I believe that targeted marketing, whether it be on-line or anywhere else, needs to have a laser-like focus. Still, no matter how targeted that laser-like beam, it can’t be allowed to point in a static direction.
Years back, I had an opportunity to work among a group of gill-netters on the northern British Columbia coast. On the fishing grounds, every boat used the same size net, fished the same general area, during the same regulated openings. In theory, everyone had an equal chance at catching fish. There were, however, one group of fishermen who outperformed all the others. From the village of Sointula on an island off the BC coast, these descendants of Finnish immigrants are unparalleled fishermen.
They had the same boats and nets, but rather than simply set their nets to soak, they would constantly adjust them, haul and re-set them, and work to herd the fish into them. Using the same equipment, they busied themselves and consistently outperformed the other local boats.
In the constantly-evolving internet marketplace, SEO and social media opportunities are constantly moving targets. It’s important not to simply let your website sit there and hope that some fish will eventually swim into it. You, or the webmaster you employ, should be willing and able to serve the role of constantly nudging that net and herding those fish.
Often, a constant, gentle, and progressive pressure can result in greater gains than a sporadic major changes. In Web 2.0, your effectiveness can be more a factor of your energy and activity than your size or power.
Tending The Net
I believe that targeted marketing, whether it be on-line or anywhere else, needs to have a laser-like focus. Still, no matter how targeted that laser-like beam, it can’t be allowed to point in a static direction.
Years back, I had an opportunity to work among a group of gill-netters on the northern British Columbia coast. On the fishing grounds, every boat used the same size net, fished the same general area, during the same regulated openings. In theory, everyone had an equal chance at catching fish. There were, however, one group of fishermen who outperformed all the others. From the village of Sointula on an island off the BC coast, these descendants of Finnish immigrants are unparalleled fishermen.
They had the same boats and nets, but rather than simply set their nets to soak, they would constantly adjust them, haul and re-set them, and work to herd the fish into them. Using the same equipment, they busied themselves and consistently outperformed the other local boats.
In the constantly-evolving internet marketplace, SEO and social media opportunities are constantly moving targets. It’s important not to simply let your website sit there and hope that some fish will eventually swim into it. You, or the webmaster you employ, should be willing and able to serve the role of constantly nudging that net and herding those fish.
Often, a constant, gentle, and progressive pressure can result in greater gains than a sporadic major changes. In Web 2.0, your effectiveness can be more a factor of your energy and activity than your size or power.