Why Do We Give Away Useful Information?

What's In It For You?

We have been sending out these website tips for just over one year now. The feedback has been very positive, and I know that people have implemented some suggestions, and taken appropriate action as a result.

Hopefully you have learned something and managed to benefit too. Only you will know the benefits to you. However, these might include:

  • Encouragement to stop doing things that don't work, or prevent you from starting them. There is a lot of bad advice out there. Some of it has always been dodgy. Some of it is just out-of-date. Some of it is downright dangerous, and will do you more harm than good.
  • Stopped you from paying too little. While half a loaf may be better than none, it doesn't really work that way with online marketing. Does it really matter if you move up from page 100 to a high of page 10? No; so if you are unwilling or unable to make the necessary marketing investment, you're better off not doing it at all.
  • Stopped you from paying too much. This is particularly true when you are paying for regular monthly submissions to search engines, and the production of ranking reports. Neither actually improve your position. However, there are lots of other ineffective activities that can be undertaken, and we have even heard claims that nothing has actually been done at all!
  • Allowed you to check that the most basic, fundamental things have been done. Much online marketing is shrouded in mystery, with strange words and mumbo-jumbo. You are unlikely to fully understand it. Unfortunately, neither do many people who charge for their services. Therefore it is good to have some clear, definite things to ask about, and to measure.
  • If you are disillusioned by the failed promise of social media, then at least you should be confident about acknowledging that fact, despite what everyone else might be telling you.

We are aware of people who have stopped or radically changed their online marketing as a result. Some have even changed who is responsible.

But what's in it for me? Why do I give away useful information?

My mailing list consists of people with whom I have had some contact during the last twelve years. I would hope that should you ever need help with your website marketing, then you would think of me. These emails might serve as a wee reminder. However, my main hope is that you would pass them on to your friends and colleagues who have need of our services. After all, there are over 7 billion people that I haven't had dealings with!

Turning this on its head. if you really don't have any interest in, nor involvement with online marketing and people who deal with it, then I have no objection to you unsubscribing. I know some people are reluctant to do so because they think that I would be upset. Not at all. Although it doesn't cost me to send you an email, I'd rather not send you stuff that you don't need.

In addition, these emails have encouraged some people to write testimonials about our services, as well as training courses and talks I have presented.

Another outcome of these emails is the submission of suggestions for future topics. If there is something that you would like to be covered, please let me know.

An unexpected reaction to some of our tips has been from some of the many web design, marketing, PR and graphic agencies that subscribe. Obviously some points have hit a nerve. Hopefully you aren't one of their clients.

Finally, and most obviously, the benefit to us is gaining new clients. I would like to thank them for their continuing business, and am glad that we have been able to improve their online presence.

Spend 1 minute thinking whether you would like a free, no-obligation meeting. Until we have talked through your situation with you, we would not consider taking you on as a client. Only if we feel that we have a realistic chance of making things better for you in a cost-effective manner, would we accept an engagement.

By Kenneth Mackay, 20th May, 2013

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

If you need to promote your business online, then contact us.

Contact us for an exploratory chat.