Opportunity is everywhere but sometimes it takes a kick in the tail to recognize it. As the calendar rolls over into another year, now is the time to take a fresh look at whatever you’re doing with marketing and potentially make some changes.
Why do you do what you do?
This is an odd correlation, but why do you do what you do? Do you choose certain marketing strategies because that’s what you understand? Have you followed certain paths because someone told you that was the way to go or because of some previous research?
As part of the changing of the calendar I’ve been looking at almost everything I’m doing and evaluating where I should make changes. Oddly enough, this includes my eating habits. If you haven’t seen me in person, let’s just say that I can fulfill the part of Santa Claus and not wear a pillow for padding.
Lunch is one of the things I’ve been evaluating and I eat lunch every day right at noon, sharp. Breakfast and dinner can vary but never lunch. I wondered why this was until I thought back to my childhood when I would sit down to lunch with my mom and we would listen to Paul Harvey’s newscast right at noon.
Some 40 years later that habit is still there even though Paul Harvey isn’t. So I’ve changed that habit for 2019.
Likewise I’ve looked at all the places that people are finding my work. If you’re not familiar, Google’s Analytics will report on the behavior of those who visit your website, letting you know where they came from and what words they used to find you.
For my automotive blog, it used to be that Google was far and away the biggest source of traffic. However, today, social media bests Google two-to-one. Traffic is way up as well so Google’s stranglehold on people finding me appears to be subsiding.
But wait. Not necessarily. Perhaps people aren’t finding my content through Google as much because it’s not written specifically to be found! For example, I know how Google looks at a site and how they will return results in search. But this site is not written to take full advantage of that.
Instead, I have a core audience who primarily respond to the weekly Monday Morning Marketing emails and the social media posts that I put out about the newest articles. For the car blog and podcast I use social media and a team of people to share the content, so it makes sense that that’s the largest source of new traffic.
This is why it’s good to step back and evaluate what you’re doing. Perhaps the traditional pathway to your website - Google - isn’t really the best pathway. But, then again, you may be missing out on a lot of traffic/business by not optimizing for Google. Only you - or a good marketing person or team - will know but having the knowledge is powerful.
It may even be worth your while to have someone evaluate what you’re doing to maximize your exposure. This could be your new year’s resolution, if you’re into that.
I was happy with what I saw but am still going to make some adjustments to continue to hone what I’m up to. And I’m not going to specifically eat lunch at noon any longer. In fact, my goal is to lose 50lbs by the end of this year so I’m making a lot of changes. Besides the reindeer’s union was complaining about the load they have to carry. Harumph!
Oh, and if you own stocks in microbreweries in Northern California perhaps you might consider selling. Part of those changes is a significant reduction in the amount of their product I indulge in.