Great article by my friend, Erik Newton of Brightedge, on the importance of treating SEO — search engine optimization — as a strategy.
Planning an SEO Marketing Strategy
Anyone close to SEO work has heard the request: “We want to be on page one of Google for these 20 words.” It’s an innocent request but is guaranteed to propel the company into the wrong tactics. Erik explains how a strategic approach aligns with the rest of a company’s marketing strategy. Who are we, what are our goals as a business, and how do we make our content, budget, resources, and goals align? He goes on to talk about how search is part of a marketing program and in particular, how to include SEO as part of the content marketing program, so every piece of content works for you.
More search strategy: http://moerubenzahl.com/category/search-marketing/
In my presentation, What Startups Need to Know About Marketing, I list four things small companies often overlook in their marketing plans. Number one is “strategy.” As in, have one! Even if it’s just a couple of pages, a written strategy tells everyone in the company that marketing matters and we have a plan.
David Packard said, “Marketing is too important to be left to the marketing department.”
Indeed, an understanding of the marketing strategy informs all decisions an employee makes on your behalf, from product design to logistics, to how we answer the phone.
Today, I stumbled on 5 Keys to a Great Small Business Marketing Strategy, from Greg Head, CMO of marketing automation vendor InfusionSoft. Greg says, “All successful businesses have a clear marketing strategy that makes everything they do more effective. Unfortunately, many busy small business owners get so caught up in tactical daily marketing execution like building a website, sending email, tweeting, advertising, optimizing a landing page, blogging and so on, that they are not taking the time to work on the decisions that’ll improve the performance of their tactics.”
It’s a good read. Even if your list of strategy elements differs from Greg’s or mine, the key is to have a strategy. You can improve it as you go, but please do start with something. It’s one of those things a small business owner never seems to have time to do but once it’s in place, it saves time and amplifies the efficiency and effectiveness of everyone in the company, every day.