Google, Dave Nelson, Matt discussed on Texas Business Radio
Columbine calls in we'll get the experts in here to get those questions answered. It means call in now, call it later, Colin three o'clock more than I really don't have opinion on its twenty four hour lawn line gets calls in. We'll get folks in their couple of other ways to get in touch with us. We monitor hashtag TB are on Twitter or go to the website and get get your questions in that way. I mean host Matt register J Curry's wants to know during the co host here, and we are two time in our show that we like to call the national advisor showcase their a lot of national level. Speakers that come into Texas to talk to CEO's about their business. Naval wealth of information about growing your business. Putting systems in place doing things that will help you expand and grow in is your business, and we'd love to bring those guys in here and talk to him a little bit and pick their brain for free and see what we can learn and see what you can learn that maybe able to help you in your business. Dave Nelson is with dialogue consulting. We're gonna talk a little bit about social media. Why in the world do you as a company need to use social media? And how do you make sure that you are not missing out on all of those people that are burning down Google solve their problem. If they're not finding you they're finding your competitor. And you need to be in the mix. What do you think about this j though I can't I couldn't agree more? I, you know, I'm I'm one of those guys that you know, it was hard to buy into this. But it's where it is. And I'm telling you if you're not into it, you need to get it you need to listen today. You need to to take this serious. Dave, Nelson dialogue consulting. Dave. Welcome to the show. Thanks, Matt pleased to be here. I see again, Jay. So tell me about dialogue consulting. What do you do who? Do you do? And who are you here to talk to well, I'm here to talk to typically mid size business owners. Maybe if you sell business to consumer, you know, some of this I find the people that sell business to business. There's a lot to learn and dial consulting actually started podcasting company called talks, you dot com. And if you wanna do your own podcast, it's still out there. Sure. Thirteen years after I started. But in that space, I learned social media from the inside sort of as the revolution happened. And I guess here's the headline every day half of all internet traffic starts with a search. And hey, you wanna get found when they're looking for what you do. And it turns out when you look inside the clicks on Google sincere. The big search engine most of our free seventy seven percent. So yeah, I've got nothing against pay per click advertising. That's awesome. But that's a small game. We wanna play the big game. And the way you play. That game with content often delivered through one of these social media vehicles. So let's get your fair share and more. And in a sense. I spend a lot of time business to business. Do you realize that ninety four percent A B two B buyers today research online for their purchase decisions? Well, just like consumer bikes. Absolutely body burns down Google solve their problem. Right. Right. And people get this on the consumer side my messages. Yeah. Everything I'm saying applies to consumer focused companies, but beat ABI ninety four percent of people are researching online and they're making up about two thirds of their purchase decision before they reach out to the very first vendor. If you're out there with content, you're not getting found will and this gets even better because a lot of the B to B guys the industry, generally sucks at it. Right. Very much agree. More put it a little more. I mean, it's not like consumer. I mean, if you were in the direct consumers spam filtering, but that's gonna be a lot harder fight than it is if you're in the, you know, industrial filters business, right? I mean, the industrial filter. I don't know anything about that. By the way, I'm making it up as an example. But they're not going to be as good at that. As some of these consumer industries and there's low hanging fruit. Right. I agree. I talked about one hundred and twenty groups a year, which probably represents collectively thousand beat ABI companies. And I'm constantly amazed. How bad they are at this. Which means that if you decide you want to you don't pick up the ball and run with it. It's a pretty clear playing field. And I've I've worked with companies that have just seen their traffic goes through the roof because they decided they were going to focus a little bit on creating content and delivering these social media platforms. Well, I'll tell you what you know. It's it's interesting that company, and I've read articles about this in ten years ago when my wife's real estate brokerage. We. We put and built a media company in it for that identical purpose right to to ensure that we had massive amounts of high quality content going out to play that long game with with searches. How how many companies are going to have to develop something like that within their own company in the near future? I'll just say all of the survivors. That's that's a good way to put it. This is really critical because so much of the traffic starts to the search and not every you don't want your competitors getting found and framing that purchase decision. Right. You're gonna lose. And so we want to play that game. Do have a warning people are typing in some key words that represent what you do. And their words are not necessarily your lingo. Right. So we actually have to use some science some data to figure out what people search for and happily Google provides a wonderful free tool. It's called the keyword planner. And it shows you search frequency. On any term, in fact, when you put in one term, then it'll show you hundreds of others that are related and all we wanna do is pick terms that have a high enough search for him to be interesting. But also show you how competitive it is to get ranked. And so we want the ones that aren't that competitive? And this tends to point you to more specific search terms what we talk about long tail. So it's not just one word. It's usually a combination of words, but here's where I see people in the market that are in. I hate hearing about this. Because I hear all the time. I will get you on the first page. They are selling solution wrong problem. You don't need to be on the first page of Google you need to be on the first page of Google for hundreds of items. Right. Well, often what they're talking about. First of all ninety nine percent of those people are shysters. Yeah. And if they're legit what they're probably talking about is the paid advertising. Right. The pay per click stuff. That's how somebody can guarantee you're on you, pay Google. That's not the real game. The real game is let's get good quality content out there and get the seventy seven percent that people weren't paying for. That's the big game. Well. Yeah. And and unfortunately, there's not a painless way to do. I mean, this is going to take some thought by the business. This isn't something that you write a check higher your nephew to to sit in a back office in handle this for you. There's gotta be some effort in energy organizationally energy put into this. Correct. I would call it strategy. Right. You have to understand the audience the customer or prospect, you're trying to reach and then you have to create content that's of value to them. And the typical strategy is to do something that's educational for them. You get to demonstrate your expertise you get to frame their thinking which guides the purchase decisions that was thought leadership. There's a lot of things happen with this is not easy. Let's acknowledge that. In fact, it turns out that the, you know, blogging is one of my favorite platforms companies that blog creating regular content. Get on average fifty five percent more traffic and it's not random traffic. It's qualified traffic. But the blogs do best are north of a thousand words. Length. So you think about this? I've got to be consistent about blogging because Google ages out content as we go. And so once or twice a month. I've got to produce a blog posts that's north of a thousand words, actually valuable to my target audience. That's not easy. So let's that's not easy. But this is the job of a marketer today. You've got to create value for your target audience. And by the way, let's look at how they interact with it. We gotta have some measurements to tell when we're doing. Well. And I'm talking simple stuff. There's a button that says click to read more if your audience clicks that they're saying this is good content. I was interested if they don't they're telling you don't give me more like this. And so marketing takes strategy. It's gotta be continuous content creation. It's gotta be good qualities judge not by you. But by your audience, and that's not easy, and you can screw this up. I mean companies out there can actually damage their brand by by by not doing this effectively. Yes. And in fact, if you do take one of those random, you know, spam calls it says. Going gonna put you on page one Google, you might find that you're actually banned from Google because when people attempt to go with what I call the black cat techniques. Now shortcut the system Google has a way to dissect that and they'll they'll declare the eighteen month death penalty on your. So we're not going to try to shortcut this. We're actually going to try to understand our audience and give them content that's of value to them. Well, you're actually doing exactly what it is. Search engines are wanting you to do their incenting good behavior. They want you to develop quality content, so their equality. Search results for searches that people do exactly what is Google purpose in life. Somebody types keywords are trying to give you the best possible possible content. So if your job and your business if your goal is to make good contact for your target audience. I think we can trust that Google will bring them to you..