Marketing guru and author of 15 best selling books, Seth Godin says “It’s nice to be found, but essential to be sought.”
Your prospects are hearing a lot of noise about the importance of being “found” online through various key words, search engine optimization and more. Most of this hype is because the ability to search for businesses on line is relatively new and the technology is changing daily.
But Seth is right. Being “sought” is much more valuable than being “found.”
The internet has changed the way consumers buy today. It is imperative that a business has a website that is useful and helpful to them when they establish a need to buy. It’s equally imperative that businesses establish a pre-need awareness and preference for their name so that their website is sought rather than hoping it is found in a list with their competitors.
If someone seeks a business name, they are already predisposed to buying from that business. If they merely find a business name from a list of competitors, the uphill battle to win in that crowd has just begun!
The basic marketing principal is simple: If you owned Peter’s Landscaping, would you rather your prospects search “landscaping” to find a list of landscapers, or would you rather they sought you by searching “Peter’s Landscaping?”
Of course, you want prospects to search for your business name!
By the way, if your clients are gambling on being “found” there are a lot of players in that race to the top of a search engine page. There is only one player in the search for a business by name.
Only intrusive media like radio and TV can create pre-need awareness and preference for a business. New media strategy is very simple today.  It’s “Broadcast inspires, internet informs” and there is no need for old printed media any longer.
When you learn to tell the new media strategy story effectively, you will attract more 52 week business, and your clients will get more hits on their web sites.
Our SoundADvice radio e-marketing system brands and trains your account executives to tell the new media mix story effectively to increase your local direct sales.
PS...I’m speaking at the NAB/RAB Radio Show in Orlando next week and I’m eager to meet as many of our ENSonSales readers as possible.  If you’d like to meet, please contact me at [email protected]  and I’ll have Angela set us up.