Looking back on the year, it’s easy to see what was big when we have the benefit of an infographic. At the least, there’s no doubt that social adds a layer and an element to our memories. Big shoutout to Mashable and The SEO Company.
Quick hits on Social Media, Marketing, and Technology
Chances are, you have given away more than you have charged for…
For a lot of people, what they expect and get from their digital experiences isn’t even close to being reality. Want a few easy examples? OK.
Could you imagine someone setting up shop in your neighborhood and giving away a product or service in their store for free forever?
Somewhere along the way, someone got the notion that “value” should be given away for free.
I’m not sure how or why it began like this, actually I have an idea, but the truth is, social media has not helped temper the consumer expectation that the majority of all things on the web should be free. It’s actually been gasoline on an open flame. Does Facebook, Twitter, Linkedin, Youtube, Tumblr, WordPress, Posterous, Typepad, Flickr and Evernote amongst others, charge to use their platforms at an entry level? No.
Look, I like free just as much as the next person but so much is being given away online that it’s diluting the need for and the value of products and services that consumers actually need and should have to pay for. Thus, consumers have been trained or conditioned to think that they can find an equivalent for free.
Which sadly, is usually the case.
This in turn means that web entities are constantly fighting an uphill battle for proving their legitimacy, their meaning and their value. But where we as marketers, as media and as consumers come up short, is that we have professed so much about how open the web is and how anything is possible and how you can find anything, anywhere…to an extent that we keep wounding the golden goose and we keep bending and altering our digital expectations.
There’s a simple solution.
We have to level set expectations up front.
Not too long ago there was a book out titled Bounce by Matthew Syed, in it, the author contends that most of us are amazed at and marvel at athletic achievement at the elite level, but what we don’t know or see, is how hard great athletes at that level, work at their craft to become, ”great.” We just think it’s their natural ability coming through and that’s what propelled them to the top.
The same holds true for a lot of people and companies in tech. We want to solve problems, we want to make life easier, we want to show how beautiful and easy something might be to create, or we want to share information that can make our lives easier. But what do we do? A very poor job of intimating how hard it might take, how long it might have taken, and the money and resources required to just get in a position to be successful online.
And then, at the end of the day we punt, and are conditioned to think that the clearest path to success is to give it away for free. We’ll set up a pricing model later… Look, digital is not free, somewhere somebody is getting paid because of your current web experience.
We need to level set expectations up front not after the fact. Value what you do.
This morning’s thought: “I now need to go back and look at all my recent SEO work.”
I like the competition of search. Every day is different and you have the ability and or the chance to “win” so to speak. It’ similar to watching the standings in Major League Baseball. Some days you may gain on the competition, other days you lose ground, and still others, nothing changes.
That’s the nature of competing against Google and it’s algorithm changes. It’s cat and mouse. The pursuer and the pursued. That’s why any article or blog post that talks about Google and search engine optimization has to be paid attention to. Sometimes, and I mean sometimes, there can be nuggets or threads of truth that can help you get a leg up on two targets that are constantly moving in the digital space. The customer and Google search.
How fun and frustrating can it get? Well, to the extent that after reading a post from Search Engine Land that Google would neither affirm no refute titled Ex-Googler: “To Please Google With Your SEO, Forget About SEO”, I started this post with that opening thought.
It’s OK, it happens all the time and actually as an “SEO’er” you should of kind of always be thinking that way anway-How can you improve organic search rankings? When you’re done reading the Search Engine Land post, go over to Forbes and read a pretty good article as well on SEO titled, The 6 Basic Components Of A Strong SEO Strategy For Online Retailers. It ties and supports the other post better and as recent as I’ve seen in quite a while in regards to what you need to think about when it comes to SEO.
It’s all good though. All of it keeps you on your toes. With that said, go read both posts in their entirety. Below are some of the soundbites that got me thinking.
At this stage a webmaster is out of his mind to still rely on techniques that were common practice 8 months ago.”
…don’t dismiss directories completely.
and the best one of all…
Relevance is the new PR.”