A lot of what is offered in the service space is intangible. People do not have a reference point of what it really costs.
Brief summary of show:
In this conversation, marketing expert Alison Kay talks about the crucial roles that Search Engine Optimization (SEO), email marketing, and audience research play in helping brands attract their desired audiences. Emphasizing the importance of a service-based approach to business, Alison discusses how to optimize brand strategy and its alignment with SEO to get the best results for service-based businesses.
The conversation includes discussions about engaging ideal clients, understanding their needs, optimizing online content for search engines, improving brand authority, enhancing team dynamics and workplace culture, and much more. Alison also stresses the value of shifting from generic marketing strategies to ones tailored to specific customer needs to improve brand visibility and relevance. Alison K supports brands putting good into the world with marketing consulting and training. She shows you how to make your marketing ethical, doable, and lovable so you stick with it to get the goods and do more good.
Her mandate: to raise marketing literacy for founders and small but mighty teams making a difference in the world. No matter how many fart jokes or bad puns it takes. When not acting the weirdo online, she can be found sharing her snacks with her two pet parrots in Nova Scotia, Canada.
Alison gives listeners actionable tips on:
[1:30] Brand strategy in terms of service based business and why it’s different
[4:10] How does SEO tie in with brand engagement
[5:50] Psychology of SEO and branding, and how it brings you closer to your customer and convert faster
[13:40] Authority and domain authority
[20:10] Asking your clients how they position you
[24:40] Why being a thought leader is not a strategy
[33:35] Taking golden nuggets and improving them over time
[36:35] Alison’s book review
[40:30] One big takeaway from this episode
Alison K's Book
From the publisher:
A soulful re-envisioning of what work and leadership can be, from the visionary mind of renowned author and thought leader, Seth Godin
The Song of Significance is a rousing contemplation on work: why it is the way it is, why it’s gotten so bad, what all of us–especially leaders–can do to make it better.
Economic instability and the rise of remote work have left us disconnected and disengaged. Alarmed managers are responding with harsh top-down edicts, layoffs, surveillance and mandatory meetings. Workers are responding by quiet quitting and working their wage. But it doesn’t have to be this way.
Through 144 provocative stanzas, legendary business author Seth Godin gets to the heart of what ails us; he shows what’s really at the root of these trends, and challenges us to do better in ways that matter.
The choice is simple. We can endure the hangover of industrial capitalism, keep treating people as disposable, and join in the AI-fueled race to the bottom. Or we come together to build a significant organization that enrolls, empowers, and trusts everyone to deliver their best work, no matter where they are.
This is a book to share with bosses and co-workers, to discuss and put to action. No matter what our role, it’s within our power to change. Because, as Godin writes, “Humans aren’t a resource. They are the point.”