Blog
Monday, April 7th, 2014
Most businesses want to scale right? Maximize resources, gain efficiencies and maximize profits. No brainer, right? In the right circumstance, absolutely, but I’m seeing an alarming trend as it relates to scaling digital.
What about high touch business services like SEO, PPC and social media? Yep, you heard right, these are “high touch” services when done correctly. So how do you scale that?
You don’t.
SEO
OK, I’m sure everyone has heard about Panda and Penguin updates to the Google algorithm. Old news, but still impact SEO. Basically those Google updates went after companies that “tried” to scale SEO. Yep, they tried to trick the search giant, and guess what, they were shot down. They can’t. Black Hot SEO tactics haven’t worked for a while because of these updates. But companies have still been “selling” SEO in the form of on-site SEO tactics, which (I guess) can be scaled. But now…
BAM Hummingbird update to Google. In my opinion, Google’s biggest scud over the bow to those trying to “scale” SEO. It’s about creating specific content that is relevant to your consumer. Key point is relevant. Local, specific…meaningful to your brand. How does a company scale that? Custom content relevant to that business?
PPC
We run into the PPC factories all the time. And most seem to subscribe to the same “set it and forget it” strategy. We’ve recently conducted a few audits of our clients PPC efforts that are using some of the industries largest providers. We were floored at the results and embarrassed in what we were able to see in the metrics and their own communications with clients. WOW. Couple of examples: Model year keyword updates performed in March (new models already out for 7 months), budget miss management (1.5x higher CPC avg vs. previous campaign) and an email from a senior member of a very large PPC provider stating their campaign was performing higher in quality score, engagement and overall traffic…all of which were completely false. WOW. This one really surprised us. Being in the business for over 20 years, you realize how important reputation is…obviously some don’t hold integrity in high regard.
Social Media
OK, this one gets me going. Clients…Social Media is not FREE and it’s definitely not scalable.
Sure it’s “free” to use, but what about the content? You need a team of experienced pros to manage, develop and grow your brand in the social space. If you have someone qualified on staff, that’s great. Ideally, I think that function should be handled internally, however we all know in most cases it doesn’t make business sense to have a full-time experienced social staffer.
Oh, and by the way, qualified means qualified. Not a recent college grad, not someone who has 10,000 twitter followers, or someone who writes a blog. Seriously, this is an area you cannot scale or plug “anybody” who knows Facebook into managing.
Syndicated content is okay, but it’s about 20% of the equation. The companies that try to “scale” social are more like matchmakers, they may get a conversation started, but you need to take control of it to finish. More importantly, you need to have you’re own personality and voice. Those are some very good companies out there providing valuable services in the social space. But many more are trying to scale and capitalize on the moment. Seriously, if you are using a “social media” supplier, ask them how long they’ve been doing it, what they have done and look at their online profiles. Word to the wise here.
So, what does it mean, well my grandfather always used to say, “If you try and do easy, you’ll do it wrong”. Funny how those words still have meaning to three key marketing initiatives my grandfather never experienced.
Happy selling, whatever you’re selling!
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