You know your craft and understand your customers better than anybody. So why should you trust your future to a SEO company to promote it for you? Aren’t you better off handling all your marketing yourself?

No, you aren’t. Now, let’s look at the reasons why.

You Need Increased Visibility

The demand for handmade, unique, well-crafted items has risen steadily over the last few years. Artisanal and niche businesses are rewriting the rules when it comes to what makes a business viable for the future.

So, why isn’t it easier to find new customers and grow your business? It sounds like people should be clamoring at your doors just to get a sample of your product.

The trouble is that you may be largely invisible to any market outside of your current customer base. Traditional advertising, which is the easiest thing for someone who isn’t familiar with ins-and-outs of SEO to manage, won’t cut through all the visual noise these days — especially if your customers are mostly Millennials. Only 1% of Millennials are influenced by ads. The other 99% of that potential future market simply tunes them out.

The latest research indicates that 97% of people now shop online, even if they buy in the store.

In fact, more than 40% of Americans now do their shopping while lying in bed. To reach the online market, you have to be able to get your message out through multiple platforms:

  • A blog that provides free content related to your product
  • Videos that entertain and educate
  • Facebook, Twitter and other forms of social media to help you make connections

Growth is about visibility. Today, visibility means having a strong online presence in all the right places.

You Have Limited Time

Unless you already have some mad SEO skills, it’s not something you can just pick up on the fly. The rules change constantly — which means even the best guides you can find online or in a bookstore can be outdated overnight.

For example, Google dominates the world of search engines. It also continuously updates its methods of ranking pages in order to provide users with a more streamlined experience. Since 2015, there have been four major changes to the algorithms Google uses to rank websites. In 2017, websites streamlined for mobile users suddenly found themselves higher in the search engine results pages (SERPs) than sites that aren’t mobile-friendly.

You can’t dedicate the amount of time it takes to master all of the intricacies of the SEO field and still maintain the same level of dedication to your own business. Nor do you have the time to generate all of the content and maintain all of the social media platforms on your own.

As an owner, you’re probably used to handling things yourself. You may even prefer it that way. However, that’s a disservice to your business and yourself if your efforts aren’t getting the word of your existence out where it needs to go.

Given the amount of work that has to be done, it’s time to delegate a little.

You Can Build Your Brand Identity

If you’re worried about trusting your baby to strangers, don’t be. Part of successful marketing is making sure that you stay in close contact with your marketers. You still retain the ultimate control over your company’s future:

  1. You set the goals. Do you want to see an increase in website traffic? Do you just need to convert more prospects into buyers after they come to your site? You identify the problem that you want the SEO company to address.
  2. You define your brand. Your brand has its own personality, and you have to convey that personality to the marketing company. It’s the marketer’s job to help you make that personality evident to the world, in order to attract your customers. A lot of artisan products have a sophisticated personality that attracts customers with refined tastes. However, if your product is earth-centric and aims to reduce the consumer’s carbon footprint, you may want to convey sincerity instead.
  3. You decide your target market. You already know the type of person who buys your product. Your marketer isn’t going to try to change that unless you want to change that. Your marketer’s goal is just to reach more of those particular people.

Frankly, your marketing company can’t really do an effective job without you. Together, you can build your brand identity and establish credibility with your potential customers. In order to do that, however, an SEO company will need you to provide a lot of guiding information.

The Takeaway

Your work with an SEO company is a collaborative effort. It has to be. You both want to succeed. In this case, the SEO company won’t succeed unless you also succeed because its goals are tied to yours.

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