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Wednesday, June 17th 2015[/caption]
Almost every business struggles to keep on par with technology, and with good reason. It seems just as your company starts to master a software or technology, the next best thing comes along to replace it. This creates a paradox for managers and business owners alike. If you don't upgrade to new technologies, you could fall by the way side as your competition thrives. If you invest in the wrong technologies, you are spending valuable resources that could be better allocated elsewhere. So what should you do?
In case you couldn't make it to our recent Open House event, we will be coming to you with a 3-Part Blog Series recapping some of the most important takeaways from our speakers on what you should do with technology for your company. Up first we have an interview with Shawna Kenyon from Gruen Agency.
SHAWNA K. | GRUEN AGENCY MPLS
What is your title and what does your job consist of?
I lead the SEO (Search Engine Optimization) team at Gruen Agency, a local Minneapolis-based digital marketing agency. When I'm not developing and implementing strategy for client programs, I'm helping train my team to be the best practitioners in our field.
Tell us a little about your company.
Gruen Agency started over 20 years ago when local search was offline, in the form of Yellow Pages & Print Advertising. As Search Marketing began to evolve in the early 2000's, so did Gruen Agency. Today, we have become a full-service digital marketing agency, based locally here in Minneapolis.
Why is digital marketing and SEO so important in today's world?
To understand why SEO is important, its important to first understand how and why buying behaviors have changed. Much of how we make buying decisions is based on research we do online. Customer testimonials, price comparison-shopping and product research are all done from the comfort of our homes and offices. Search engines like Google are getting better with separating good content from bad, and users now have more control over information their presented with online. SEO is one of the most powerful online tools we can deploy to help influence and impact those buying decisions.
How can digital marketing and SEO impact a company's overall marketing strategy?
SEO not only forces businesses to understand how users engage with their brand, but also helps to drive and improve those interactions. For example, if Company A sells red widgets and is known for selling red widgets, but has now decided based on the needs of the market place that there is a need for blue widgets, they can use SEO and digital marketing to drive and build awareness around this new endeavor.
What does it take for companies to stay competitive in the current digital marketing landscape?
Companies can no longer rest on their brand alone. Companies that are succeeding are actively looking to attract, and engage customers again and again. Anticipating a customers needs and meeting those needs in a way that is meaningful can greatly differentiate a brand from its competition.
What advice do you have for small business owners looking to dive into digital marketing?
Share your own story. Promote what makes you unique. Are you a family owned company? Has your business been around for 100 years? Do you have exceptional customer service? Remember that you don't have to be all things to all people.
What do you hope businesses can take away from your learning session?
That SEO doesn't have to be a complex and ambiguous thing. SEO at its core is a means to attract and convert customers by answering their questions and solving their problems.
At Coordinated, we strive to help businesses of all sizes stay up to date with the latest technology. We strongly believe that businesses helping businesses is a way that we all win. That's why we host our annual Open House with free learning seminars. Stay tuned for Part 2 in the series with Orange Label Art + Advertising's own Wes Phillips.