If there were a magic pill for getting more business, someone would have found it, shared it and everyone would be taking it. The truth is that there is no magic pill. Getting new customers is hard work and a continual moving target. You might be tempted to enlist the gimmicks of SEO companies or social media spammers. It’s not worth it. Gimmicks have costs eventually.
Just recently, there was an outcry with the Google search engine algorithm change with Google Panda. The sites out there that were low in quality and merely focused on backlinking to artificially manipulate search rankings were filtered out. Those sites intent on providing value and substance rose in prominence. The gimmicks were completely sidelined.
Do The Real Work
The truth is that you do not create something and it just works to get found, convert leads and increase revenue. It is a continual process of refinement, management and hard work. To separate yourself in a world of noise and reach your audience, there is continual, relentless work that has to be done regularly. Here are some of the continuous activities:
- Creating valuable content. Your content has to connect and become increasingly relevant. People are searching for answers. You must become that trusted and accessible resource to get found.
- Implementing systems. Your process flow and systems for how a buyer experiences your brand and moves through an integrated experience has to be continually refined. The touchpoints, offers and timing need to be engineered with precision.
- Analyzing data. Seeing what works and what does not has to come from specific, real-time metrics that reveal how you are found and what people do on your systems. There is a feedback loop that needs to manage your next campaigns. The work never ends.
- Connecting with your audience. What happened a week ago becomes increasingly irrelevant. We live in a real-time world. Your audience’s attention is on the present. You have to continually connect with what matters to them and helps them to achieve continual success.
Process and continuous improvement is the focus of organizations that stand out and connect. If you are a mere static picture in today’s dynamic world, then the traffic and engagement your competitors who pay the true price of continual engagement will be costly.
Stop looking for a magic pill and do the work or hire a team that gets it done over the long term. There are no shortcuts.
