A couple of weeks ago we got the chance to meet in person as a team to run through what we wanted to accomplish as a business in Q3. Every functional leader was in the room discussing the previous quarter. We talked about what went right, what went wrong, and plans for growth in the future. I was only 90 days into the new job and had evolved into an active contributor in these conversations. I talked about the importance of continuing the momentum around 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲. The more that I prepared for the conversation the more I began to understand that our strategic narrative that we were taking to market would never reach its full potential unless we were taking the same active steps that we recommended to our customers. 

It’s that whole eat your own dog food or drink your own champagne sayings that we toss around in business when we want to talk about embracing the same fundamentals that we project to the market.  

There’s a couple of things that I’m adamant about with the marketing that I do: 

1. Practice what you preach 

2. Show your work

First, I have a ton of conviction around the concept of being the first to show up to answer your next customer’s questions. This is the primary concept that 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 is built from. In order to earn this position you must be highly focused on your customer’s needs. This requires creating excellent content optimized for search terms and keywords that your next customer actually uses. You can’t just guess. You’ve got to talk to your customers and deeply understand their problems and how your solution fits. It’s not enough to jam a bunch of keywords into a shitty blog post. It’s about sharing your point-of-view on the market and weaving in the words that your customer’s use. 

Next, I think one of the most important things brands can do to be authentic and earn trust is to show your work. This means a lot of things to me. It can be lowering the barriers and making sure your premium content doesn’t sit behind a form. Also, it can mean making sure your website is clear and outlines what your next customer can expect working with you. At Pneuma, we make sure our next customer’s understand the SCORE methodology that we use to help them find their next customer and drive revenue. We want prospective customers to have insight on how our approach can work for them even before they have a conversation with us. 

I’m in the beginning stages of going through the process as if I was a Pneuma customer. I want to dig into our process. I want to understand how I can improve what I’m already doing. Most importantly, I want to improve our own position in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲. 

I’m sure there will be a lot of content that comes from this experience. 

Hopefully, what I learn can help and maybe inspire you to take the next step for your next customer. 

The Content We Dropped This Week

In the ninth episode of 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 podcast we discuss how business owners and CEOs can grow in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲.

David talks with Steve Van Diest of Acumen about how CEO's can grow their companies and personal brands. He shares the defining qualities of the most successful CEOs, the role of content in the c-suite, and the best resources for executives to use to grow. 

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

𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 is not just about using the right SEO strategies to elevate your position. It’s also about using your customers as evidence for the results that you produce. Social proof is one of the most important elements that any brand should incorporate into their website, but not all social proof is created equally. 

We don’t need to spend precious time, energy and resources producing case studies that read like books. The attention span of our next customer is brief and if they do land on our site we need to grab it quickly with results from our customers. Instead use the faces of your customers and results oriented around ROI, speed of delivery, and growth. 

You’ll make your customers look like heroes and you’ll stop your next customer in their tracks when they land on your site. 

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

I stumbled across this post on the Twitter machine. SEO isn’t a one size fits all approach. It takes digging a couple layers deep to identify the best fit opportunity for you. It doesn’t matter your brand. It doesn’t matter your industry. There’s always opportunities to be found by your next customer in  𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲.

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

Did you know electricians can be influencers, too? A large portion of our customers are service-based customers at Pneuma. I found this conversation on Toolbox For The Trades by ServiceTitan especially insightful. An awesome chat if you’re looking to learn more about how to build community online. 

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.