What is Disruptive Marketing?
Disruptive marketing starts with the question “What if?”
In marketing that translates into solving user problems with new solutions. And presenting the entire problem in a new way. The solution to highly personalized notecards could be as close as that old typewriter gathering dust in your grandmother’s attic. (yes, you can still buy ribbons) If you don’t know what I’m talking about it’s time to be disruptive.
It looks at traditional solutions with an eye to what hasn’t been tried before. And sometimes that means going back to something from the past that we’ve forgotten. Have you seen the ads for the new/old instant photos? Polaroids for the Boomers; Instax for Millenials and GenZers.
Disruptive marketing moves with the technology. That means making your digital presence bold on whatever platform is currently used by your audience. Disruptive marketing is about being on the edge, always ready to pivot when the market changes. It’s about trial and error.
When you’re in a disruptive industry you need disruptive marketing to slide by the Status Quo to begin healing the Earth.
Do I Need an Email List?
The short answer. Absolutely!
Why? Because it’s the only set of potential and current customers you own. It doesn’t mean you’ve bought them. It means those names and contact info is your database alone. Your LinkedIn, Facebook, or Instagram contacts are “rented.” At any time the social media platform can lock you out of your account and take all your contacts to market to them.
But when people give you their email address they’re saying they trust you. You have an opportunity as well as a responsibility with that list. If you say you’re not going to sell it – then don’t. If you say you’re not going to bombard them with tons of emails – then don’t.
If you say you’re going to send a daily, weekly, or monthly email – then do!! Those people trust you to do what you promised when they gave you their contact information.
An email list can be segmented so the right message goes to the right person at the right time. In fact, that’s one of the greatest benefits of your email list. When we all get so many emails you have the opportunity to customize your message every time.
Why Do I Need a Website?
Are you trying to communicate with people?
The days of one-on-one in-store sales are on the decline. Even if a consumer ends up buying a product in a brick-and-mortar store they have probably already done all the research on the web. Buying is a done deal.
Whether you’re a B2B or B2C company you’re a person-to-person business. Your website has to reflect that. It has to give the consumer the same “user experience” they’re used to in an offline setting.
Getting your message across to enough people to make your business profitable is only possible in the 21st century with a website. Social media, email, and other peripheral communications are all like movie trailers that get you interested so you’ll go to the theater. For today’s businesses that means all your social media should direct people to your website where you explain in more detail the benefits they’ll get from your superior solutions.
Why Should I Optimize My Website for Mobile?
Last year, according to Google over 60% of searches on the internet were made from mobile devices. More like 85% if you only look at Millennials and GenZers.
Mobile users expect your site to load fast. How fast? Some research suggests “in the blink of an eye,” which is about 400 milliseconds. You’ll lose one out of every four visitors to your mobile site if it takes more than 4 seconds to load. Are you ready to lose 25% of your customer traffic?
Not only should you make sure your website is optimized for mobile, but optimize it specifically for Google. Why Google? Of all the search engines, Google Search is the most widely used, with 92% of the global market search.
What does “optimized for mobile” mean? It means your content shows up neatly on a cell phone and it loads quickly. There are lots of fancy effects you can put on your website. But scrolling headers, videos that start automatically, and lots of images all add up to slower load times.
Mobile is here to stay. Desktop matters, but mobile is the future. Improving your mobile site speed will make your site better for users and easier for search engine bots to crawl.
What is SEO?
SEO stands for “search engine optimization.” It means the search engine bots can find your page and crawl it. The robots, or bots, are always crawling the web looking for answers to search queries. The goal of Google, and all search engines, is to make the user experience great so the user stays on their device longer.
SEO is good for Google – and it’s also good for searchers. When your website is SEO optimized the 1000s + of people looking for a solution to their problem will find your solution. It’s that important to your business growth.
What is a User Experience?
For a moment think about why you’re reading this. If it’s to gain information, see what the competition is doing, or find a solution to a problem, or any other reason one thing is critical. It MUST be easy to navigate and answer your question. It has to be quick and easy.
Nobody likes to work hard to find out what your business is about. A good user experience on the internet is just like a good experience in real life.
You want the signs to direct you where you can find your solutions and you want friendly people along the way.
What is Technical SEO?
This is all the behind-the-scenes coding that makes your website searchable by Google bots. Technical SEO also makes your site more user-friendly.
Much of the technical SEO is no longer code but fill-in-the-blanks on website software such as WordPress, Wix, Weebly, or Squarespace. Adding Alt tags to your images, optimized for SEO keywords, will make those images visible to the Google bots and help your site rank. Writing your snippet, that short description of what you offer under your URL and optimizing it for keywords is better than Google writing it for you.
Anything you leave blank the search engine has the opportunity to fill in – seldom to your benefit. These aren’t difficult but time-consuming, you have to know where to look, and you have to keep them up-to-date.
Compare technical SEO to a mechanic. With years of experience, she looks under the hood of your car and says “Oh, I know what the problem is…” And voila fixed. What you heard was a funny noise…somewhere.
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Time is money and in your disruptive industry, the first to present the BEST solution creates the most happiness in the world and the most market share.