Thursday, December 16, 2010

Blogger Tim Peter Contemplates Business in a World Without Google


Imagine doing business without Google. For some companies, it would be like the sun going out. They wouldn’t exist. Yet, says Tim Peter on Moran’s Biznology Blog, marketing online without Google is a very real prospect that every business faces. It can happen every time Google makes a change to their algorithm. Those changes can suddenly turn you from a page-one contender to a bottom of the list has-been.

Peter asks: “If (Google’s) next algorithm update—or a future regulatory-mandated change—knocked you out of their index, would your business survive?” He then offers seven tips to help keep yourself in the game should the worst ever happen to you:

1. Go where the customers are. Sure, Peter says. Everyone uses search. But everyone also uses email, social media and mobile phones. B2B companies also have the advantage of LinkedIn. Facebook could be a great way to contact your customers, but don’t forget to look at marketing channels that play to your target audience.

2. Set your objectives. Once you’ve located your customers, determine what you expect out of each of these sources. Leave yourself plenty of options for rethinking your marketing channels as things change.

3. Improve your web presence. That includes everything about you that your customers react with online. This is more than your website Peter is discussing here – it’s Facebook pages, Twitter, Yelp, LinkedIn, etc.

4. Continue to grow your opt-in contact list. Find out how your customers wish to be contacted. Then use those tools to communicate. Eliminate the methods that your customers ignore.

5. Blog. If you can do it well, Peter advises blogging. Allow for plenty of keyword-rich content that flows and provides valuable information for your customers.

6. Explore additional media. There’s still life in display advertising ; simply remarket your online message. Email and affiliate marketing can also work for you.

7. Investigate other additional media models. There are CPM and CPC, but Peter advises looking into Cost per acquisition as well.

In conclusion, Peter says that even with Google, you should be doing these things. But if you ever find yourself trying to battle your way back to the top, these tips will help keep you in the game.

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