First off, no Stairway. Why? Because everyone knows that “Stairway To Heaven” is like the first, and often only, song that teenage boys learn in order to impress some girl they want to makeout with. And I’ll be a monkey’s uncle if all Led Zeppelin taught me was how to score a little puppy love. The words of the wise are much more valuable than that.
So here it is… The golden lessons Led Zeppelin has taught me about content marketing and project management.
“Dazed and Confused”
Every day I work so hard, bringin’ home my hard earned pay
Try to love you baby, but you push me away.
Don’t know where you’re goin’, only know just where you’ve been,
Sweet little baby, I want you again.
This is exactly how many business execs feel about digital marketing: dazed and confused. To them, Google is out to destroy their dreams. Despite their hard work, Google is pushing them away. And it’s easy to feel dazed and confused when the search rules are constantly changing. So what is there to do? According to Robert Plant, we need to look at where search algorithms have been in order to see where they are going. And if Google’s Panda update has taught us anything, it’s to produce quality content that engages the user.
“Fool In The Rain”
An’ I’ll run in the rain ’til I’m breathless,
When I’m breathless I’ll run ’til I drop, hey!
An’ the thoughts of a fool’s gotta count,
I’m just a fool waitin’ on the wrong block ohh-yeah.
You can chase and chase an audience until you’re blue in the face, but you’ll never catch it if you’re not in the right place. This is a common mistake with businesses who want to be on every social media channel they read about. Instead, focus on just a few channels that are most relevant to your brand. Go ahead and dabble in channels like Yelp and Pinterest, but if it doesn’t work, then cut your loses and allocate your time and money where the fish are biting.
“Hots On For Nowhere”
I don’t ask that my feet fall on clover,
I don’t roam at opportunity’s door.
Why don’t you ask my advice, take it slower,
Let your story will be your finest reward.
Led Zeppelin is about the endless pursuit of love. And in the end, it’s not about finding love. It’s the journey, man. Business owners know more than anybody that success doesn’t happen overnight. It takes hard work and long hours. And embracing that journey is perhaps the best way to market your brand. Sales is all about human appeal. Real life stories give brands that human element. So what’s your story? What obstacles did you overcome to get where you are today? Whose lives have you touched along the way?
“When The Levee Breaks”
Cryin’ won’t help you, prayin’ won’t do you no good,
Now, cryin’ won’t help you, prayin’ won’t do you no good,
When the levee breaks, mama, you got to move.
If your website is broken, then move on! If your conversion funnel has sprung a leak, it’s time to patch it up. This could mean revamping your entire digital marketing strategy from the ground up. It could also mean finding a new agency—maybe one with 17 years of success? Whatever path you choose, “Mama, you got to move.”
I gotta roll, can’t stand still, got a flame in my heart, can’t get my fill.
Eyes that shine burning red, dreams of you all through my head.
A relentless passion to please the client is the fuel in our fire. However, this shouldn’t be mistaken for making friends. That’s not what we’re here to accomplish. We’re here to finely tune your digital properties. In many cases, that means pushing the client and challenging him or her to take a new direction. We’re not afraid to roll up our sleeves when it means the difference between a functional website and one worthy of a 15-minute drum solo.
“Over The Hills and Far Away”
Many is a word that only leaves you guessing
Guessing ’bout a thing you really ought to know, ooh!
You really ought to know…
You really ought to know… That we really want to jam with you! We may be way Up North in beautiful Traverse City, but we have phones and computers and things. So let’s talk! And of course, if you’d rather meet in person, we can do that too. After all, it’s a wonderful time of year for a “business trip” to Traverse City!