More Common than I'd Like to Admit

Having a situation with a client that is a little more common than I like to admit.

The issue is that when money starts getting tight, THEN they want to know what we can do with the search engines. While there are certainly some strategies you can lube with a quick investment and get quick results, business owners in a panic do not understand (or choose to ignore) that search strategies (particularly organic) take continued investments of both time and money.

Now let me be clear - I am glad when any business starts looking at the Internet for the opportunity and possibility to grow what they are doing. This is a good thing. But this business has chosen to invest much less in the internet than was suggested (by me). I have had contact with them for a number of years, but our engagements were typically a little strange.

In almost every case, budget restrictions on money and time limited plans from finding their true potential. Money was rolling in and there was a lot of growth, so there was not that much concern with additional organic growth. There was work to do, but we did not often take full advantage of the opportunities as they presented themselves.

Fast-forward to now. Like many businesses today, this business is feeling the economic crunch of consumer apprehension, and is making less money on all fronts. Still well in the black mind you, but simply less of it coming in.

So they start examining channels, and the "How's our web presence?" discussion comes up. Questions flail out about SERP positions, social media, pay-per-click, video and everything "Internet" that has been reported on in the past 2 years.

The irritation comes from the fact that I had posed many potential paths for success when times were good, but it was determined a very low priority. Now, when the priority shifts and expectations need to be reset, some uncomfortable situations can occur.

Buck it Up
So it's a lame situation, but I am an SEO copywriter with a longstanding relationship on the line - so I am up for the challenge!

I go into my own files, and retrieve all of the reports and the proposals I had delivered in the last 2-3 years. I sort these into projects we had done, and ideas that never quite materialized. The second pile turned out to be smaller than I thought, and I was happy to see in front of me, the concrete proof of lots of progress.

I re-read the reports and suggestions, and realized I had plenty of material for re-pitching an SEO plan. Better still, I now had a few years of data stored up in analytics programs, so I could use real numbers to support my efforts to-date, and give a little more fact to my proposal.

So this week was spent looking over miles of analytics and reports from the past, spinning it all back into an action plan. It was at times frustrating and exciting - because I could see what might have been had we moved back when, but I was excited at the idea of making lots of headway armed with this information.

I do think we can get some great momentum going, because suddenly everyone in the company (that matters to my longevity here) is curious as to what I am up to now.

This is the common thing that I have seen - when things are good in a company and money is rolling in, there is like a fountain of cash spraying all over everyone. Lots of vendors in on it, lots of contracts and stuff happening. Less about scrutiny, more about reaching out into as many opportunities as possible.

Then, as money starts getting tight because this kind of spending simply does not make any sense, every stone is upturned in a panic, looking for answers. Under the rocks are dirt and slugs, but every business digs deep, hoping a few diamonds are unearthed.

All's Well, That Ends With Me Working
To continue this metaphor waaay too long, I am going to be this business' diamond. I have numbers, I have stats. I have newly refreshed strategies, and I can project a solid ROI. I can run lean and strike hard - needing only a little budget and some uninterrupted time. I can't work miracles, but I can build a stronger, deeper online presence. I can increase the money coming in from the website. I can reach more people than I am at present - in a thought: I can help.

Though this started off with me feeling pretty whiny about how good ideas often don't receive the attention they deserve until the panic has started, it ends with me being pretty grateful that I am called in to offer solutions again. There is every likelihood that I will pitch a strategy that will not see the light of day, or may be co-opted by someone else in the company. So be it.

Times are tough right now, and people are looking for answers. I do think a solid web strategy is essential for today's businesses. However, I don't think enough business owners see the web as they should, as a place to deploy small, continuous and comparatively inexpensive growth strategies. This means continuing to grow, steadily and with purpose, no matter how the economy is behaving.

I am going to put this all behind me for the minute, and go cut my grass outside. It's a beautiful day here in Atlanta...I want to go be a part of it.