Series: "The Seven Deadly Sins of Business"

#4: The Field of Dreams Fantasy

It’s a busy, full-on, intense world of messages that we all live in these days.

And, as business owners, we need to be seen and heard in amongst it all, even though so many other businesses are competing for the same few square inches of screen space, the same few moments in time.

Yet at the same time the opportunities are unparalleled: search engines, social media, email, messaging, video… every one of us has the same access to these things as the very biggest businesses on the planet.

The difference is that they have massive budgets and we don’t.

Here’s the thing.

If you have a massive budget, you can afford to publish masses of content on a regular basis. You have the resources to keep it all updated and refreshed, and you can pay people to do the detailed technical research and coding that is essential to give that tiny edge that means your content ends up on Page One of Google’s free organic search listings, ahead of everyone else.

If you’re a local business, then Google is on your side and it is somewhat easier to get free search traffic. But the plain fact is that it’s very hard to scale a business if your focus is strictly local, simply because there aren’t enough of the right people with the right budgets in the right area for you.

If you want to scale your business, you need to look further afield.

And the Social Media world is changing too.

Up until January 2018, it was possible to build a Facebook business page and be confident that your posts would reach a decent proportion of the people following it.

In January 2018, the illusion was shattered: that all changed.

Facebook updated their algorithm to prefer social content and conversations in users’ timelines – at the expense of posts from business pages. Businesses that had spent millions building likes and follows on their business pages saw their organic reach, and, as a direct consequence their revenues, slashed overnight.

So when it comes to getting people to engage with you online, the days of free traffic are over (if they were ever really there at all). You either pay a team of writers and SEO experts to build your presence, or you make use of the powerful paid advertising opportunities made possible by Facebook, LinkedIn, Google and the rest. Or both, of course, but if budgets are limited then probably best to choose just one!

It’s curious how many business owners I speak to are happy to spend hundreds or even thousands on 'business networking meetings', even ignoring the substantial cost of the time spent travelling and meeting for unpredictable and sometimes zero results.

Somehow it gives the compelling illusion that 'business is being done', but the truth is that much of it is smoke and mirrors.

Yet they baulk at the idea of spending even part of that budget on paid advertising.

Bad news for them.

Good news for you!

So when it comes to your online presence, if all you do is build it, they will NOT come.

However…

...if you build it, promote it intelligently, and get your dominoes set up right then they WILL come.

Predictably, measurably and profitably.

I've created an infographic to summarise all seven Deadly Sins: you can download it free, print it off and put it somewhere near your desk as a daily reminder of some of the common traps by which we, as business owners, can find ourselves unwittingly and oh so easily seduced.

Download it here:

Seven Deadly Sins Infographic Download

To your business success!

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PS: Please feel free to leave me a comment to let me know you and your business...

PPS: If you want to explore how you might tackle any of these issues then you can schedule a free business assessment call with me...

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More from the Seven Deadly Sins series...

Previously: Are You Playing Roulette with your Lead Generation?

Coming Up Next: Is YOUR Business Held Back by the Domino Defect?

Posted by Jim Pirrie on 24 October 2018 | permalink | comment

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