I spoke with a digital marketer yesterday and he had expressed concerns working with designer on websites. He'd seen the results go haywire in the past from an SEO perspective because most designers use tools like Squarespace and Wix without considering how their pretty site will play into the overall digital strategy.
When I pushed for specific problems, the only answer I got was, "you need an SEO partner," which is pretty convenient considering that's what he does.
Here's the thing: if there is truly a better way to do something, it is your job to articulate those details to someone in need of your help, especially if they are willing to learn.
If you're a chiropractor and you don't share your method for making others feel better or coach them, how will they trust you?
What about a SaaS startup that doesn't educate users on how to use their platform?
A designer that doesn't articulate why a design is flawed and coach better design practices?
There is no trust built up keeping your knowledge behind closed doors. If you are an expert, prove it. Better yet, teach it.
When you are creating a startup, it's easy to get sucked into the mindset that your product/service is needed and that everyone could benefit from it. Regardless of how true that is, people just don't seem to get it. You drill down on your marketing efforts talking about the features of what you offer, but no one understands.
You're bitter. You're frustrated. And it's also your fault.
Yea. It's your fault. It's your fault people do not understand the value of what you've created.
"Zach, that's pretty harsh," you might say. But, I believe it's better than the alternative.
Here's the thing: if it's your fault people don't understand the value of what you've created, then you can change. If it's everyone else's fault, you're shit outta luck.
It's never too late, it's all your fault, but that is the absolute best-case scenario. The question is: what are you going to do about it?
With every challenge comes new opportunity, especially in times of crisis.
With that said, you can curl up into a ball and let the world trample over your dreams or you can do something about it. Whether you have founded a company or are involved in making a company awesome as an employee, here are three things that every brand could do right now to beef up their brand.
Set up Virtual Meetings with Customers
Think you're alone in feeling alone? Not remotely. If you have a long-standing relationship with good customers, see if they're willing to talk with you over the phone or using a screen-share. Ask them specific questions like why they chose you over your competitors, what they think could be improved about your business, and if there are other things (besides COVID-19) they wish were better in their life. You might find they show new opportunities and that recurring patterns are going on within all their lives.
Do a Brand Audit
You've got a lot of time to yourself right now. Take this as a chance to look inward and see where the gaps are. Take a look at your marketing collateral, your social media feeds, your website, anything a customer might come into contact with. Are you doing the best you can to make them feel a cohesive, emotional connection with your company? Do you look like a company that is worth talking to and doing business with? Is it out of the question to think it could be improved?
Try New Digital Marketing Tactics
You will probably suck at this when you start, but what do you have to lose? You can't meet with anyone face-to-face, so you need to have a strong presence online. Create a newsletter using Mailchimp (it's free to start), create a YouTube Channel (also free), host a webinar using Google Hangout (also free). It's estimated that we are going to be distanced for the next three months, but you can close the gap by getting online in someway. Just pick one and go for it.