Tag Archives: SEO

Old School Advertising

Once upon a time, people looked for information about a business in the yellow pages of their local telephone directory.

Yellow PagesIf a business placed an advertisement in that directory, it was wise to be the first company listed under the desired category.  The “old school” method of naming your company, therefore, was to have a title such as All American Plumbing or AAA Heating & Cooling.  The idea was that the consumer would dial your number first because you were first in your category.

In a sense, they were following the #1 immutable law of marketing;  The Law of Leadership.

Fast forward to 2015 and the world of electronic communication.  Searching the phone directory for a business listing has been following the path of the dinosaurs for a number of years, with the end not too far away.  Today it is much faster and more efficient to look for a business using a web browser on a smart phone, laptop, tablet, or similar electronic device.

In many cases, the listing enables the online user to call the business directly from the listing, view the website, or discover the hours of operation among other choices.

So, although the old school theory of using the first letter of the alphabet to lead the way in a business listing is passe, the law of leadership still applies.

If a potential consumer does not know the specific name of your product, business, or company and chooses to search by a generic category such as “plumber” or “Italian restaurant,” it is critical that your business comes up on the first page of search results, preferably leading the way by being first on the page.  Search engines are intuitive enough to know your location, so searching for an Italian restaurant when you’re in Chicago is not likely to return a result for Poughkeepsie, New York.

The bottom line:  You want to be on the first page of search results!  Statistics have shown that 74% of users will not go beyond that first page.  If your business is not there, you are out of the picture, and will wonder why your website isn’t generating the results you expect.

How do you do it?  One way we recommend is to work with a consulting firm with a proven track record.  Just building a web presence is not enough in today’s competitive environment.  You need the right key words and strong page descriptions, but you also need to understand your market segments – not everyone needs what you offer – and provide relevant content that entices your ideal audience members to use your products and become loyal to your brand.

Brand Your Work – Work Your Brand


Product Presentation

One of the most important elements in marketing your business is how you present your company and your products and/or services.  Presentation sets up the perception customers and potential customers have of what it is you have to offer.  Poor presentation can develop a negative perception, and we all know a negative impression – especially if it’s the first impression – can be difficult to overcome.Presentation involves virtually every aspect of your business, from your web presence to packaging of your product, and from your corporate logo to your advertising impressions.  There are psychological reasons to pay attention to presentation.

The example pictured pertains to positioning of your product.  Most consumers are right-handed.  While that may seem insignificant, it does play a role in product placement.

Store shelves are arranged to take advantage of human nature.

Store shelves are arranged to take advantage of human nature.

Store shelves are arranged to take advantage of human nature.On a grocery store shelf, dish washing detergents are displayed with the most prominent brand at eye level, front and center.  The unwary consumer sees the top brand, notices the price, naturally grabs for a bottle, and continues on their trek through the store.  It is only when they get to check-out that they realize they’ve grabbed the store brand instead of the brand they thought they had intended to purchase.  Simple psychology applied to primarily right-handed people.

Look more closely and you realize the bottles are shaped and sized very much alike, and just as colorful so the perception is they’re all the same.  At check-out, the consumer is less likely to return the store brand in exchange for a higher-priced product so the store’s psychological ploy has worked.

Have you taken a look at your company’s website lately?  Does it present well to potential customers?  When you take the time to think through the process of a potential customer finding your business on the Internet, you understand that it usually starts with a search engine query.  If your website or other information fails to come up on the first page of search results, you only have a 25% chance of a user going further to find you.

If your website does land on the first page, it’s likely you’ve paid to promote your website, found the right key words to bring you to the forefront, and have a relevant page descriptor and relevant content that matches what the consumer was searching for.  Those are the first steps.

Your website must then pertain to what the potential consumer is trying to find, and quickly.  It should be easy to scan and locate the information they need to use your services or purchase your product.  How all that information is presented is also critical.  Make it easy for people to find what they’re looking for, and if you’re not sure what they’re looking for, ask them so you can enhance the presentation of your products and services.

You must get their attention, keep it, and get them to respond favorably to your call to action.

Presentation goes so much deeper:

  • Hand your product to a potential consumer with the label facing them.
  • Give someone your business card with the information easy to read.
  • Park vehicles with your company’s logo in conspicuous locations to maximize the advertising value, and make sure the vehicle is clean and attractive-looking.
  • Keep the entrance to your building neat and clean.

Remember, it’s hard to change a first impression.  How do your employees present themselves and your company?

Brand Your Work – Work Your Brand