One of my friends emailed me to say they were pitching for a piece of consulting work. They were tendering social media while the competing agency was offering an SEO solution.
Consider this for a moment.The question for the potential client has come down to two opposing offers. Social or SEO.What sequence of events caused the client to be in a situation of choosing between tactics. Why one or the other? How do you even decide that choice?
Really the answer should be “all of the above”, but in truth it should be about the real goals and challenges of the organisation rather than like choosing between takeout menus!
What is the overall strategy?
Which problem are we solving?
What do we need to achieve?
Are there tactics that are already in place or need integrating with?
When I hear SEO versus social media it always seems to be a “we need more traffic/visibility”. And when I hear that it is usually a deeper issue rather than just visitor count.
If you are ever confronted with a “we need some of that social, or maybe SEO” type question then you need to drill down why. Then keep asking why until you get to the real core issue.
Want more customers? Build a real lead generation engine, don’t start picking tactics from a menu.
