John Andrews is a Competitive Webmaster and Search Engine Optimization Consultant in Seattle, Washington. This is John Andrews blog on issues of interest to the SEO community and competitive webmasters. Want to know more?

johnon.com  Competitive Web & SEO
July 18th, 2010 by john andrews

Web Marketing is Building Relationships – One Minute Relationships

Sort of funny: I’m reading a website that ranks for HealthCare Seach Marketing, and it’s an ad agency that’s “all about building relationships“. Okay… I get warm fuzzies when I read that. Customers… relationships. I get it. But in healthcare, I start thinking hmm… maybe not. Well..

So I figure sites like WhatDiseaseDoYouReallyHave.com (not a real site…yet) might be about building relationships. Or WebMD and the Mayo Clinic info site (which cost millions to build) are about the health infosumer relationship building. They want people to think of them as references. Sort of. Really, though, it depends on web site goals. And many of these sites seem to have goals like the following:

  • generate ad revenue (ad impressions and clicks)
  • generate sign ups for a white paper or free trial (lead gen)
  • issue framing (influence the way an issue is viewed by the market)
  • brand placement
  • marketing (expand ability to achieve above goals)

So honestly, if this is “relationship building” it’s about 1 minute relationships. Shorter even than, say, the World’s Oldest Profession.

Of course much health marketing revolves around “community building” these days, which has been thrown under the bus by Social Media (thank you for doing that, Social Media. I’m so tired of hyped up, shill-filled health ailment communities).An awful lot of healthcare search marketing is about lead gen (move them to the phone or get them to stop by), or audience building (get them to sign up, register themselves, claim their profile).

One area where relationship building is everything is influencing the influencers. That is truly all about the relationship. Unfortunately, it is ultimately all about money, too. Oh, sorry. Not “money”, per se, but rather currency. Like it or not, most influencers already know they have some authority and in today’s economy, money currency talks.

Healthcare Search Marketing – Relationship Building One minute at a time, or One Shekel at a time.

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July 18th, 2010 by john andrews

BlueGlass LA

There is no substitute for “being there”.

When several established hard workers/players in the search marketing space make a move to combine forces, you have to pay attention. When they do it quickly, and apparently successfully from an operational perspective, you have to admire their commitment to both the concept and the success goals. And when they produce a new entity that looks, acts, and sounds like the Digital Marketing Agency we’ve all wished existed for the past 2 years, you have to say whoa….

And if you’re me, you have to go witness the dynamic yourself; to judge what the real deal is.  There is no substitute for being there, so I’ll be at BlueGlassLA meeting up with my friends and their friends this coming week.

I hope to see you there.

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