Sloth; ‘The failure to utilize one’s talents and gifts: laziness and indifference’
Too often with Search Marketing, businesses are distracted by the lure of the top rankings, high conversion rates and new search channels that might provide more leads. Although this plays into the greed and gluttony of demand, it can also develop into a lack of communication between the search service and the objectives of the business.
A good search company knows that the key to achieving real success with search marketing is in the continued and persistent evolution of campaigns. At that the attainment of goals can only be a claimed success when they are delivering against the original objectives of the search campaign and ultimately contributing to meeting the business objectives.
There are lots of ways to overcome the lull of sloth:
- Refer back to your original goals constantly and ensure your search company refers to them too.
- Keep your campaign fresh. Introduce variations that coincide with marketing activity offline. Introduce new search channels and services to increase the breadth of your campaign both short and long-term.
- Chose a search company that proactively manages campaigns to advance them constantly and can repeat its processes to ensure consistency of results
- Constantly inform and seek the opinion of the search campaign manager. Use their expertise and really make them work for you with regular requests for new ideas that can enliven your campaign.
Come back next week, if you dare – for WRATH!