Every Monday morning we publish a new episode of 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 podcast. I’m a very routine oriented human and that translates in the way I approach marketing. I love hosting conversations and exploring topics that I believe will help anyone listening who is looking for ways to grow. Also, I love the distribution aspect of content. Content is only as good as it’s promoted. I love thinking about ways to get the content that I’m creating in front of the right people at the right time. On this week’s episode I hosted Jim Brown who is our sales leader at Pneuma to discuss how he thinks about education.  I was going through my distribution checklist and I started to watch the clips that were cut from the episode. In the first clip that I watched Jim say something that resonated with me and has served as the inspiration for this week’s newsletter. 

SEO IS NOT FAST.

Speed is everything in marketing. Patience is impossible. 

Marketers or business owners who are implementing strategies to find their next customer in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 want instant results. Ambitious people desire ambitious results. We get blinded by the instant gratification and don’t take the time to see the big picture. 

It’s things like: 

1. Posting on social media and judging the quality of the post by the number of likes it received 

2. Running a campaign and staring at your dashboard waiting for leads to come trickling in that day 

3. Sharing a thoughtful experiment in Slack and just waiting for someone on your team to respond 

We get drunk on the feeling of being seen when we should really consider how all of our activities compound over time to get the results that we desire. We need to consider the opportunity to manage our own ambition and zoom out to truly identify repeatable ways to win new customers. 

SEO IS NOT FAST. 

But, great marketing is not fast either. 

The greatest investments that we can make as marketers, owners, executives, or any other role for that matter is into programs that will lead to gradual growth over time. Things like hacks, going viral, or any other marketing gimmick isn’t an investment. It’s a gamble. 

Stay patient. Stay consistent. 

This is how you earn trust and the results will follow. 

The Content We Dropped This Week

In the twelve episode of 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 podcast we discuss ways we think about educating the market around a complex topic like SEO. 

Jim Brown, SVP of Revenue at Pneuma shares how he integrates storytelling into his sales process and why it’s important to use methodologies like SCORE, SCALE, and SPEED to simplify complicated topics. 

Please follow and subscribe to 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 wherever you consume fine audio and video content.

• Apple Podcasts

• Spotify

• YouTube

Quick Tip for The Search Economy

Let’s talk about technology. I’ve been in marketing for software companies my entire career before I joined Pneuma. It’s really easy to get excited about all of the bells and whistles that new technology can bring to your day to day. An investment in technology can pay off, but a majority of the time new technology is purchased before the need is really established. 

I recommend doing 2 important things before purchasing a new piece of technology to support any initiatives that you’ve got tied to improving your position in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲:

1. Establish your strategy: Technology without a strategy is just a bunch of features and functionality. You need to make sure that the existing strategy that you have in place to win new customers is supported by new technology and not replaced by it. 

2. Invite stakeholders into the evaluation: Anytime you bring new feedback into an evaluation process that process is going to get slowed down. Technology is expensive. It’s really important to make sure that other people at your company are involved in the process. They can serve as a feedback loop, sounding board, or even a gut check for if the technology is a good idea long term or not.  

If you’ve been debating new technology or services for your SEO program we’re always here to be a sounding board.  If you’re looking for a team that will help give you a jump start into 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 give Pneuma a shout for a free traffic audit!

What They’re Saying About Search

SEO should never feel like a “get rich quick” strategy because it’s not. Like we’ve established from the top, SEO takes time. I loved this post by Tom Whatley because it brings awareness to the dark side of SEO. It’s always important to get your information and services from trusted resources. 

If you’re looking for a team that will help give you a jump start into 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 give Pneuma a shout for a free traffic audit!

Content That Supports The Search Economy

If you’re looking to learn more about AI’s impact on SEO then I’d recommend you tuning into this conversation from the Voices of Search Podcast. Mariel Lizana, SEO Manager at PreVisible.io does a good job of discussing the intersection and impact of the two disciplines. 

You can listen to the conversation here. 

I appreciate you being here for 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 newsletter. If you’re looking to learn more about how your company can get found by your next customer then give the Pneuma team a shout.