Majoring in Minors
- Your Search engine ranking positions are always what might be.
- Your server logs/analytics are what are who might be interested.
- Your lead counts are who would like to get to know you better.
- Your Signed Contracts are only a potential sale.
- Only a closed escrow puts food on the table.
So often the online webmaster community is taught to look at each of these as one singular event. Without acknowledgment of the larger picture. And of course each of the above bullets represents a whole body of disciplines. We are taught to obsess over small singular actions such that our online marketing is nothing but a series of short lived, poorly executed tactical executions.
Some major minors:
Search Engine Positions: Search positions are nice. But a top position and fifty cents will only get you a cup of coffee (well maybe in 1976, I just paid $1.75 for a large at Mickie D's yesterday). A position is only implied traffic. Folks worry about 1 ranking phrase while my clients and I rank for hundreds. Folks worry about keyword density or proximity. They matter, but not much.
Server Analytics: Look at your visitors. Who are they? How many of them are there? Well analytics do not give names, but they give numbers and behaviors based on keywords. So if you are majoring in just one keyword phrase (everyone loves to major in "city + real estate" ) phrase look at your server logs. You will find you can attract a much larger audience by considering your keywords that people use to find you.
Lead Counts: Conversion. Think of the "tootsie roll pop" ratio. This is where you get into visitor values. How many visitors do you need to get to a lead? If a visitor is worth $20. Then, theoretically you can spend up to $19.99 to get that visitor as a client. But you will not know that unless you track.
The above are what lead to sales and closed deals. Within each are mountains of knowledge bases that can easily waste a lifetime.
However, when you start with the end in mind. That is your business plan calls out for x amount of sales, and y generated online balanced by your own values and objectives. Then you have a start. A target.
Instead, so often we live with the delusion that if "I just rank number one for Happyville Real Estate, then I will reach Nirvana."
Did You Forget Why You Came to The Dance?
So often I hear that I blog to give my visitors great information to enrich their lives or at least online experience. BULLSHIT! You are there to make money. And the sooner you admit that the sooner you will make it. Otherwise stop writing it off as an expense as it isn't a business it is a hobby.
But learning this stuff can be fun and exhilarating. I get that. But you have to stay on focus or the web and vendors will steal your most precious selling time.
The web requires you to grasp the big picture or you will get lost. Not only your time will get wilted away but also your money. In order, to succeed on line you must develop a strategy first before jumping into the next big thing.
At http://www.realestateguerilla.com is an exclusive Coaching club where we will work with you on your top down success strategy. Or if you would prefer a private consult, contact Tim O'Keefe today. 310 533 9145. He consults at $500 an hour/minimum 2 hours.