Targeted Website Traffic
Do you have an advantage you are not seeing? Do you understand all you can about your targeted web site traffic? More to the point, your potential targeted website traffic.
I had a very interesting conversation yesterday with a client. Normally, no matter who I am speaking with, my goal is to educate and teach as much as possible about the new age of Inbound Marketing and achieving targeted web site traffic. It's something I am passionate about and very committed too. But, yesterday, my client taught me or maybe simply reminded me about an extremely important element of search marketing that needs attention BEFORE actual website efforts are initiated.
Client: Peartree Graphic Design
Client Length: Approximately 1 year
Client Services: Logo creation, graphic design, web design, brochure and other advertising material creations.
Client History: We were hired by this client about 8 months ago to create and develop a 15 keyword search engine optimization campaign for a 6 month period. This project ended some time in December 2009 with mixed but admittedly limited results. Although the client did achieve a return on his investment, some search engine positions and increased overall activity, we both agreed more work needs to be applied to achieve our initial objectives.
His first question when we spoke yesterday was: Why haven't we achieved the results we anticipate when we originally spoke back in May of 2009? My answer was as follows:
I explained to Kevin (Peartree Graphic Design) that SEO (search engine optimization) has changed or evolved dramatically in the last year. I explained that from my perspective, marketing itself has changed significantly in the past 12 months. Maybe more so than at any time in recent history. Then I went on to explain that these changes are so significant and so important that we need to discuss this in length, and so we did.
Kevin talked about the fact that he has been very busy lately with multiple deadlines and hasn't really had time to lift his head for air and look around to study what is happening with his own site, the marketing of his site. Obviously my client doesn't see these massive changes in the marketing industry and I can't realistically expect him too monitor and evaluate:
- Advance in Blog Development
- Changes in Social Media Impact
- Lead Generation
- Lead Tracking
- Lead Nurturing
Kevin isn't a marketing professional, he has his own graphic design business to look after, clients to support, projects to oversee and oh yeah, he has a personal life too (I hope). With all this considered, what is the best course of action?