Simply Friday

Business & Marketing Strategy

In defense of BIG!

America's a big place - like - really big - you could lose my small island from the north sea inside a single state - a few times! 

Big used to be good but then, things changed.

Image by   
   Linh Nguyen - click for larger version - it's pretty awesome!   
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Image by Linh Nguyen - click for larger version - it's pretty awesome!

When the internet arrived, size became less advantageous than speed, flexibility, accessibility and hell even relateability (if that's even a word!)  The playing field got leveled a little and small business owners started punching well above their weight.

The last decade saw an explosion in promotional material as everyone competed for attention in a massively distributed and always connected world.  Smart hucksters gamed the algorithm, marketing became untrustworthy, Spam became a verb and everyone struggled to get their message out in compelling bite size pieces.

Awesome huh!?

We're still there - the frequency model is still the primary traffic driver, particularly if you're starting out, however, there's a shift taking place and as with everything in life it involves the pendulum swinging back the other way.

There's a school of thought (and some data) that posits that if you tracked the efficacy of one big piece of content against multiple small pieces of content - produced from the same human being in the same amount of time,  the big content will convert better than the multiple pieces of small content.  What do you think about that?

This is what I think

I think people are looking for quality, they're looking for value, they're looking for something that doesn't waste their time and that rewards their attention.  I think it's really hard to produce good quality short form content over time and that most small business owners are too busy running their operations to be able to devote their time and attention to this kind of marketing.

I think there's a need for frequency marketing and I think it can be outsourced and managed just like any aspect of your business - we've proved this in a number of clients.

I think the production of longer form or "Big" content, call it an eBook, a white paper, a slideshow, an info-graphic, a video, whatever the form, that is produced with your full attention and focus, that has real value and actually helps your customers and clients, is going to become an essential part of your marketing.

So what should you do?

Get in touch here and lets chat.

Image Credit: Linh Nguyen

Written while listening to this:

It's Scary How Easy It Is To Find You...

...if you do the work! 

Mobile, Location - Mobile, Location - Mobile, Location - Mobile, Location - Mobile, Location -  

Mobile, Location - Mobile, Location - Mobile, Location - Mobile, Location - Mobile, Location -  

See the three kids above?  I want you to imagine that they're spinning round singing, possessed by some unseen force and the words coming out of their mouths with unstoppable repetition...


"Mobile, Location - Mobile, Location - Mobile, Location - ..."  (repeat ad infinitum)


There - that should nail the message home!


  • Mobile usage is increasing at terrifying speeds

  • GPS is baked into mobile devices

  • Location is a huge weighting in search results

  • If you've got a physical location where people come to meet you and give you money, you've got a huge opportunity

Do This

Clearly you should have a plan on how to incorporate this knowledge into your marketing strategy, however - here's one thing you can do now.

Go write a blog post about where your office is, tell people how to get there - the address, the cross streets and especially the neighborhood and zip code.  For extra points talk about why you chose the neighborhood, how long you've been there - what you like about it, the parking, the restaurants etc.

Take some photos of your office from the outside and publish them with the blog post, if you're using Squarespace, geotag the post, at the very least write the image alt description to include the location.

If you have no idea what that last bit means - get in touch, you could use some help.

Happy Halloween! 

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