As a musician… I am a fan of most music. But there is a difference between talent and tangible. Now I understand that talent (just like beauty) is in the eye of the beholder (and I do not intend to offend anyone or get into a debate or define who is talented or not). With that said… Lady Gaga is a spectacle and a marketing genius. From the “Meat Dress”, to landing at the Grammys in an “Egg”, she knows how to get people's attention and keep in the forefront of people's minds and conversations. So you are asking yourself… “Self? What does that have to do with me and my business?”.
By making yourself viable and at the forefront of clients or customers minds… you have a better chance of being relevant (hopefully right at the exact moment they need or want your product or service). That is not a “Set It and Forget It” exercise, but a frame of mind, way of life and “Ready -Fire-Aim” mentality. That's what all of your communications should do. This includes your Social Media, Traditional Advertising and your On-Line Marketing!
That is the same thing that every customer wants with their website… “How do I rank #1 on Google?”. That's a question we would ALL love to have an answer to. If someone did (including myself), we could afford to buy our own island and have our own zip code. The reason is… there is no easy or right answer… Google (and other search engines) are making that a moving target. That's to ensure that no one can trick them into making less tangible results reach the top spot. Also, they make tons of money off of their advertising (that is why they are worth $591 a share).
How to Make the Most Of Your Google
All of the SEO (Search Engine Optimization) stuff can help… but more than likely… we are a little fish in a big pond. If I tried to make my band Dough! compete against Lady Gaga… I would be out-manned, out-moneyed, and out of my-mind! Concentrate on your real audience (if you draw from 1 to 3 towns) then pick your battles there.
1) Set up Google Places & Maps
Google Places is best for a retailer or service that has a physical location. If you have Google AdWords or Analytics, log into that account and then go to places.google.com and add or claim your listing. Make sure you are complete with address, hours of operation and add pictures and videos if you have them. Make sure you monitor it for erroneous information (often added by Dex, Yelp and other directories). Also… Make sure you get some reviews from clients (preferrably positive ones).
There is a lot of talk about meta tags and keywords. SEO companies say they can get you ranking #1 in all the major search engines? If that was the case… why would they need your money? There would not be enough hours in the day for the big boys (if they had a winning secret recipe : ). The best thing to do is make sure the content of your website (the text in the pages and the headings in your browser) have the right words that describe your business to your customers. Don't over do it… Google knows how to smell out fake, fanatics, and phonies!
Consider using Google Adwords to bolster your advertising. The goal is to be in the top three on the page (of the Sponsored Links) or the Maps. Even doing it for a little bit of time can raise your organic (regular) rankings (although temporarily). The basic AdWords account includes keywords that target your customers locally (wines geneva il). The kiss of death is trying to broad of a term. I had a client that bought “storage”: for their indoor self storage facility). That made them compete with computers, tupperware, and their true competition at the same time. If you spend $10 a day ($300 a month) you want to maximize your clicks. If you have to pay $5 or more a click, you can only get two a day. If you pay $1 a click, you get 10 more clicks from targeted traffic. Manage your budgets and expectations for quality results!
Measurement is Key
Last week, I had a client call to tell me that he had a $100,000 sale based on the work we did with and through Google. We set up all of the above, track the progress through Google Analytics, and most importantly he asked “Where did you hear about us?”. Tracking success is the key to repeating it! Knowing what works, what doesn't and why is key to a repeat performance.
Just ask an artist (Uh maybe Lady Gaga) about that. If they stayed the same, why would people flock to their next world tour or buy their latest album? They constantly have to re-invent themselves! On Tour, they have to mix the familiar with the new… most start with a hit song and end with their biggest hit. The rest of their show is an experiment than can change form show to show and city to city!
Bonus Video of the Week.
If you Think Lady Gaga is a Genius? No… She is just timely! Here's a little clip form the Jimmy Kimmel show that just brings this to a timely close! (Vegetarians, PETA Supporters, Justin Bieber or Lady Gaga Fans… please, no need to reply : )… Enjoy!