Expanding the Scope: Blurred Lines — SEO, PR and Marketing
The Old Days.
Over the past fifteen years, there has been a significant change in how a business must run its marketing plan and strategic campaigns. At one time, when you wanted to let the world know you had a product to sell, you did what we call “push” marketing. This usually included placing an ad or two in the local paper, putting out a press release, and if you had the budget, making a TV commercial.
Push marketing, if done well, means not blasting your marketing collateral to anyone with a pulse. Even if you use push marketing, you still want to target your specific audience. For example, if you are selling kitchen mops, you don’t target school-aged children. No matter which type of marketing you use, always, always be specific.
In today’s incredibly competitive market where we are fighting for attention, we use “pull” marketing. This change has occurred largely because our world loves customization. Thanks to MP3 players and iPods and Netflix where users can choose what they want at any time, we have to let them do the same. They get to “pull” what they want from you as well, and they can drop you at any moment.
Expand Your Scope.
You need to make sure that your marketing plan blurs the lines and works together like never before. No business worth their salt would go without a website in 2015, so if you don’t know how to do SEO, hire the best team to do it for you. Find someone who knows how to use the keywords that will appeal to your target audience and use social media networks. Hire a creative team who can start your marketing campaign and build collateral. You will need a writer, a designer and a web tech. Please don’t assume that because someone is creative he or she can do all of these things for you. It is a terrible assumption that many a poor manager has made.
Depending on the size of your business, you don’t need a large team. Three people can do it. If you have a larger business, obviously you will need more people. The point is, once upon a time, one person could have handled all of your marketing needs. But those days went away with Atari. With the advent of the web, you have so many channels with which to send your message that you need that many experts to manage those channels.