My former CEO was well known for his ability to see the big picture in our industry. In fact the speech he became best known for was, ironically enough, the “Big Picture Speech.” The beauty of the Big Picture Speech was that by keeping our eyes on the big picture it made a lot of the details in our work lives easier to manage.
The lesson I learned is that by focusing on what was happening on the larger scale, we could always check to make sure our planning and daily activities were helping row the boat in the proper direction.
So with that said, here is my own version of the big picture speech for the online world in 2010:
Digitization of our world
Depending on your technological bent, it’s either really cool or really alarming the pace at which our world is becoming digitized. What I mean by that is, no matter how you slice it, people are consuming and sharing their information in an increasingly digital format at a faster rate than ever before. As further proof who would have ever heard of a digital marketing consultant even a few years ago?
Lesson – make sure your marketing efforts are participating in the digital revolution.
According to a recent study by Quantcast, mobile usage of the internet grew 110% last year. This should come as no surprise for anyone who has 2 eyes and can see just about everyone using a smart phone of some type.
Lesson – make sure your website and marketing materials are friendly to mobile users.
Local search trends
in the past year or so the 3 biggies Google, Yahoo and Bing have all begun showing you local search results. If you are searching for something related to plumbing (for instance) they assume your intent might be to find a plumber or a plumbing supply store and will show you a various number of possible results.
Lesson – take full advantage of free local listing services.
There are no shortcut secrets in online marketing
Believeme I've tried most of them. But this $20 per month "do it yourself SEO program" is still my favorite. A client called me this week and asked me what the difference between my offerings and the $20 “Do It Yourself SEO” package on his host company’s website.
Lesson – if there was a $20 shortcut to success online I’d take it. However be prepared to work hard at it and recognize these trends if you want to win.
Good Luck with This Program!
Big Picture Summary
Make an Appropriate Investment into Digital Marketing
So stop treating your website like a brochure and breathe some life into it. Add some content, write some articles, start a blog and get involved in the conversation online. Find a way to invest some time, money (or both) to making an effort to participate in the big picture changes being discussed here.