Getting Found
Feb 23
2009
2009
Today I saw a banner ad on a web site that was borderline profound. It said " Be Found Before They Start to Search," or something close to that. The message was simple. The challenge is not about being found. It's about having customers who never look for anyone else but you.
Once customers start to search, the gig is up. You're already a commodity. One of many competitors who need to stand out to attract a customer. A better game plan is to be so solidly entrenched with a customer that he or she would never fathom to look around for anyone else.
In the web 2.0 world, you constantly hearing about search optimization. It's true that customers more and more use the web to find vendors, but it's also true that great partners, vendors and suppliers are not a commodity and are not searched for as if the customer were looking for a local plumber or lawn care service. Once they are looking for you on Google, you have been relegated to lawn service status.
Bottom line: Graphic arts and printing companies are more special than that. Let's be found long before a customer starts searching.
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