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Reaching customers when they don't know you exist

If you are a billion dollar company, with a cult-like following of people who are clamouring to buy your fashion brand, why in God’s green earth would you build a store in the middle of the desert?

This sounds absurd and even cries “Photoshopped!”

Truth is, on some level it is believable. Let’s take a look at the average small business…

With a limited budget, many small business owners rely on word of mouth to grow their business. Though this is the best method for long term growth, it doesn’t help in the here and now.

With the wide acceptance of technology and the internet, having a business website has become almost as important as having business cards.

Having a website is great, most businesses do. In fact, more than 70% of small businesses have a website.

The problem isn’t whether you have a website or not. The problem is having a website that potential customers can’t find.

How do I know I have a “working” website?

A website is an investment and must be seen as ongoing advertising that is open to customers 24/7/365. Before a customer sends you a message or calls your business, they have to know you exist.

Just throwing a website online does not mean that you are going to appear in front of the customer, let alone attract them! It takes a little more effort than that.

To get them to the website, it takes search engine optimization (SEO). That means applying certain techniques to a website to make it more attractive to Google. When a website follows Google’s requirements for layout, content and code, Google ranks them higher in their search results.

In fact, Google ranks websites based on over 200 criteria! 😮

With over 1.5 million unique monthly visitors and 95% of their traffic from unpaid sources, even Prada knows the importance of website traffic. So why would they put a store in the middle of a desert? Stay tuned…

I have good SEO, what next?

After your website is search engine optimized, the goal becomes conversion. You want to take website visitors and turn them into customers.

This may be done through countless different techniques like calls-to-action, promotions, urgency, social proof and more. It really varies from business to business and marketing strategy needs to be planned and customized for each business individually.

Need a company who’s main goal is improving reach, generating leads and turning visitor’s into customers, send us a message. We’d be happy to help!


What is Prada up to?

Prada is a fashion company with annual revenue nearing the $4 billion mark. So why would they risk putting a store in the middle of a desert to sell the Prada brand?

To date, the store has yet to make a sale!

This is because, though it is a legit store, it isn’t open for business. It is nothing but an art installation. Yup, the store you see in the photo is for the purpose of art… so they say.

Being a marketing professional, I know that there is much more to it than that. After all, they got me talking and you reading. 🙂



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