Lost Languages – Reclaiming the Industries Left Behind by SEO Marketing
The online marketing world is a maze of misinformation, and it’s tough to hammer out exactly what makes a good business stand out from the rest. A lot of industries are being left behind in the dust of torn-down buildings as they try to adjust to the digital age. Shopping in-store may seem a strange alternative to shopping online nowadays, but some industries haven’t come quite as far. Let’s take a look at who has been left behind by changing consumer demands, and help a digital marketers to bring all business types into the future.
The Forest for the Trees
Unless an author has followed an intense writing and publishing schedule, it’s unlikely they’ll have enough books to warrant opening their own shop. It’s for this reason that bookshops and libraries evolved as a collection of products from hundreds of sources rather than as a single brand. Bookshops have transitioned well into the online world, now with options to buy only a digital copy of a book, but individual authors have also suddenly gained the power to start their own selling space. Very few of these first time authors are aware of SEO and the realities of the online market – these discussions just don’t often make it into creative spaces.
Dedication to Discoverability
Although digital artists are thriving, with their designs decorating everything from coffee cups to laptop skins, pen-and-paper artists haven’t quite mastered the art of SEO to help their websites stand out. Even businesses deeply rooted in the real world will have something to gain from digital marketing – although it may mean rethinking their business strategies or preferred marketing techniques. There may be some artworks for which no photo will do justice, but there is no product that won’t benefit from SEO marketing – discoverability is important for any industry. Art galleries and theatres alike have found a way to sell a real-life experience using digital advertisements, despite the unique difficulties faced in this industry. Smaller businesses comprised of individuals selling only one product are just as capable of achieving success.
Some industries simply don’t offer products, physical or digital. Experience, knowledge, and an unquantifiable but distinct benefit are harder to sell, but no harder to market using SEO techniques. Universities have adapted well to the digital age, and you will often see advertisements telling of all their splendour, despite the unusual product they sell – knowledge. On the other hand, research institutions such as smaller hospitals, or scientific industries, seem to be living in another world. Lagging behind the online world, these industries are vital to human development and future technologies, but are often obscured by their failure to meet high online standards. SEO allows websites to be indexed by search engines correctly, and helps searchers find exactly what they’re looking for, and some of these industries are struggling to keep up.
Museums have the great business model of selling admission to see their discoveries in the front while using their profits to conduct research in the back. Universities often fund research in a similar way – but what about a renegade scientist trying to start out on their own? Starting a successful business is difficult enough with a defined product to sell, but it’s far harder to rationalise spending for a concept, and the SEO and PPC marketing strategies that could help these industries compete online are poorly understood and aren’t properly prioritised by people with a dream of a new business.
Small and new businesses, especially in artistic or scientific industries, are particularly susceptible to being left behind by digital marketing, but SEO can help any business to succeed. A digital marketing agency is capable of helping anyone find their niche in the complex online world.