Are You Too Internet Smart for Your Marketing?

by Jack Mize · 12 comments

Sometimes we over-think how the average consumers are finding or looking for us online.

What are some other ways consumers are finding you online?  Comment Below.

Transcript

TOO INTERNET SMART

Hey, this is Jack Mize, with JackMize.com, and I have a question for you. Are you too internet smart for your own good when it comes to marketing?

And what I mean by that is, a lot of times we, as internet marketers or business owners that spend a lot of time focusing on the internet and bringing in leads and customers through the internet, we get a little overly consumed and think that a lot of times, that’s where the traffic begins. We think that any lead that comes in through the internet began and ended on the internet and it’s just not true.

So, I’ll give you an example. Within the medical industry, whenever I’m consulting with doctors and dentists, podiatrists – any general medical practitioner, it doesn’t necessarily have to be high-end cosmetic or elective surgery, but just any medical practitioner that is looking to generate more patient activity for their practice, one of the first things I look at is what they’re doing online. And oftentimes, they’re spending a lot of money on Pay-Per-Click, on SEO services, going after key phrases. Long-tail key phrases. Things that they’ve used keyword tools to determine what’s the best key phrase.

So chiropractors may be going after ”back pain” in their City. Dentists may be going after “pain-free dentistry,” “sedation dentistry.” And without stopping and thinking about how do their consumers, how do their patients go about finding a new doctor. And here in the United States, oftentimes, people don’t start their search on the internet for a doctor.

I want you to think about that.

The average person isn’t going to Google and type in My City or My Neighborhood Podiatrist. In reality, most people, especially if they have any type of insurance through their job, through their work, they go to the insurance provider list first, find out which doctors in the general five to ten mile radius accept the insurance that they have, and then they’ll Google that doctor’s name directly.

So oftentimes they’re not even typing in keywords. They’re not even typing in those problem solution keywords, because, if you think about it, no matter how great your marketing is as a doctor, as a medical practitioner, if you’re not on that patient’s insurance and they have insurance, chances are they’re not coming to see you. They’re going to find somebody that’s on their insurance list.

Especially in the medical industry in the United States, with insurance the way it’s set up, people don’t Google a doctor and then see if they’re on their insurance. People go to their insurance, see who accepts their insurance, and then they Google that doctor’s name.

So one of the most powerful things that someone in the medical industry can do is optimize for their actual name as it is presented inside their insurance directories, rather than spending a ton of money on key phrase-type SEO and Pay Per Click.

Really, what I want you to think about by going through this exercise is stop, take your internet marketing hat off and think about how do prospects really find your business. How are prospects looking? Think about how many prospects come because of a referral. Oftentimes, if they’re referred by someone, they are Googling your business name. Your name, rather than your actual key phrases.

This falls into the bucket of the “who you are” marketing. So you can have all the greatest stuff out there based on key phrases, but if someone Googles your name and there’s not a lot there or it’s just stagnant or sterile directory listings, you may be missing a big, big opportunity.

Sometimes we have to not be too smart, or too internet smart for our own good and really think about how prospects may be finding us outside of just a direct search on Google. Think about that and you may have some big holes that are very, very easy to fill in your business , to be able to capture those leads and capture those prospects that are finding you differently than you may have thought.

If you have any comments, please put them below. And, of course, if you like this tip, please share it out. Facebook, LinkedIn, Twitter. I appreciate it all. Thank you very much.

{ 12 comments… read them below or add one }

Reg Boczko October 7, 2013 at 6:19 pm

Hi Jack that was some awesome tip on using that method when selling websites or video marking to our client’s. I think you mentioned it in one of your great webniars. Was great hearing from you.

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Jack Mize October 8, 2013 at 9:58 am

Thanks Reg. Lot’s of opportunity to help folks when prospects, vendors, creditors etc… are looking up their name or business name.

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Brian Anderson October 7, 2013 at 9:31 pm

Hey Jack -

Great video blog post!

Agree, I’m definitely guilty of over thinking tactics for some clients.

Love the tip on the medical practioner and his insurance. I personally type in ..>
“Dermatologist Peachtree City Blue Cross”

Brian

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Jack Mize October 8, 2013 at 10:00 am

Brian, that’s a good combo, problem-city-insurance. The insurance is a must have variable for most.

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Stephanie October 7, 2013 at 10:01 pm

Hi Jack,

This is a whole new way of thinking, love this idea, thank you for sharing it. Great idea!

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Jack Mize October 8, 2013 at 10:02 am

Sometimes you just have to watch and listen to how our non internet centric friends, family and neighbors are finding local solutions to give us a new and profitable perspective on how real folks are using the internet.

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Troy Vorse October 8, 2013 at 2:01 am

Hey Jack,

Definitely overthink the SEO process for clients, as well as my own affiliate sites. Trying to think like a consumer is so difficult, being armed with the knowledge and tools we craft our jobs with.

I’m constantly challenged to K.I.S.S., always 2nd guessing what I’ve presented online or predicting what ‘Mrs. Jones’ will be typing in looking for my clients.

Once you cross the line as a marketer it’s hard to ‘go back to basics’ …which is where the gold usually is.

As usual, good insight Jack.

Troy

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Jack Mize October 8, 2013 at 10:11 am

Thanks Troy, you make good point. We often make Keeping It Simple so difficult. It’s tough to take the “IM Blinders” off, but that is where we very often have burst of marketing genius.

One thing I still do is use Geographic Modifiers in keywords. Most SEO folks are quick to point out that they are not needed any more because Google knows your location. But until Joe Consumer knows that and stops using them they are still very powerful.

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Rick Bridge October 8, 2013 at 2:08 pm

Hi Jack,
Great tip in your video. Do you still offer your course on “image building”?
I watched one of your webinars but didn’t get to see the end when you advertised your product.

Thanks again for your tips and insight.

Rick Bridge

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Ken October 8, 2013 at 8:16 pm

Interesting insight Jack and certainly merits much more planning. Thank you for the continued great strategies.

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Joan October 9, 2013 at 6:05 pm

These tips are so helpful Jack. I really enjoy your marketing mind.

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Derek Campbell October 9, 2013 at 9:09 pm

Thanks Jack

Very useful training session. I think your rule “Spend time on understanding how your prospects go about finding solutions to their needs and wants” applies across the whole gambit of online marketing. I think that we spend time on understanding our target customers needs and wants but do not then spend the time understanding how they go about finding a solution to those wants. We are all guilty of wasting money on PPC etc. A great insight and one that needs to be mandatory in all marketing campaigns.

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