Are We Clogging the Internet with Content? Or…Who Killed Direct Mail?

A recent writing gig made me think about the frenzy that many companies are in to generate content for SEO. I’m wondering if we’re losing sight of the real purpose of communications. A graduate of the school of keeping it simple, I believe being clear, concise, and direct is the right approach when you’re generating collateral or really any communications for your company – even if your product is a complex technology.

With that said, does it seem like some are aimlessly clogging the Internet with content? Many companies push out content faster than a sausage machine. Is it to increase organic ranking on Google? If this is the case, I say be careful how much you spend generating that sausage because Google likes to change things up. Every day there’s a new twist on SEO, how to optimize websites, and what makes things relevant. Fairly recently, the buzz is all about having video on your site. Quick! Run out and develop a video! Without sounding like a total Luddite, I kind of want to open the window, lean out, and say: Fingers off your keyboards and drop those cameras!

The fire hose of posts seem mostly to come from small- to medium-sized businesses, and I’m not begrudging them for promoting their business. But sometimes seeing that same article topic in the sidebar everywhere online is like being in the middle of a bunch of lunch hour shoppers throwing elbows at the Nordstrom Half-Yearly Sale. Undoubtedly, companies publish these articles to create incoming links so Google will shine down on them with increased organic ranking. Their goal is obviously to have potential prospects see the link, click it, and convert into a sale. Though I understand why it’s done (sort of), in some ways it strikes me as a de-evolution of our business sense. Don’t we already have a better, faster, and more predictable way to get to our prospects? Isn’t it called direct mail?

Wes Armstrong, a San Diego business professional, offers an opposing viewpoint. He feels current internet marketing strategies rely heavily upon instantaneous reaction and that social media enables marketing nirvana because marketers can position within exact demographics based on location, interests, and other markers. And, I do agree with Wes. Yet still, I get discouraged by the low quality and profuseness of junk I see online every day. I want to believe marketing and business standards are still intact, and that it’s not all about margins and profits. What we can’t deny is that the business world is rife with complex challenges and economies and that everyone is juggling to reach that customer six ways to Sunday.

It’s interesting to think back over the progression of lead generation. We started with the Fuller Brush Man and door-to-door life insurance salesmen. We still, to some degree, have telemarketing – though it usually leaves a bitter taste especially when the call comes at dinner time. Direct mail, too, has black marks related to the environment, low open and conversation rates, and cost with rising postage rates.

Nevertheless, the idea that you can buy a list of your exact prospects according to a whole host of data points and mail something directly to them sure sounds smart when you compare it to the needle-in-the-haystack approach of optimizing your site for SEO to increase your organic Google ranking and then hoping the right person clicks the link, visits your site, and stays long enough to do what you want them to do. Call me crazy, but the days of the one-two punch (a letter, then a follow-up call) sound kind of sane compared to the clandestine machinations of SEO. But, there are costs to compare and you can get content writers these days to pump out fluffy articles for small change and SEO services are still fairly cheap. And, of course you can pay to play with Google AdWords.

It just makes me grin to think of the armies of writers out there tapping away at their keyboards clogging the Internet with content. Here you go boss, here’s article number 455 talking about our new acai berry drink.

This could all be moot shortly though. I recently heard from a colleague who sells new media at AT&T that Google is making their entire page-one search results completely pay-per-click. It could be a rumor, but that sure would change things. What does that do to the SEO agencies? Will they have to write twice as many articles to vie for a ‘top of page-two’ location? I fear the onslaught of words now – all pushing and shoving to get in front of our eyeballs.

For information about how you can purchase a list of your prospects and implement a direct mail program, contact Ross Ridder at DMR Direct – 760-943-6205. You can also learn more about DMR Direct here.

Image source: www.officemuseum.org

Knowing When ‘No’ is the Right Answer

While agility is key in this market, knowing when to say “no” is just as important. This week was an interesting one for Essential Marketing Group and a few of my colleagues who are branching out into new terrains. A new potential client got in touch, a project that was not a good fit was passed up, and the future is unfolding with a brighter outlook.

Sometimes, it’s not just getting any work that makes a business productive. You have to know when and where to invest your time versus just taking a job to stay busy, yet marginally profitable.We all know this — it’s just a question of whether we put it into practice.

One thing is for certain, in business — like in life — you should never stop learning. And you should never be afraid to try a new path, even if the one you’ve been on has produced results in the past. There’s always a better you lurking inside waiting to come out. Just take a deep breath and let it out.

Go forth and do, my friends. Be your best self!

Nicely Bitten

There’s a bug going around, and it’s been around a good long while. It’s not a flu, a cough, or an allergy. It’s the niceness bug. And this is how you can tell if you’ve been bitten. Do you often hear “oh, you’re so nice!” If you do, chances are you’re a very sweet person. So, while this is warm and fuzzy thing to know, it can also be a drawback in situations with clients or co-workers. You could find yourself, albeit nice, in a less than advantageous position.

On this topic, I recently read a book called Anxious to Please: 7 Revolutionary Practices for the Chronically Nice. (This link goes to the book’s authors’ site.) I chose the book based on some recent self-reflection – not just for the obvious subject matter, but other things that the book discusses. One of my favorite sections talks about writing down – even if it exists vaguely in your head – your personal ethic. I think the act of writing it down is what makes it different – seeing it all there in words. I enjoyed a milder version of an “ethic” here at this cool blog called Dacia Ray.

Regarding personal ethics, I find that when I don’t consciously live mine I feel like I’m bidding on bluegrass concert tickets and don’t like bluegrass. Things get off kilter, disingenuous. That’s why I take steps to improve: like taking martial arts classes. How does it relate you may wonder?

In the book, the benefits of martial arts are suggested for us nice folks. Not just because it equips you with ninja fighting techniques, but because it increases your confidence and comes with the by-products of better balance, fitness, and an overall feeling of self-sufficiency. For those who may want to increase their edge and reduce their gushing niceness, check out the book. It’s a great read.

Retooling in a Tough Economy

Over the past few months, I’ve been in touch with freelance colleagues who have opened their minds to new lines of work. As budgets tighten and freelance projects ebb and flow, you can’t just call prospects and tell them what you want to do anymore. You have to listen with the ears of an elephant and provide the exact type of value they are looking for.

If it’s SEO, then you will provide that service. If it’s a CRM system, you will take that on. The old adage of do what you love and the money will come is likely due for an update. Should your bank account allow you this luxury, good on ‘ya. But if you are working to make ends meet, it’s time to widen your horizons.

It seems like the late 90s was about sticking to core business — learning what you’re best at and focusing on that. Now, I think that’s changing. Diversification is the way to get more in your net. It takes more work because you are having to learn more new things for your wider array of clients. And, if you don’t have that nice fat anchor client, again you are working harder to keep five or ten clients happy versus just one.

But, as the economy ebbs and flows on its way back to balance, we are all morphing and managing with new tactics and services.

That’s Some Enterprise You’re In Charge of Mr. Kundra

Today, Vivek Kundra was named America’s CIO. Article here. Can you imagine being in charge of the federal government’s technology infrastructure?And a $71 billion information technology budget to pay for it all? With these funds, Kundra will ensure IT interoperability between government departments…and I’m sure a whole lot more.

As I write white papers about infrastructures, global companies seem big to me with 24/7 operating schedules and numerous offices. The government, somehow, seems so much bigger and spread out. If the new web presence is any indication, I think we’re in for some positive changes.