In Part 1 of this four part series, we looked at the role Search Engine Optimization plays in the marketing mix of a company. Now we will look deeper into the psychology of Search Engine Optimization. What makes a search engine optimized website so successful? Why do some companies manage to succeed where others struggle? What are the common mistakes made by SMO consultants and what can be done to avoid them?
Which of the following is a cultural factor that affects marketing strategy and consumer behavior? The first factor is “desire.” People want what they cannot have and they will use all of their resources to get it. Search Engine Optimization is the art of using the power of Search Engine Optimization to drive consumer behavior to your website in the hopes that someone will find something they want.
A second cultural factor that affects marketing strategy is “need.” People always have a need or want. This need or want is not always fulfilled and the people in the customer’s life will try to fill that need or want. In the world of Search Engine Optimization, the primary goal of a marketing consultant is to make sure that a website is optimized for the specific search phrases that a person will enter when looking for a company’s products or services.
A third cultural factor that influences marketing strategy is “cost.” Marketing consultants are highly trained professionals who work on a per project basis. When a person sends out a marketing brochure, the goal is to create enough interest that the recipient will contact the company and sign up for a demo. The cost of that demo could range from a few dollars to several hundred. Therefore, people who call a Marketing Consultant are often willing to pay more than many of us would on our own.
The fourth factor that has an influence on marketing strategies is “expectations of performance.” Everyone at some point will have an expectation of how their company will perform in a given situation. If the Marketing Consultant doesn’t know how to set those expectations, the consultant won’t know what to deliver to the client. When dealing with clients, it is important for a Marketing Consultant to be very good at listening to what the customer needs and then designing a plan to meet those needs.
A fifth cultural factor that affects marketing strategy is “motivation.” As a person grows as a professional in their career, they may begin to lose interest in traditional marketing techniques and focus more on using Internet marketing strategies. At that point, a Marketing Consultant who understands how to connect with customers may become important to a company.
In a nutshell, Marketing Consultants needs to understand each of the five aspects mentioned above, and be able to adapt their strategies based on each one. They need to know the type of customer they are working with, and how to help that person. They also need to understand how to market to that market segment, and how to design a plan that will get those people interested in whatever it is they need to do. Cultural differences are unavoidable, but a good Marketing Consultant can make the task easier by being fully aware of them and adapting his or her approach to best serve the client’s needs.
One final question: Are Marketing Consultants Outsourcing? In many situations, marketing consultants are indeed outsourcing their work. In order to effectively use Internet marketing strategies, you must have a knowledgeable and experienced employee on your team. Otherwise, the strategy will fail. Look for a Marketing Consultant who focuses on using multiple tools, and has experience in launching new products and services, as well as understanding what makes a consumer tick. The best Marketing Consultants uses the information they gather to formulate highly effective strategies, which provide the best opportunities for the product or service to succeed.