A jack of all trades needs a master of marketing

If your business offers more than one product or service you need to consider these three statements:

1. The internet has empowered consumers to be well informed and price conscious when it comes to buying products and services locally online.

2. Google enables consumers to find the best possible match to their exact requirements based on the keywords used in search enquiries.

3. Google’s ability to find the best possible match to a consumers exact requirements is killing your business.

Anyone who has a rudimentary understanding of how the internet and search engines work, will generally accept that statements 1 and 2 are true. The third statement needs an explanation.

Perfectly Segmented Market

Market Segmentation

In the image above you will see two graphs which show a breakdown of the services sold by an ‘Electrical Contractor’ in 2011 and 2016. Over the 5 year period the business owner had reported a steady decline of work in all areas except their core product offering. For example, ‘Fire Alarm Installations’ accounted for 20% of the company’s revenue in 2011, but by 2016 only 2% of business revenues were attributed to ‘Fire Alarm Installations”.

The business owner had no idea why business revenues were in decline or that they had been steadily losing work in certain arrears such as ‘Fire Alarm Installations’. When asked about the fortunes of competing businesses over the same period of time, the business owner suggested that competing businesses were actually doing well and even expanding in specialist areas including ‘Fire Alarm Installations’. The business owner suggested that the most probable reason for their gains against his losses was most likely based on price discounting.

Keyword Searches

Keyword searches on Google for the various services the business owner offered revealed a completely different explanation. The business owner only showed up on the first 2 pages of Google for his core service offering of ‘Electrical Installations’, but could not be found for any other service they offered. Interestingly, competitors to the business reported to be doing much better in the marketplace and gaining work in several specialist areas could be found in many of the related keyword searches.

Given that in the UK 85.65% of consumers search on Google for the products and services they will buy locally (statista.com, 2016). It quickly became clear to the business owner that improvements needed to be made to their online presence, if they were going to regain market share. What we also discovered was that the business owners website was only visible on desktop Google searches and not on mobile Google searches.

Google prefers mobile friendly websites

Why is this happening? Well, Since April 2015 Google has been showing preference in search engine rankings for websites that are mobile friendly. If your business website is not mobile friendly, you may already be losing customers to your competitors who have a mobile friendly website. Today, more than 50% of consumers will be searching on their smartphones. This trend is set to continue and what this means for businesses owners without mobile optimised websites is that they will continue to lose visibility and business online.

If your business is in decline or you are losing market share to your competitors, I can definitely help you. For a free no obligation consultation send me an email with your details and I will call you to arrange a mutually convenient time to discuss your business needs and requirements.

Craig Carden MBA MRes FInstLM
Marketing For You (UK) Ltd