO Consultant – Organic Farmer of Keywords and Tomatoes”.
Flyte Blog – Rich Brooks writes about web marketing for small business.
Insert “Forever Linkbaiting by Murnahan” Here
Forrester Blog for Interactive Marketing – Excellent group blog from Forrester on various aspects of interactive marketing from B2B social media to search marketing to research and industry news.
Get Elastic Ecommerce Blog – The team at Vancouver BC based Elastic Path, an ecommerce platform, blog all angles of conducting tansactional business online ranging from general marketing to usability to social media. There’s are also a series of podcasts from last summer worth checking out.
Insert “Getting a Toothache from Sweet Link Candy by Murnahan” Here
Holistic Search Blog – UK based Peter Young blogs mostly about internet marketing topics with an emphasis on tips, commentary and insights related to SEO, PPC and online marketing.
Insert “Honest Marketing Ideas by Murnahan” Here
Hubspot Marketing Blog – The team at HubSpot writes about internet marketing and online lead generation for small business.
I – Com Blog – Searched, designed and developed. That about sums up this Manchester based internet marketing agency blog that covers design, development, copywriting and search marketing.
Insert “I Think This May Pass as Linkbait by Murnahan” Here
Ignite Social Media – Ignite is a social media consultancy with the company web site running as a blog. Topics logically emphasize social media with some optimization flavorings. More information on the post authors and a fix to the 404 on the job openings page would be nice.
Junta42 Blog – Joe Pulizzi takes his own advice and provides great tips and advice on marketing and retaining customers with content which is really spot on if you subscribe to the “give to get” principles of social media marketing.
Insert “Just a Bit More Link Baiting by Murnahan” Here
Justin Freid – As Traffic and Lead Delivery Optimization Manager at Petersons.com, Justin Freid posts his personal insights and tips on SEO, PPC and Social Media on this very new and very well designed blog.
Keyword Driven – This is Acronym Media’s agency blog (55th floor of the Empire State Building) which has a variety of posts on SEO topics, tools and observations from a mix of staff. Although, with just 2 posts in December and only 1 in January, blogging isn’t a high priority at the moment.
Insert “Kids … Did I Mention I Have Kids? by Murnahan” Here
KoMarketing Associates SEM Blog – A group/company blog covering SEO, PPC, events, industry news/trends, tips and a lot of personal insight. These folks are clearly involved in, and have an opinion on, what goes on in the industry.
Local SEO Guide – With Andrew Shotland it’s all about local internet marketing and he blogs it well.
Insert “Look! Another SEO Blog by Murnahan” Here
LyndiT blog gets our attention for great design and user experience in this BIGLIST update. Lyndi Thompson is a Social Media and Online Marketing Specialist and like me, is addicted to peanut M&Ms. Besides writing about a mix of social media, SEO, web design and online marketing topics, you might be interested to know Lyndi lives on a mini farm, owns several animals including a donkey and supports some great causes in the Northwest.
Mannix Marketing Blog – This agency blog focuses mostly on SEO, web design & Internet marketing as well as agency news and involvement with industry events.
Insert “Mark is Just Short for Marketing by Murnahan” Here
Marketer Insight – This is an agency blog from the team at WebSiteBiz covering “current thinking and strategies related to improving online marketing” with search, social media and analytics focused posts from Eric Dudley, Kyle Bumgardner and Tom Dressler.
Insert “No Good Reason to Overlook aWebGuy.com by Murnahan” Here
North South Media Blog – This Scotland based agency blog offers tips, news, interviews and an interesting “Top SEO Companies” feature each month that ranks regional, national and international SEO agencies by keyword rankings.
Online Marketing Blog – Lee Odden and TopRank team members blog about search marketing, social media as well as interviews, reader polls, SEO blog reviews, marketing tips, guest posts from industry leaders and SEM conference coverage.
Insert “Only One BIGLIST Listing is OK by Murnahan” Here
Optimized! – Mary Bowling is an experienced online marketer who writes for a Local Search Marketing column for ClickZ. She’s also blogged her observations and insights about a range of SEO topics and of course, local SEM since December 2007.
Practical Blogging – Adsense, affiliate advertising & general blogging help from Robyn Tippins.
Insert “Pretty Hard to Miss This SEO by Murnahan” Here
Proactive Report – Sally Falkow blogs about online PR and social media
Insert “Quite Interesting Blog by Murnahan” Here – The only “Q” blog on BIGLIST.
Read/WriteWeb – Next generation web technology from Richard MacManus.
Insert “Really Similar to Read/WriteWeb if You Squint Hard Enough by Murnahan” Here
Receptional – Added on November 2007, we’re happy to see this UK based blog re-added to BIGLIST. Dixon Jones and the team at UK internet marketing agency Receptional blog the gamut of web marketing topics including affiliate and search marketing, usability, analytics and social media.
SEO and Tech Daily – The Daily Scoop on SEO, SEM, PPC Trends, Analytics, Web 2.0 start-ups and more!
Insert “SEO and Social Media Marketing Blog by Murnahan” Here
Seoaware Blog – Freelance writer and web designer Melissa Fach blogs about her thoughts on search marketing and points to many articles of interest.
The Leading Edge– PR and social media guru Sally Falkow has her own blog on this list already, but also shares her insights on trends in PR technology for popular PR industry publication Bulldog Reporter. Sally’s advice includes online PR, social media and search marketing.
Insert “The Least Obvious Linkbait Ever by Murnahan” Here
The Search Insider – Not to be confused with MediaPost’s “Search Insider”, this blog from Wpromote’s Mike Mothner provides insight into pay per click and the business of search marketing.
Trail of the Fire Horse – Another excellent Canada based search and social media marketing blog comes this time from the very smart/savvy Dave Harry aka “the Gypsy”.
Vertical Measures Blog – This Phoenix, AZ agency blog focuses on SEO, link building, agency events and industry observations, Posts are written mostly by Social Media Architect, Kaila Strong.
Insert “Very Underestimated SEO by Murnahan” Here
VIZION Blog – Search Engine Watch columnist Mark Jackson and his team at VIZION blog about a wide range of SEO topics, worth subscribing to for sure.
WebConnoisseur – Dustin Woodard’s thoughts on search, web analytics and the web in general.
Insert “Web Guys Don’t Linkbait by Murnahan” Here
Web Ink Now – David Meerman Scott helps innovative marketers use digital information effectively.
Insert “X Should Be SEO’d Too by Murnahan” Here
Yoast Tweaking Web sites – This blog from Joost de Valk covers web design and SEO from the Netherlands.
Insert “Yoast Who? I’ll Show You Yoast by Murnahan” Here
This concludes my list of 26 Ways to Improve TopRank’s BIGLIST of SEO. Now, I know I am not supposed to do this, because people don’t like to see other people get ahead. However, if you want to share this with others who may find it to be interesting, I will tip my big white SEO hat to you.
US Airways Consumer Scrutiny
I just read a blog article about a poor customer experience with US Airways. It got me to thinking about the ways we listen, and I think it could be described as two different types of ears.
Consumer Listening: Skeptical Ears
The first type of ears are those of a skeptical consumer. We have skeptical consumer listening skills which are pretty basic and instinctive. These are the ears we use to hear scandal and negativity. Most people have this set of ears cranked way up to hear anything they need to know as a consumer.
Consumer watchdogs are everywhere, and social media brings them out in a big way. In fact, it allows each and every one of us to be a consumer watchdog and to tell our story. Anybody with a bad experience can make a pretty loud sound using social media.
Consumer Listening: Marketing Ears
With a different set of ears we hear the marketing message of a company. We turn the sensitivity of those ears way down. These are the ears we use to hear all of the good things that a company does, and the reasons we should buy from them.
As a test of your ears, just consider it this way: Do you hear me better when I say that I want to provide you with my valuable SEO and social media marketing services (and I do), or when I warn you about ways you may be screwing up your SEO or social media marketing? You see! Your instinct is to hear what could hurt you, more than hearing things that can help you. This is why it takes so much more effort to spread a good marketing message than to spread a negative message about a company.
We have all heard that it takes many “rights” to correct a “wrong”, but what if you could turn the “wrong” into a “right” of sorts?
Turning Up the Marketing Ears
There are a lot of ways to turn up people’s marketing ears and help them to hear you. Ironically, it can sometimes come from whispering into their other set of ears … their skeptical ears. If you are running a business and somebody is talking about your brand, you should be listening to the negative and even using it to your advantage. I see it all the time that companies are either not paying attention, or they hear negativity about their brand but do not address it. They just hide their head in the sand like an ostrich and wait for things to blow over. What they often overlook is all the potential for benefit they may be missing. They see it only as damage, and often try to ignore it in hopes that it will go away. The truth is that it is not going away, and ignoring it only serves to cause a sense of passive aggression. It often makes people want to scream even louder about their distrust or discontentment.
US Airways Best and Worst Scenario
What if US Airways hears this message of discontent about their brand and ignores it? It means that they will further lose faith from this consumer, and also that of others he encounters … both online and offline. On the other hand, what if US Airways used it as an opportunity to regain his faith? What if they were able to improve his opinion of US Airways and even come to make him a fan of their company? Can you imagine the value of turning it completely around and showing a disgruntled consumer that you really do want to make them a happy customer?
I suspect that the disgruntled US Airways customer, Jeff Gibbard will soon have answers to whether US Airways is listening. In the meantime some skeptical consumer ears are perked, and just waiting for US Airways to whisper.
Update: 14 June at 7:30 p.m. USA Central TimeAmerica West is Listening
I would like to add that America West Airlines, which is the same company as US Airways (they merged in 2005) has been here and did nothing! They gave no reply, and made no attempt to apologize to Jeff Gibbard or even give an excuse.
Here is a screen capture from my visitor log which clearly shows that this article is visible, even to the noisy airline industry.
Turning away business from a customer with a fist full of money and a desire to buy what you sell may seem like a bad business tactic. For many people, turning away a customer is viewed as a tragedy, but in some cases it can produce great benefit. In fact, there are many instances where this tactic can be extremely profitable. I know, it sounds crazy, but let me explain. First, I want to be clear that this is a tactic versus strategy, so don’t start trying to make a bunch of money turning people away just yet.
Examine, for a moment, a couple of reasons it can be important to turn away business, and how it may benefit your business to do so. Face it, not all customers are great customers. There are bad customers in every business … yes, I said every business. Even if you own a coin operated vending machine company and never have to face the customer, there is such a thing as a bad one. There are ways to turn away business that are tactful and useful, and sometimes we just have to learn when it is right to say “no” to the customer.
What brought me to write about this today was that I recently expressed selectiveness to a friend who is in need of marketing services. It is not a matter of arrogance at all, but in my line of work, there are very good reasons I absolutely must turn away business. I only have a limited amount of time to render my services, and if I am spending time working with people who do not pay well, have a bad product offering, or are difficult to work with, I may as well stay in bed. Working with a client for the money alone would be miserable to me, and likely to them as well. Mine is an extreme case, but in every service industry role where time, creativity, and knowledge are the product, it is very important to seek the right customers and stop wasting time with the ones who hold us back. Turning away business can be a painful transition for those unfamiliar with the concept, but it can save a lot of grief.
Opportunity Cost
(economics) The cost of an opportunity forgone (and the loss of the benefits that could be received from that opportunity); the most valuable forgone alternative.
When you are striving to be profitable, you must consider opportunity cost. That is the cost of opportunities that you will miss by taking on each customer. Any time you take on a new customer, there is a loss of potential opportunities elsewhere that could slip by because you are too busy.
In good and proper business transactions we can see that the customer is just as fortunate to make a purchase as the seller is to sell their product or service. If you focus on a better value proposition, competition really does not affect you as much. I have created many instances where a client raises their prices because their offering is worth more than they realized, and they were able to qualify it in their marketing message and quantify it in their business volume. This is the way it is supposed to be, after all. If somebody is willing to trade their hard-earned dollars, the seller clearly has something they want or need. If it is something with a limited supply and a sufficient demand, turning away business is sometimes not just the best option, but rather the only option. That is basic supply and demand, but there are still other reasons to turn away business.
The Arrogance of Purchasers
As purchasers, we often do not see things clearly and we become arrogant with our spending. There is always somebody else out there willing to sell things as if they are a commodity even when they are not. These sellers will offer something that is inferior, and price it low enough to capture the business of those who cannot understand the value difference. What this seller often misses out on is longevity and sustainable profitability. They do not understand the notion of turning away business for any reason, and the value it represents. This sort of selling as a commodity affects most businesses at some point (either internally or externally), and it is important to address it in your marketplace. In service industries, especially, it is a tragic end for many companies to fall into the trap of selling as if they are a commodity just to keep doing business … profitable or not.
Commodity
A commodity is a good for which there is demand, but which is supplied without qualitative differentiation across a market. It is fungible, i.e. the same no matter who produces it.
A valuable lesson for both buyers and sellers is to recognize when something is not a commodity. Seeking qualitative differences is important to good purchasing, and conveying these differences is an essential of good marketing.
Overcoming Commodity Selling
I write what I know, so I am using examples from experience in my own companies to illustrate my point. Perhaps if you see that I live by my own advice, you can at least view it as sincere. When I consider people selling something as a commodity that is indeed not a commodity, it is easy to find examples. Let’s take web hosting as an example (the service that keeps websites up and running). I have been in the web hosting business as a wholesale web host selling to hosting resellers for a decade. Is it the same thing anywhere you go? Well, without a long drawn out explanation, I can say that it clearly is not a commodity. My company’s web hosting prices reflect the millions of dollars invested in higher quality equipment and network architecture that sets us apart. We turn away a lot of business, and thank goodness, because it allows us to keep the quality standards extremely high for the customers who want something better.
Is SEO a Commodity?
Another absolute case of a non-commodity that is often sold as such is marketing and search engine optimization (SEO) services. I see people every day who sell dreadfully ineffective but cheap marketing and SEO services. Tragically, I find many people in the marketing and SEO field who will drop their prices to try and compete as if they offer a commodity. In my line of work as a marketing consultant and enterprise SEO, it is pretty clear to me that my clients receive more quantitative benefit from the transaction than I do. Maybe you have a similar case of providing great value as well, and if so, it is best to recognize it. Sure, I get to earn a good living, but the dollars the client gets in return far exceed what I am paid. It kind of makes me like a money duplicating machine to clients. Would it make sense for me to take on every project that comes my way? Of course not, and especially considering that much of my profit is derived from performance-based contingency SEO. So I refuse to sell it as a commodity, which is why I turn down the vast majority of potential clients who approach me. It is stupid? Some may say “yes”, but my clients are fortunate for it, and my reputation has become valuable because of this.
Do You Want Cake or Do You Want Cake?
I also see the benefit to turning away business very clearly in another of the companies my wife and I own and operate, in the cake and confectionery business. It is a very busy time of year for cakes. There are a lot of weddings, anniversaries, and graduations this time of year, in addition to the constant baby showers, birthdays, company parties, and etcetera. Designer wedding cakes and custom gourmet cupcakes require a lot of time, creativity, and skill. If we tried to take on every customer, it would degrade the product for all customers. So we turn away business to keep quality standards high. This makes it better for business on both sides, the customer and the company.
If you are not selling a commodity, it is unwise to try and compete as if you do. There will always be somebody willing to cut their own business throat to beat you out of a sale just to drive revenue. Discovering and conveying your value proposition is essential. Sometimes that means that you will need to start turning away business.
Insert “aWebGuy.com SEO and Social Media Marketing Blog by Murnahan” Here
