Not surprisingly you will find a lot about Search Engine Optimisation or SEO on this website – that’s what we do! However, SEO is just a specialised form of a generic marketing approach known as Optimisation.
The great thing about Optimisation is that it is marketing for no cost. It involves taking a close look at what you are currently doing, analysing each marketing approach in detail and maximising its potential. Your objective is to break down each element and optimise it to bring out the best.
You need to examine all of your systems and processes. For example consider how much effort goes into attracting customers through advertising. Optimisation is tweaking and improving the process.
You can improve many steps in a process. Critically look at the headlines in your advertisements. Do you follow them up with a phone call or email? What do you say?
Optimisation is about being obsessive about the detail of each marketing process before spending more money on new approaches.
Future articles in this series are going to consider how you can apply optimisation to advertising, sales and direct mail.
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