Right out of the gate I wanted to share the Matt Cutts video (Matt is the head of web spam at Google). This is his formal address to the website and internet marketing community on where they are headed with
Gone are the days when you had to pay websites to advertise your brand, or worse, stand in really long queues to book yourself an ad of your company or brand on the local newspaper. We now live in the age of free advertising. The internet is an open market where you get to advertise, buy and sell. Social media advertising has gained momentum and with almost quarter of the planet hooked with social networking, you are bound to be noticed. Advances in niche targeting and segmentation have increased the potence of social advertising to an excess of $10 Billion by 2013.
"Command & Control" is the strategy that every major corporation lived by before search engines and social media. Media advertising was louder than an individual, complaining consumer, so companies didn’t need to listen to individual complaints unless it was affecting their ability to sell to new customers--which it wasn’t. Now it does. Command & Control is only effective if a company's target market cannot connect directly amongst itself and have a conversation. Online reviews and social media have made it way too easy to get third party information about any business. Thus Command & Control’s core model falls apart.
Getting someone to purchase something from your company’s website or getting them to take action and fill out your request for consultation form requires a visitor to makes dozens of subtle and subliminal decisions. Many phenomenal books have been written
Today a chiropractic client of mine asked several questions about what the point of SEO was in their local market besides trying to get ranked for "Orlando Chiropractor" and other prominent terms. Somehow I gave him an answer that I have never provided, but I could literally see the "ah hah!" moment in their eyes when I gave them the explanation and the context in which it was to be used.
We talked a little bit about UserVoice before, a great tool that allows you to set up discussion forums on your site, track and manage feedback and allow users to not just submit suggestions but to vote on the suggestions