specialist marketing

Are you making the most of all directory opportunities at your disposal?

We pose the question because in this blog post we underline the key role directory entries can play in helping your customers find you – and vice versa.

Thanks to the internet, directories have become vibrant, ever-evolving documents which provide a wealth of invaluable links.

Here’s how to make your directory entries the hard-working and effective tools they should be.

Why do they want our entries?

All directory publishers want their publications to have a huge audience, so they’ll do all in the power to be the most comprehensive authority in their field.

The larger their reach the more they’re going to impress potential advertisers, so they need your entry to add volume and build respect among their audience.

For this reason they want you on board, so the big benefit to you is that they’ll usually offer a basic entry at no cost to you.

Paid for or free entries?

Don’t be too quick to pay, even if a paid-for option appears to be attractive. Yes, the directory will want you to cough up for an enhanced presence or featured status with an eye-catching image, but try the free option before splashing out.

You can always upgrade later, after evaluating the results of your free listing.

Keyword-rich product information

In addition to basic information such as company name and contact details there will often be room for a products and services summary, even in a free entry.

Use the keywords which are already working for you on your website, and if you are offered the opportunity to add tags and there is only a limited number available, focus on those that are going to be most relevant to people using that particular directory.

Which directories?

It’s tempting to say ‘all of them’ but a directory focusing on businesses in your geographical location won’t necessarily benefit you unless people who want your products and services are on your doorstep.

If you sell nationwide or internationally as opposed to locally, seek out niche market directories.

There might be fewer people seeing your entry, but if they are using the long-tail keyword search that you have so painstakingly researched and opted for, then they are more likely to be serious about buying from you.

For further information see our Top Tips For Directory Management (free entries)

Marketing yesterday, today and tomorrow

It used to be difficult and expensive to arrange to be in front of potential customers when they needed you.

It involved lots of leg work and telephone time making regular sales calls, advertising in monthly magazines, going to lots of exhibitions and so on, just on the off-chance that a customer’s interest would coincide with our contact – or that they would be sufficiently flexible to consider our option either well in advance or in the very late stages of a project. To be honest it was pretty hit and miss, with a lot of wasted time on both sides. We never knew when or where they would look and they often did not know how to find us.

Now it is easy – create a wide enough profile on the internet and you will always come up in front of them on Google.

Actually creating a successful profile is not that easy or quick, but at least it is fairly straightforward as we have described elsewhere. The point is you can have a plan to work to and once you have a good profile then you can feed it a little at a time to keep it going, using it as a base from which to focus attention on specific campaigns for strategically important products or services.

Call us – we’d love to show you how

competitive accountsI put this Whitepaper together from thoughts, gathered over 30 years in marketing, about the validity of the concept that having a “competitive account” debars an agency from new business. Derived from personal observation and experience, Ian argues that this is based on illusion and there is much to be gained from working with a specialist marketing agency.

Many years ago when I worked in the motor industry it was considered that a car company would not use an advertising agency that was already working for another car company, generally on the basis of some vague ill-defined suspicion – or simple exercise of power for its own sake – much publicised power plays took place around this approach – with occasionally an agency switching from one account to a more lucrative/more prestigious one.  All the while this was going on the design agencies, like Pininfarina and the engineering consultancies like Ricardo, had for years been beneficially and securely working for many different car and engine manufacturing companies – even in some cases one car company e.g. Porsche or Lotus, designing major parts of vehicles for another manufacturer. This spread eventually to the advertising scene where it became recognised that specialist expertise is the important factor and can be accommodated quite comfortably. co-operative accounts

Having worked over nearly 20 years for industrial component companies that consider themselves to be “competitive accounts” – and done so to the benefit of all – I still from time to time come across the objection that having “competitive accounts” debars an agency from other work. Needless to say experience has shown that specialisation and commitment in industrial marketing deliver substantial benefits – contact me to see how we can deliver those benefits for your company.

Read the full paper here.