Eric Siu explains how updating your website messaging globally can attract different customers, and why agency-of-record contracts often block direct client engagements. He argues that identifying and riding lasting trends is how you boost traffic and conversions.
One thing that I wish we would have done on our marketing is adjusted our messaging. If we look at the marketing that's really resonated, we've shifted to search everywhere optimization, and we've talked about this a lot longer than beginning of year, but it took us a long time to update our website. The moment we shifted how we're pushing stuff out from a messaging perspective globally, not just locally or not just regionally like the United States, the moment we started pushing this out globally, we started seeing a different type of customer reach out to us, and we started seeing more people who are interested in helping us be an agency of, or submit RFP for things related to like AI SEO or GEO and things like that. And the reason I say I wish we would have done it earlier, a lot of the companies we deal with already have agencies of record. So I'll give you a random example. We don't work with this company, but if you're Procter Gamble, you have an agency of record. So if you want to do something in the SEO space or the paid advertising space, you need to first go to your agency of record based on how your contract's set up. It's not as easy for them to just hit up NP Digital or Single Grain and just be like, I want to pay you guys for this because they have an agency of record. With this AI stuff, most people are not covered under their agency of record contract. It allows us to talk to these large organizations that already have a pre-existing agency and nothing's really blocking us to get in. I wish we made the messaging change earlier on. And if I had to give a takeaway for everyone listening, marketers think about how can I get more traffic, how can I boost your conversions. You should also think about what is trending that everyone's talking about. Is there a trend that you can the ride that you think that trend will last for a while and it can impact your business in a positive way and make your marketing easier. That is in essence what we did with this.
