An Overview of Marketing Tactics - Use the Right Marketing Tool for the Job
Are you using the right marketing tactics to achieve your business goals?
The right tool for the job makes the task easier. The same goes for marketing. Choosing the correct tactic to achieve your goals is vital to your overall marketing plan success.
Too many executives, however, hear or read about a particular tactic, and then it becomes their pet tactic. They go to a seminar that talks about Facebook advertising, and suddenly, they want their marketing team to enact a Facebook marketing plan immediately – even though their target customer is on LinkedIn or the company has already tried Facebook advertising and gotten no results.
I can’t tell you how many meetings I have sat in as a consultant and heard company leaders demanding to know why this tactic or that one isn’t being done as if a particular tactic is a magic bullet that will fix their marketing problems.
There’s no magic bullet, and there is no one ‘right’ marketing tactic to solve your particular problem. However, there are some guidelines about what tactic to choose based on the specific situation you want to solve. Below is my list. It is not the only list. However, it should serve as a sound general guideline for those who wish to use it. As with all things in marketing, test, measure, repeat what works, and discard what doesn’t. Give any campaign enough time to make an impact before changing things. And always – without exception, without fail – focus on your audience and where and how they like to receive information.
Examples of Marketing Tactics and The Goals They Achieve
Advertising
Print, television, radio, display, digital, social media ads
Best for lead generation, direct product sales, and acquisition marketing (such as building up an email list for future marketing). It can also be used for branding and product awareness.
Direct Mail or Email
Direct mail (old-fashioned “snail mail”), email marketing
Best for direct product sales and lead generation. Email marketing through newsletters is good for retention, i.e., “keep in touch” marketing with your customers.
Content Marketing
Blogs, articles, case studies, white papers, videos, podcasts.
Best for thought leadership, awareness, and branding. It can be used for acquisition marketing but is usually not an immediate lead generation or sale opportunity. Excellent for brand awareness, building brand loyalty, and developing an audience.
Events and Conferences
Exhibiting at a trade show and attending industry events.
Best for networking, brand awareness, and long-term acquisition and retention.
Marketing Tactics – The Right Tool for the Job
Again, let me stress that the list shared above offers guidelines rather than rules about which marketing tactic to choose for your needs. Often, these tactics are adapted or adjusted to support various strategies. Multiple tactics are used together (called an omnichannel marketing strategy or an integrated strategy) to produce the desired results.
This is where choosing the right marketing tools becomes an art rather than a science. Companies that struggle to solve a business problem, such as lead generation, high customer churn, or poor brand awareness, should work with an experienced marketing consultant. Experienced marketers have faced similar problems and have seen which campaigns worked (and which didn’t) to solve the problem. They can apply these learnings to your business and make better, informed suggestions.
So before you insist that “we should be doing a podcast” or “we should start a blog,” sit down with your most experienced marketing person and instead state the problem to be solved. Don’t try to guess the tactic or use the tactic in vogue. Not every marketing approach fits every situation. Pick the right tool from your marketing toolbox to achieve the desired result.
Prefer to listen to an article? This article is available on our podcast, Bricks, Brambles & Bytes on Podbean!
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FCC Bans AI Robocalls: What About Other Marketing Using AI?
Listen to the Podcast or Read the Article
In this week’s edition of Bricks, Brambles, and Bytes, I spoke about the new ruling by the Federal Communications Commission regarding AI use in robocalls.
For those who are unaware, robocalls are automated, pre-recorded telemarketing messages. Have you ever picked up the phone and heard a recorded female voice say, “Your Google listing is…” (I don’t know what comes after that because I always slam down the phone). That’s a robocall. Robocalls are prevalent during election season. Politician A records his endorsement of Candidate B, and the parties use automated dialers to phone every registered voter in the precinct to hear how much Politician A loves Candidate B.
The FCC’s new ruling states that marketers using AI to create voiceovers for robocalls must disclose them. Now, for many people reading this, the ruling has no bearing, right? You don’t use robocalls as part of your marketing, so why should you care?
You should care because this is just the tip of the iceberg. The use of AI is controversial – highly controversial. It was so controversial that when an astute journalist realized that Sports Illustrated had weird phrases in their articles and did a little digging, he discovered that not only were they likely using AI to write the articles, but the ‘writer profiles’ were bogus, too. Nothing was real. He pulled back the curtain on the SI Wizard of AI. And like the famous Wizard of Oz, Sports Illustrated said, “Pay no attention to the man behind the curtain!” and tried to scrub all of the AI-generated content from their site. It failed. It failed miserably. Readers rebelled, sponsors fled, and the venerable magazine declared bankruptcy.
So, where does that leave you? You’re a business owner. AI is free to use (at least it is now, but that may change.) Why pay for content when you can use AI?
Just as Sports Illustrated found out the hard way, using AI without disclosing its use can lead to a huge loss of trust in your brand. How much is that trust worth? Quite a lot. Trust is earned slowly over time when your company keeps its promises to its customers. Brand promises are taken very seriously by customers even if they recognize them subconsciously. Once lost, trust may never be regained. And, with a loss of trust, sales, and opportunities are lost.
Marketers who dabble with AI need to be cautious. AI certainly has its place – as a great resource to improve headlines, write social media messages, and summarize original works. It can be used to outline articles and help you get past writer’s block or “blank page” syndrome, that frozen feeling when you start at a blank page and know you are expected to write 1,000 words or more on a topic. All of this is fine for use as a software tool.
What AI cannot do is write original content. Everything it creates is cleverly plagiarized from millions of web pages, books, and other documents it has ingested over time. It may read well and pass the SEO duplicate content test, but it is not original.
AI also comes with a lot of quirks, some of which are bizarre. It messes up gender quite a bit, switching genders even if writing about a person identified as male or female; it sometimes goes off on weird tangents or makes statements that are incorrect, and when confronted with this, insists the mistake is correct. The infamous “There is no country in Africa that begins with the letter K” AI-generated response is a case in point.
As more and more regulatory bodies buckle down on the use of AI, expect to see additional laws like the one enacted by the FCC this week. They are moving forward with the ban on AI voiceovers in robocalls to prevent election fraud, a preemptory move that I think most people would applaud. The courts must quickly tackle the use of AI to create fake images. The Pope in a puffy white rapper coat is funny; downloading a random photo of a person and using it to create porn isn’t, but that’s where the state of AI imagery is at in this brave new world of ours. And someday, the ability to mimic written tone may be there, too.
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The Power and Pitfalls of Cause Marketing: Aligning Values for Success
Conscious Connections – What Is Cause Marketing? Summary
What is cause marketing? This article explores the concept of cause marketing, highlighting its definition and importance in today’s business landscape. It emphasizes the necessity of aligning the values of companies, nonprofit partners, and target audiences for successful campaigns. Real-world examples such as TOMS’ One for One Movement and Dove’s Real Beauty Campaign illustrate effective implementations of cause marketing. Additionally, the article discusses the pitfalls of misalignment and provides insights on how businesses can avoid them. Ultimately, it underscores the significance of authenticity and genuine connections in creating impactful cause marketing initiative.
Listen to the Podcast on Cause Marketing
Cause marketing has become a prominent strategy for companies aiming to make a positive impact while enhancing their brand image. But what exactly is cause marketing, and how can businesses ensure its success? In this article, we delve into the concept of cause marketing, explore real-world examples, and discuss the crucial element of aligning values to create impactful campaigns.
What Is Cause Marketing?
At its core, cause marketing involves a partnership between a company and a nonprofit organization with the aim of mutual support. This collaboration typically centers around activities such as fundraising, raising awareness, or providing general support for a shared cause.
Aligning Brand Values for Success
The key to effective cause marketing lies in aligning the values of the company, the nonprofit, and most importantly, the target audience. This three-dimensional alignment forms the foundation for successful campaigns. Companies must identify their core values and seek out nonprofits that share those values. By engaging in activities that resonate with both entities’ values, companies can foster genuine connections with their audience and the community.
Real-World Examples
TOMS One for One Movement
TOMS, a footwear and apparel company, is well-known for its One for One movement. For every pair of shoes purchased, TOMS donates a pair to a child in need. This initiative aligns with TOMS’ core value of social responsibility and has garnered widespread acclaim for its simplicity and impact. By tying every purchase directly to a charitable contribution, TOMS has successfully integrated cause marketing into its business model, fostering customer loyalty and making a tangible difference in communities worldwide.
Dove’s Real Beauty Campaign
Dove’s Real Beauty campaign is another notable example of cause marketing done right. Dove, a personal care brand, launched this campaign with the goal of challenging beauty stereotypes and promoting body positivity. Through various initiatives such as the Dove Self-Esteem Project, which provides resources and workshops to promote self-confidence among young people, Dove has aligned itself with a cause that resonates with its audience. By championing authenticity and inclusivity, Dove has not only enhanced its brand image but also sparked important conversations about societal standards of beauty.
American Express’s Statue of Liberty Restoration Fund Campaign
American Express launched a groundbreaking cause marketing campaign by pledging support for the Statue of Liberty Restoration Fund. This initiative aligned seamlessly with American Express’s brand identity, which is deeply rooted in American heritage and patriotism. By associating itself with the restoration of one of the nation’s most iconic symbols, American Express not only demonstrated its commitment to preserving cultural landmarks but also tapped into a sense of national pride among its customer base. The campaign’s success showcased the power of aligning brand values with a meaningful cause, resulting in increased brand loyalty and positive publicity for American Express.
The Pitfalls of Misalignment
However, cause marketing campaigns can fall flat when companies overlook the crucial aspect of aligning values with their audience. Merely capitalizing on popular trends or issues without considering whether they resonate with the core values of their target demographic can lead to missed opportunities and even backlash.
Avoiding Missteps
To avoid such pitfalls, companies must prioritize understanding their audience’s core values and ensuring alignment with both the chosen cause and the nonprofit partner. Rather than chasing transient trends, businesses should remain true to their own values and seek authentic connections with their audience through meaningful cause marketing initiatives.
Make the Cause Your Own
Cause marketing holds immense potential for companies to make a positive impact while enhancing their brand reputation. By carefully aligning values with nonprofit partners and target audiences, businesses can create impactful campaigns that resonate deeply with consumers and contribute to meaningful social change. In the realm of cause marketing, authenticity and alignment are the keys to success.
Our Cause
This week, members of Seven Oaks Consulting’s team will support the Southside SPCA, our local animal shelter. We attend their annual Valentine’s Day dinner. We also support the Blue Ridge Wildlife Center, a wildlife rehabilitation, education, and awareness center in northern Virginia. While not true ‘cause marketing’ campaigns, both nonprofits resonate with one of my personal core value: compassion for animals and care for the natural world. We’ve found that these values resonate deeply with our team (one of our audiences) and our customers (our most important audience). And while someday I hope to do a true cause marketing campaign, I’m proud of my team for choosing the SPCA as their cause to support.
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Prefer to listen to an article? This article is available on our podcast, Bricks, Brambles & Bytes on Podbean!
Marketing Strategy Review: Are You Stuck Doing Pot Roast Marketing?
Prefer to listen to an article? This article is available on our podcast, Bricks, Brambles & Bytes on Podbean!
Here at Seven Oaks Consulting, “pot roast marketing” is an in-joke. It refers to how companies often fall into the trap of doing the same marketing year after year just because it’s always been done that way.
- They go to the same trade show every year because they’ve always gone…despite the fact that they haven’t gotten a lead there in years.
- They produce YouTube videos because someone said “everyone in your industry does this” and so they do them even though it’s a struggle.
- They send the same emails out because the CEO loves them.
The Marketing Metaphor of the Pot Roast
The term pot roast marketing comes from an old story I was told many, many years ago. In this story, a young bride cooks a pot roast for her husband for the first time. As he bites into the first forkful, he chews thoughtfully and says, “Honey, this is the best pot roast I’ve ever eaten. But why did you cut the roast in half before cooking it?”
“I don’t know,” she answers, “but my mom always cooked it this way, so that’s what I do, too. Let me call her and ask.”
So the woman phones her mother, and her mother doesn’t know the answer, either. “Well, that’s the way Grandma always made it, so that’s how I make it, too. Let me call her and ask.”
When the two women get on a call with Grandma, Grandma bursts out laughing. “Oh my dears,” she laughs, “the only reason I cut the pot roast in half is because I didn’t have a pan big enough for the full piece. I had to cut it to make it fit. Don’t tell me you were making it this way all along and didn’t know why?”
That’s what happens in marketing departments. The “pot roast” is a project, perhaps a campaign, that someone initiated years ago. Once, it was successful, and so it became standard operating procedure. No one has questioned it since. But, when examined carefully, it reveals itself as a drag on time and resources, and underperforming activity that can either be set aside or changed to go with the times – and be a productive campaign once again.
A Real-Life Example of a Pot Roast Marketing Strategy
Company Made 5X Investment Once They Fixed Their Marketing Problem!
I experienced the phenomenon of pot roast marketing many years ago. A company I was working with had a direct mail piece that was a ‘prime’ example of pot roast marketing. It was stale and tired. It cost them a bundle to mail each year – and lost around $30,000 in the process. But they insisted, to the last breath, that they had to keep sending out that mailer ‘because it’s always been done this way and everyone in our [target market] expects it.”
Even though it’s not considered best practice to change multiple things in a direct mail piece at one time, I did it with this one because they had nothing to lose – it was costing them money and they weren’t getting the desired results. I asked their creative director to change the appearance of the piece, giving it a modern edge. Their list broker cleaned the list, removing duplicates and adding new audience segments. We even changed the timing of the piece, moving it back a few weeks.
The results? This old pot roast that originally cost them $30,000 each year now made them over $500,000! In simple terms, for every $1 they invested in the production of the direct mail piece, they received $5 back in product sales. And we saved $100,000 in mailing costs by cleaning up the list.
This small example shows you how pot roast marketing can stall even the best companies. This company was supportive of their marketing and invested heavily in all channels, including direct mail. Yet they had a pot roast on their hands. It took an outside voice – me, a marketing consultant – to help them sniff the pot roast out from their midst.
Key Marketing Insights: Takeaways
Look for every opportunity to get the pot roast out of the oven – to identify marketing activities that are among the annual tactical plan simply because it’s always been done that way or it’s a pet project of an executive. Question everything. Analyze the data. If it’s not helping you meet your acquisition, retention, or brand loyalty goals, change it or sunset it. But don’t keep doing a marketing activity because “it’s always been done that way.”
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Let’s talk about how I can help you develop your brand, communicate it with confidence, and build a content marketing powerhouse that generates leads, supports sales, and provides solid marketing.
How Can Manufacturers Leverage Content Marketing?
Manufacturers might think that content marketing only works for consumer-facing industries. The reality is that it’s effective for B-to-B brands, too. Content marketing can help manufacturers establish expertise, connect with their audience and drive conversions. Here’s a primer on how manufacturers can employ content marketing to get results.
5 Ways Manufacturers Can Use Content Marketing
- Deliver thought leadership: Manufacturers can elevate their brand by creating content that speaks to trends, challenges and innovations in their industry and that of their clients. Articles, whitepapers, case studies and reports are examples of this content in action. No one wants to be on the other side of a sales pitch. However, innovative thinking is usually well-received because there’s no pressure to convert.
- Educate the audience: Content marketing allows you to educate your community about manufacturing process, product features, benefits and how it can serve their company. To that end, manufacturers can create how-to videos, guides and tutorials to help customers make more informed buying decisions.
- Showcase products and solutions: Create content that highlights your products’ features, capabilities and applications. For example, you could develop detailed product descriptions, video demos and comparison guides to help show off your widget and real-life functionality.
- Tell your brand story: Manufacturers can use content to highlight company history, values, mission and employees and their craft. A genuine brand story helps build trust and emotional connections with the parties you’re trying to reach.
- Customer success stories: Share success stories and case studies that showcase how your products or solutions have helped customers overcome challenges and reach new heights. Real-world examples can help prospects envision themselves as your next success story.
Incorporating content marketing into your overall marketing strategy is a sound marketing investment. By focusing on educating and providing value to their audience, manufacturers can build lasting relationships that go beyond transactions.
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Let’s talk about how I can help you develop your brand, communicate it with confidence, and build a content marketing powerhouse that generates leads, supports sales, and provides solid marketing.
What Is Brand Equity?
Brand equity refers to the intangible value that a brand adds to a product or service. It represents the perception and attitudes consumers have towards a brand, and it can significantly influence their purchasing decisions. Like many aspects of marketing, equity is built over time through various marketing and branding efforts, and it reflects the overall strength and value of a brand in the marketplace.
What Are the Key Components of Brand Equity?
There are numerous components that build equity in a company's brand.
Brand Awareness
The degree to which consumers recognize or are aware of a brand. Higher awareness often leads to higher equity.
Brand Associations
The mental connections and associations that consumers make with a brand. These can include attributes, benefits, values, and even emotions linked to the brand.
Perceived Quality
The perception of the quality or superiority of a brand's products or services. If consumers believe a brand consistently delivers high-quality offerings, it contributes positively to the brand's value.
Brand Loyalty
The level of customer loyalty and repeat business a brand enjoys. Strong brand equity often results in increased customer loyalty and a willingness to choose a particular brand over competitors.
Brand Image
The overall impression or reputation of a brand. A positive brand image contributes to higher equity, while negative perceptions can diminish it.
Brand Identity
The visual and symbolic elements that represent the brand, including logos, taglines, and other brand elements. A cohesive and well-defined brand identity contributes to its equity.
Brand Personality
The human-like characteristics and traits associated with a brand. Establishing a unique and relatable brand personality helps build a stronger connection with consumers.
Brand Trust
The level of trust consumers place in a brand. Trust is crucial for building and maintaining a brand, as it influences consumer confidence in the brand's promises and consistency.
Brand Differentiation
The distinctiveness that sets a brand apart from its competitors. Brands with a strong point of differentiation often command higher brand equity.
Market Positioning
The position a brand occupies in the minds of consumers relative to competitors. Effective positioning contributes to brand equity by establishing a clear and favorable space in the market.
Brand Equity, Your Most Valuable Asset
Equity is a valuable asset for companies as it can positively impact business performance, market share, and the ability to command premium prices. Companies invest in building and maintaining brands through consistent branding strategies, marketing communications, product quality, and customer experiences. A strong brand can also provide a buffer during challenging times, helping companies recover more quickly from setbacks or crises.
What Is B2B Marketing?
B2B is an acronym for “business-to-business,” meaning businesses market products and services to other companies as opposed to the consumer segment. B2B marketing means "business to business marketing" or selling products or services from one business to another business.
Examples of B2B Marketing Companies
Here are a few examples of B2B companies:
- An accounting firm that works with corporate accounts
- A commercial real estate company
- A commercial print shop
Elements of a B2B Marketing Plan
A Business-to-Business (B2B) marketing plan is a strategic document outlining the marketing goals and strategies for a business that sells products or services to other businesses. The components of a B2B marketing plan typically include:
Executive Summary
Briefly summarizes the key points of the entire marketing plan, including business objectives, target market, and major initiatives.
Business Overview
Provide an overview of the company, its mission, vision, values, and key differentiators in the market.
Market Analysis
Analyze the industry and market conditions, including trends, opportunities, and threats. This section may include a competitive analysis to understand the positioning of the company relative to competitors.
Target Market and Buyer Personas
Define the specific businesses or industries the company is targeting. This may include creating detailed buyer personas to understand the characteristics, needs, and challenges of the target audience.
Marketing Objectives
State measurable goals the marketing plan aims to achieve. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).
Positioning and Value Proposition
Articulate how the company wants to be perceived in the market and communicates its unique value proposition—what sets it apart from competitors.
Product or Service Description
Provide detailed information about the products or services offered, highlighting key features and benefits relevant to the target audience.
Marketing Strategies
Outline high-level approaches and tactics the business will use to achieve its marketing objectives. This may include content marketing, digital marketing, events, trade shows, partnerships, and other channels.
Sales and Distribution Channels
Describe the channels through which the company's products or services will be sold and distributed to businesses. This could include direct sales, partnerships, distributors, and online sales.
Budget
Set the budget allocations to different marketing activities. This helps ensure that resources are allocated effectively and in alignment with strategic priorities.
Timeline and Milestones
Break down the B2B marketing plan into a timeline with key milestones and deadlines. This helps in tracking progress and staying on schedule.
Metrics and Measurement
Identify the key performance indicators (KPIs) that will be used to measure the success of marketing initiatives. This includes metrics such as lead generation, conversion rates, customer acquisition cost, and customer lifetime value.
Implementation Plan
Detail how the marketing strategies will be implemented, including responsibilities, timelines, and any specific action plans for each marketing initiative.
Monitoring and Adjustment
Outline how the plan will be monitored and evaluated regularly. In addition, include how you plan to address issues that arise from performance data.
By including these elements in a B2B marketing plan, businesses can create a comprehensive and strategic roadmap for reaching and engaging their target audience, ultimately driving growth and success in the B2B marketplace.
Tactical Ideas for B2B Marketing
Marketers should use a variety of strategies to reach decision makers in the B2B space. The most effective approach is considering those that cater to your specific needs and target audience.
Examples of B2B Marketing Tactics
- Email marketing
- Content marketing
- Social media marketing
- SMS marketing
- Direct mail
Regardless of your combination of methods or approaches, an intentional approach to B2B marketing is key to success. That can mean taking these steps in this order:
- Develop a vision
- Define your target market
- Identifying marketing tactics and channels
- Launch your campaign
Success of any B2B marketing campaign hinges on knowing the frustrations and goals and of their target audience. Cost savings and ROI are usually the primary motivators in this context. However, these drivers come with unique set of challenges. B2B marketing speaks to the impact on the bottom line. That means marketing teams need to concisely and authentically communicate value to the decision maker.
What Is Affinity Marketing?
Affinity marketing, also known as co-branded marketing, means that two organizations join forces. It has the potential to elevate awareness, exposure and the overall stature of both brands. In some cases, the two parties might launch one product or service together. This arrangement is known as “co-branding” and can be an effective way to reach current or new audiences in different or new ways.
Affinity Marketing Best Practices
Choose the Right Partner
Company leaders should consider whether the other business owners share similar values, customers, or offer products that align.
Ensure the Partnership Serves Both Interests
The best arrangement is fair to both partners. If either feels like the other is benefiting more or not contributing, it’s not going to be sustainable.
Define Roles
As is the case with any business endeavor, it’s important that both partners grasp and agree to the outlined roles and responsibilities for the sake of clarity and curbing potential conflict. Two entrepreneurs who might want to plan and execute a trade show event, for example, must discuss who’ll pay for the display and any marketing material.
Examples of Affinity Marketing
Sometimes it's easier to understand a concept when you see examples. Here are several examples of affinity marketing.
Affinity marketing involves creating partnerships or collaborations between brands with similar target audiences but non-competing products or services. These partnerships aim to leverage the existing customer base of one brand to benefit the other. Here are three examples of affinity marketing:
Starbucks and Spotify
Starbucks, a global coffeehouse chain, partnered with Spotify, a music streaming service, to enhance the in-store experience for customers. The company's rewards program members were given the opportunity to influence the music played in Starbucks stores and create personalized playlists on Spotify. This collaboration allowed both brands to tap into each other's customer bases, as coffee enthusiasts could discover new music, and music lovers could explore Starbucks offerings.
Uber and Spotify
Uber, a ride-sharing service, collaborated with Spotify to offer passengers the ability to control the music during their rides. Riders who connected their Spotify accounts to the Uber app could play their favorite music from the moment they stepped into an Uber. This partnership enhanced the overall customer experience for both services, making the ride more personalized and enjoyable for passengers while promoting Spotify to a broader audience through the Uber platform.
American Express and Airbnb
American Express, a financial services company, teamed up with Airbnb, a platform for short-term home rentals. The partnership allowed American Express cardholders to link their cards to their Airbnb accounts, providing them with special offers and discounts. This collaboration was designed to encourage American Express customers to use Airbnb for their travel accommodations while providing Airbnb with exposure to a segment of financially affluent travelers.
Affinity Marketing - Beneficial to Brands
These examples illustrate how affinity marketing can be mutually beneficial for brands by allowing them to reach new customers, enhance their offerings, and create unique experiences that resonate with their shared target audience. Affinity marketing relies on the principle that the customers of one brand are likely to have an interest in the products or services of the partnered brand, creating a win-win situation for both parties involved.
The Challenges with SEO and Google E-A-T
SEO and Google E-A-T: does it reward only the loudest voice in the room?
Last week (November 21), Ann Smarty published a Substack newsletter entitled SEO and Topical Authority, in which she assessed the trends in SEO and Google E-A-T and its potential reaction to the expected onslaught of AI-generated content in the next few years or months.
In her piece, Ann suggests that the "loudest voice in the room" will be the ones dominating the SERPS. It won't be enough to produce expert-optimized content. It won't be enough to interact on social media. No, those who dominate the SERPs will be those Google deems expert according to their nebulous and infamous "E-A-T" formula: expertise, authoritativeness, trustworthiness.
The Problems with SEO and Google E-A-T Formula
The problem with the E-A-T formula is that it's never been clear exactly how a computer is supposed to assess this. For example, does it deem my dual master's degrees in direct marketing and writing a proven example of content creation and marketing expertise? It should, but it probably doesn't. How about my 30 years of experience leading marketing teams in various industries? It doesn't even register that.
Instead, as Ann points out using screenshots from recent searches, search engines seem to register the ‘loudest’ voice in the rooms – the ones dominating the conversations across platforms.
You know the ones…
- The consultant who slaps their face on every ad or social post
- The consultant who brands themselves a guru of this or that
- The consultant who aggressively pursues paid and unpaid advertising
- The consultant who flies across the country to speak at conferences
- The consultants with book contracts
Let's be clear: doing all those things is fine if they feel right to you and are congruent with your brand. And therein lies the rub. Not all of us like to be loud. Some of us, myself included, would prefer to let our thoughts shine rather than our personalities. It's not that we don't have personalities – we do. But for some of us, being the loudest voice in the room isn't our thing.
How Can You Convince Google of Your Expertise and Authority?
The question is how each of us can help Google understand our topical authority. (I use Google as an example of search because it remains the dominant player in the industry). The answer, I believe, is in personal branding.
If you are unfamiliar with personal branding, now is an excellent time to begin understanding it. It is crafting, managing, and refining your online reputation to ensure consistent recognition of your expertise.
I think that Google's algorithm relies heavily upon consistent signals over time. It's the "over time" part that people forget. In the short run, anyone can pump out consistent content on almost any topic. But it is the years of speaking, teaching, writing, and sharing information on one angle, one topic, that will eventually help your personal brand stand out.
I look forward to Ann's subsequent reflection on this topic. What are your thoughts on this? Is Google giving too much attention to vanity metrics in their E-A-T formula? Or can you, as a marketer, work with this and use it to your advantage?