Are You In The Right Place At The Right Time?

 

Are You In The Right Place At The Right Time?

My wife and I recently went to see one of our favorite bands, My Morning Jacket, at Red Rocks in Denver. It ended up being one of the best concerts that either of us has ever been to – but getting there took some unexpected effort.

We arrived somewhat late (missed the opener, but in time for MMJ) and therefore had to park over one mile from the entrance. This was far from an easy stroll. We had to walk uphill, through fields, and uphill some more. When we finally arrived at what appeared to be the entrance, we were met with what looked like 1,000 steps we’d have to climb in order to get in. Halfway up the steps was a guy selling cold water for $3 a bottle. He was able to charge a nice premium (though less than his competitors inside the venue, where bottled water was $6). I wondered at that moment if there could possibly be a better place to sell water- anywhere! This enterprising guy had found the optimal location for selling his product. He had something people wanted; at the exact moment they wanted it!

A lot of us spend a tremendous amount of time trying to FIND potential clients, so that we can reach out to them. However, I don’t think businesses spend enough time positioning themselves (or their products) so that they are FOUND when someone is looking for what they have. In this scenario, the music fans weren’t thinking about buying water when they parked their cars. But they certainly did by the time they were halfway up the never-ending staircase – and there was the man with the water.

How easy is it for a prospective client to find you at just the right moment, when they most want what you provide?

Most businesses still focus on “outbound marketing” in order to find prospects. This includes tactics such as general (vs. targeted) advertising, direct mail, email blasts (where permission has not been granted) and cold calling. These methods used to work, but both technology and consumers have changed. In the current landscape this type of marketing is more likely to be perceived as an intrusion, and there are plenty of ways to filter it out.

In the book Inbound Marketing, co-author Brian Halligan, CEO & Founder of Hubspot, shares insight into how to use “inbound marketing” to make it easier for prospects to find you. Today most people rely on their friends and Google to make decisions. We’ve looked previously at whether you’re making it easy for your “raving fans” to identify opportunities for you when triggering events come up in conversation. Now, how easy are you making it for people to find you online at the moment that they want what you have to offer?

Dr. Alan Glazier is an optometrist, and the owner of Shady Grove Eye & Vision Care in Rockville, MD.  He is also an authority on search engine optimization (SEO) and social media in the healthcare field. In his fantastic book, Searchial Marketing, he tells how he shifted his focus from outbound marketing to making it easy for potential patients to find him. A few years ago he was spending nearly $10,000 a month on traditional marketing. He cut this off entirely and started concentrating on social media platforms like Facebook and Twitter, as well as SEO. Despite slashing his monthly marketing budget from $10,000 to almost nothing, his practice has grown. Right now, if you were to google “Optometrist Rockville” his practice will show up first in the organic search rankings.

Do you know if, or where, your business shows up in Google when someone searches for you, directly or otherwise? Is it easy for people to find you when they’re thirsty?

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4 Comments

  1. by whu on August 25, 2011 at 5:51 am

    ‘Finding’ visibility alternatives daily.
    w.i.p.

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