We have a client who had a long-time website that had, like most website, stood out there on the web as basically a brochure for the company. Who was going to the site? Mostly people who had heard about the company and were seeking additional information. Most of their traffic came from email blasts and search engine searches of the company name.
Enter our company. We gave them a proposal which included a website update, social marketing and SEO in additional to several other marketing components, including collateral, etc.. They asked what the priorities were in our plan and we quickly responded, “The website.”
They were puzzled. “But more than 95% of our business comes from referrals. And we didn’t get a single client through our website last year. That doesn’t make sense.”
We explained that, since their primary market was aged 26-32 and would be in an information gathering state of mind when they came to them, the Internet was a logical medium for engaging this market. Especially since they were spread across the country.
They were a great client, because even though it was outside of their comfort zone, they decided to trust us, as the experts, and invest in some updates.
So four months and a website update, SEO, blog and Facebook page later…they are now proud believers in the power of the Internet. The very first month that we implemented some simple SEO practices, they received 19 new applicants through their website. They were excited and amazed. And we’re happy to say that their success has continued to blossom.
The moral of all of this? Two things. First, just because you’re using a medium or marketing tactic and it hasn’t worked for you doesn’t mean it doesn’t work. You may not be strategically using it to it’s best potential.
And second. Basically, history is not always the best predictor of future failures or successes. The world is changing and different markets and generations act differently than the ones preceding them. Keep your mind open, continue to learn and trust people who are experts.
I know I could fly fish all day in one spot and never get a single bite. But with an experienced guide who can help me better understand timing, tell me what rock or tree branch to cast under, what flies to use, and even how to reel a bite in once I’ve gotten a nibble, I could catch a boat load in the same exact spot.
by Tracy Marlowe
