This week it’s time to change our minds. First, we get to re-examine our current understand of link building with an interview with Matt Cutts who explains that some of our fears are completely unfounded. From there we consider the right-brained and left-brained marketers how to approach marketing from either side. Finally, we need to start thinking of marketing as something akin to farming rather than hunting down that next sale.
Brian Jensen Recommends:
After the latest search engine updates, link building has become one of those things that is only whispered about in dark corners of offices around the world. “Are you still building links? Are you crazy? Don’t you know what… it… will do if it catches you building links?”
According to Matt Cutts, head of Google’s webspam team, link building is neither illegal nor even all that bad. In the interview, he says: “The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.”
Are you a right-brained or left-brained thinker? This article is one in a series that examines the book: A Whole New Mind, by Dan Pink. While the book suggests that we’re moving toward a right-brained paradigm (storytelling, design, empathy, play and meaning), that doesn’t mean we should just leave the analytical-minded coworkers out of the loop. In fact, it may just be a balance of the two that provides the best results.
Marketing has always been a creative function, and as online marketers push go work harder to produce great content, provide transparency through social media, and build a better experience for our customers, the right-brainers are going to have a lot of influence. Even so, all these endeavors have to produce results and a measurable ROI. That’s where those with a more analytical mindset come in. You can also check out Six Senses, A Whole New Mind & Content Marketing for more on this idea of switching from an Information Age to a Conceptual Age.
Colby Hooley Recommends:
Customers are great. Repeat customers are even better. Of course, once they’ve gotten what they want from you, they may not see any reason to come back. The key, this article would suggest, is not that you try and hunt down those customers. The better tactic is to start farming – nurture your customer and look for the long term relationship. Hunting is just about closing one more deal, which is certainly valuable, but continued success requires a different way of thinking.
There are lots of ways to do this, of course. Social media has opened the door for these kinds of relationships, and you can start communicating openly and getting it done. Remember it’s about having a conversation.