COVID-19 marketing, marketing best practices, organic SEO, pandemic marketing, Post-COVID-19 Marketing, post-pandemic marketing, SEO, technical SEO, Uncategorized

Why These Turbulent Times Are Ideal Ones to Optimize Your Website for Search

I’ve shared this already via some social media posts, as well as part of e-mail and phone conversations. I do believe this is the ideal time for both for-profits and non-profits to optimize their websites to be found well/rank high in search engine results for relevant searches for the following reasons:

  • It’s a good way to redirect marketing $$ and energies if it doesn’t make sense to market now. Depending on the products and services your organization offers, it may come across as insensitive, irrelevant, or just plain crass, to be promoting offerings that could be viewed as too much of a luxury right now or that just don’t make sense because of their inaccessibility. Think a service or product you can’t receive or purchase virtually. Why not redirect the money and time that you planned on spending on other marketing activities to search engine optimization (SEO) efforts?
  • SEO is a no-brainer and best practice. Even if your organization’s website doesn’t currently receive a lot of organic traffic from search engine searches (this could be because your site has never been optimized for search, or simply due to the fact that individuals aren’t searching to identify someone who offers your products or services), or your industry is a referral-driven business, as many business-to-business industries are, it’s always a best practice to optimize your website to be found by searchers looking to identify an organization that offers the products and services or the solutions to problems that you do. You’ll have the peace of mind of knowing that if relevant searchers are searching, they will find your organization.
  • You’ll set yourself up for future success. As we shared early on in our current health pandemic, no-one has a crystal ball. While we all have our guesses and theories, it’s impossible to state, as of the date of this blog post, which types of organizations will be most impacted long-term by our world health scenario, and which types will rebound most quickly. But, in keeping with the bullet above this one, why not set yourself up for the best possible chance of being found by those who are searching for help and needs related to what your organization offers?
  • Your organization will save and maximize marketing $$ when $$ are particularly tight. One of the many outcomes we love about implementing technical/organic tactics to support a client organization’s appearing high up in relevant search engine searches is that it can help them avoid unnecessary spending on paid search/PPC advertising down the road. Depending on the competitiveness of an organization’s market, and whether or not searchers are indeed looking to identify someone like the organization, implementing SEO tactics may make paid search/search engine marketing (SEM) spending gratuitous in the long-term.

If you scroll through our blog at https://allintheresults.com/ponderings, you will find a large number of blog posts to get you up-to-speed on organic/technical SEO basics, and we are glad to answer any questions on those basics on a complimentary basis because of our desire to give back right now. We are also always here to help with some of the bigger and more complex lifts like keyword research. So, please reach out if we can help answer questions about smaller SEO tasks or help you complete larger ones.

Uncategorized

What The Coronavirus Can’t Do or Take From Us

A blog post by Gail Snow Moraski and the Rest of Our Beautiful World

Starting a list and welcome contributions to it about what the coronavirus can’t do or take from us. I’ve got lots of thoughts on this, but only listing four that come immediately to mind to allow for others to weigh in. So, please do so!

The “big C” — in current times, this reference is to Coronavirus/COVID-19, but like the usual term it references, “cancer” — can’t do, take from us, or keep us from:

  • Spring from springing
  • Babies from arriving
  • Laughing with a neighbor (from a six-foot distance, of course!)
  • Singing our favorite song

Please add to the list by commenting below or e-mailing me at gail.moraski@allintheresults.com. Let’s take the power away from this virus and show it who’s boss!

Acceptance of Circumstances, community involvement, keeping up with trends, LinkedIn, Making Connections, Making Connections and Introductions, making time for things you value, Networking, relationship building, sales, staying current, target audiences, warriors, fighters, doing good, giving back, paying it forward

How to Pivot Your Business Toward Relationship-Building in the Time of COVID-19

By Guest Blogger, Bethany Clarke

Running a business these days is no joke. The global pandemic has put many small businesses into a tailspin. No one’s seen anything like this before and everyone’s talking about “pivoting,” but what does that actually mean? What does a pivot look like for you? 

You’re great at running and marketing your business. You’ve got the branding, social media, and your new client funnel down to a science. You’re turning a profit and you can’t believe how far you’ve come since the first days of starting out, but this COVID-19 deal is uncharted territory.

You’re not alone. Sales for many businesses have dropped this month due to the distraction provided by the pandemic, but particularly, due to its associated social distancing practices. Yes, the latter are a matter of national health, but man, are they a pain for conducting in-person sales activities. And, our current world scenario has made all forms of sales and outreach activities far more difficult and far less effective, whether they be in-person, phone, or e-communications ones. That’s why we recommend that your pivot be one that includes relationship building.

What’s the deal with relationships? They will be what sustains you through this crisis and after it is over. By reaching out to potential clients now, you can be certain that you’ll be one of the first people they come to once the crisis has receded. You can establish yourself as a credible, helpful and friendly resource in your field, and even a “thought leader.”

How to make the pivot toward relationship building?

  1. Establish connections online by devoting a half hour to posting and being present on your social media each day. That’s enough time to reply to comments on your posts or to comment on others’ posts. Always make an effort to do this, especially on Facebook and Instagram since that’s part of the algorithm that drives your posts to the top of people’s feeds. 
  1. Direct message followers who are your dream clients. Now’s the time to reach out and say “hello” and offer to help or provide information they might find particularly beneficial at this point in time. Most people have more free time lately and are craving connections. If you’re making a practice of extending your olive branch now in a very genuine/authentic and heart-felt way, you’ll be remembered by people for helping make this hard time a little easier for them.
  1. Reach out to people who operate in fields adjacent to yours and who serve the same vertical (target audiences) you’d like to do work for. For instance, if you’re a copywriter, you could connect with someone who does graphic design. In the future, when you meet a client who needs a website re-done, you can provide your client with the copy they need, and then refer them to your colleague who will design their fancy new logo or design their new website. If you help nonprofits with marketing, but there are other firms that don’t compete with you that offer bookkeeping services for nonprofits, then why not try to be referral sources for each other? These referrals can go both ways. People in your identical spaces could be competitors but what if you shifted that perspective? What if you turned them into collaborators or work referral sources? Developing a “referral circle” is an excellent way to broaden and strengthen your network and increase your customer base.

Aside from all the business benefits that come along with establishing and maintaining relationships, having these positive, collaborative, helpful relationships just feels really good right now. In this time of isolation, it’s human and healthy to crave connection with others. Making the pivot toward relationship building in your business will not only make your business stronger, but it may help make you healthier and happier as well.