This is the third book I’ve read recently regarding customer service. What’s the Secret was a bit more traditional than Badass and The Unexpected, but there were still plenty of great takeaways that can–and should–be applied to your business.
Things have changed since 1998. Back then, link building was all about getting any link you could, from anybody, anywhere. Then SEOs started looking at related links, link quality, PageRank and so on. Each year, it seemed that the grip was tightening on the quality of links SEOs were trying to achieve, making link building more and more difficult.
It was always easy to get cheap and crappy links. However, it’s an entirely different matter to get a link from someone who understands the value of what they are providing. Today, link building is all but dead. At least, link building as we once knew it is dead.
Yes, links are valuable, and they likely always will be. But anyone offering “link building” as a service raises a red flag.
When it comes to web marketing, someone has to be responsible for the results. The question is, who?
I have a theory about that, and like most of my theories, it’s not always cut and dried. Also known as, “it depends.”
So you’re “doing SEO” now. That’s great, really. But if by “doing SEO” you mean that you are doing basic on-page optimization, such as adding some keywords here and there, I think you are going to be sadly disappointed in the results! Once upon a time in a marketing world far, far away, that may have been good enough to get you decent search engine rankings. Today, focusing only on traditional SEO is, quite frankly, half-assing it. As I like to say, if you are going to succeed in web marketing, you need the WHOLE ass. Find out exactly what that means in my latest LinkedIn article.
When something’s not working, whether it be a web marketing campaign or a weight loss program, people are generally pretty quick to pull the plug. But just like losing weight, it’s easy to give up too soon, and often the problem isn’t the program itself but the amount of effort someone is putting into it.
The same is true of your Internet marketing campaign. If you give it a tiny budget, you will see tiny, slow results. In my latest SEMPost article, I explain why, instead of pulling the plug, you should open the floodgates on your internet marketing efforts.
There are a lot of sub-sets under the big umbrella of web marketing. You have social media marketing, content strategy, conversion optimization, website design and targeted keyword optimization, to name a few. Each of these can offer a substantial–albeit limited–value on their own. But where all of these things really shine is when they work together as part of a single web marketing campaign.
It’s difficult to review a book like this because it’s not your typical marketing book. It’s more of a picture book of marketing outtakes. It’s short, visual and fun to read and, if you do any sort of marketing, especially with QR codes, you’re sure to learn some valuable principles of what not to do.
I’ve known Tim Ash for years. He’s been a good friend on the conference circuit, and he has always been one of my favorite speakers to listen to. When it comes to landing page optimization, very few know what Tim knows. It pains me to admit that I took far too long to read his book.
Not to get all religious on you, but The Unexpected was a life-changing book for me. Well, maybe not life-changing, but definitely business-changing. I read this on the heels of Badass, and combined, they were like a one-two punch to the head. Together, these books will change your entire thinking and perspective on customer service.
A couple of weeks ago, Marketing Land published an article I wrote about making your old content new again called “12 Ways to Mine Your Own Mind for Content Ideas.” I was asked to discuss the article with Mark Tennant on his podcast A Slice a Day, a daily broadcast that discusses content marketing. Check out the podcast, and please read the article, if you haven’t already. I would love to read any of your thoughts regarding rebooting old content, so please comment below!