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Every now and then I get out my Magic 8 ball and ask it questions.
The weather here in Boston has been horrible, so I asked: "Will I ever see the sun again and will it ever warm up?"
It said: "Ask Again Later."
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"What are the biggest challenges ahead for my customers?"
Here's what it said:
COMPETITION
QUALIFIED TRAFFIC WILL BE HARDER TO GET
BAD ADVICE
COMPETITION
By far, the biggest challenge to your website and overall online marketing strategy in the next 12 to 24 months is COMPETITION.
Pretty much everyone who doesn't live under a rock has figured out that the Internet works.
Personally, I think it's the most effective way to promote your business.
It beats print, it beats bridal shows, it's measurable, it's cost-effective - it beats just about any form of traditional marketing.
I'm not saying don't use traditional advertising and marketing and certainly those should be part of your overall advertising and marketing strategy.
I'm talking about overall most cost-effective and dollar-for-dollar return-on-investment.
If you don't agree, chances are there is a problem with your website or online marketing strategy and execution.
Many of my clients are telling me 75%, 80%, even up to 90% of their new business is coming from the Internet, but to get these type of results you have to do everything, and I mean everything, right. Don't think it will be free. The Internet isn't "free" anymore. Those days are long over.
Three key points here:
(1) Probably 50 to 100 competitors want the same top ten position you're looking for in the search engines - where 80% of brides start an Internet session. 10 to 20 of these competitors will have expertise or expertise behind them.
(2) You won't beat your competition by standing on the sidelines waiting. You'll have to get in the game - and don't wait. Like the Superbowl, it's always harder to win when you're behind.
(3) It won't be free. To effectively compete, you'll have to make an investment. There's no such thing as free lunch (anymore) on the Internet.
QUALIFIED TRAFFIC WILL BE HARDER TO GET
The trickle down impact of competition is that it's going to be harder and harder to get qualified traffic to your website; to reach the brides and grooms you want to.
Remember, "hits" are not visitor sessions. "Hits" are not real brides and grooms. If you're webmaster still talks about hits.... you should find a new webmaster.
Probably 1/2 of your traffic is not qualified for your products or services. That's right. 1/2 of your total visitor sessions are worthless. They are not brides. They are your competitiors, they are web designers doing research, they are people doing searches for something else who accidentally landed at your website.
Qualified traffic will be harder to get because companies with big budgets, like Target, eBay, JC Penny, are competing for the same brides and grooms you are. They have more money to spend and they are reaching into what once was your "safe haven" - brides and grooms your local market. There's too much at stake and don't expect these companies to stay on the sidelines.
How will these companies and your other competition beat you? They'll out bid you in PPC, they'll out-optimize you for organic search positioning, they'll cobrand their website with their TV and print advertising, they'll use viral marketing and enewsletter marketing to build their brand and traffic. The result is dilution of your traffic. I call it "more noise" on the Internet.
When your traffic falls off you get fewer inquiries. Fewer inquiries means fewer sales.
BAD ADVICE
After competition, and attracting qualified traffic, the biggest challenge I see today, and into the future, is simply: BAD ADVICE.
An all FLASH website is simply a bad strategy. Designers think it's the best thing since the invention of the wheel.
Not understanding how to identify and use keywords and keyword phrases is why your brides are finding your competition before you.
Search engine optimization is much more than just fine-tuning your meta-tags.
Not writing great page copy that drives home your unique value proposition and communicates the benefits vs. features of your services.
Should you be using a Blog?
Should you be advertising at The Knot?
What should you be looking at in your stats and how often do you have to review them?
Why isn't your website showing up where you want it at Google? How's your Google Love?
... and 10 Other Reasons A Bride Will Leave Your Website.
Next week... more from my Magic 8 Ball.
Chris Jaeger Book More Weddings http://www.bookmoreweddings.com
Learn more about my Book More Wedding ADVANTAGE program and how it can help you stay ahead of your competition, get better results from your website, and book more weddings.
Here's a link for your own fun with the Magic 8 Ball.