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I've had a happy surprise today.
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This is the second in a series of articles around Lead Generation Tips.
We like to use funny sayings down here in the south. Lipstick on a pig means: its a waste of time to make superficial changes in order to disguise a product's true nature. Common sense to be sure, but it's lost on so many companies when it comes to brand positioning.
You know the movie where Kevin Costner builds the baseball field and soon meets his dad and has superstar ball players of the past playing on his field.
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That's a good question. Let me share a story to help clarify my thoughts on this. I am working with a client right now and we have changed directions a bit from our previous marketing consulting strategy. Today we are focused on vertical markets. SLC Bookkeeping found a client that seemed fun, profitable, and easy to work with and we decided to go after more of these prospects.
To me marketing's number one goal needs to be… effective lead generation. Without quality leads the sales team is unable to close more business and this hinders future marketing investment and continued brand development.
Keep in mind this is a small start up that needed some drastic help to look much more professional. He had some sort of godaddy built website or some equivalent template site. The site had 3 or 4 pages. All of them were very "me" focused talking about hiring this company, request info and included data collection forms. There was truly nothing of value on any page for the visitor. Beyond this it was built so poorly that it was not going to get found in search engines. So you can see they broke some of the biggest rules for online marketing…
So I see inbound marketing and sales events happening all over the US (globally actually).
If we work with a client, build their website and then hand over the keys… often times they will run into problems managing their images. Let me give you an example. I recently built a restaurant website. This client was paying for SEO and paid a web designer to develop the previous site. Sadly the site was nothing more than a digital brochure site with 8 pages and no blog, and really no way for the client to manage the site. Obviously we changed that by building the site on wordpress giving the client the ability to manage things. The current site now has 107 pages, mostly descriptive menu meal item pages and full menu listing pages. These pages are great for SEO, but can be great for customers (visitors to the site) as well. That is if things are managed properly.
As you can imagine there are probably quite a few photos being used on a site like this. I helped the client set up their SEO strategy on their menus. Then they decided to add a new lunch menu. I set this up for them and they added and took all the photos themselves.
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