Engineering Calmer Agencies & Consulting Firms: Calm is the New KPI Why SEO is Well-Suited For Privacy-Focused Marketing with Kim Herrington
When I was first thinking about what privacy-focused marketing meant, I asked a few of my favorite marketing friends: if THEY were going to do privacy-focused marketing, what would they do?
Universally, everyone came back with the answer of podcasting and SEO.
Podcasting is one of the very few places in the world of media still without automatic digital ad insertions, for the most part. Also, podcast data tracking is not that detailed. Download or subscriber numbers are notoriously unreliable and the ability to tie downloads to an individual is relatively difficult. So, in terms of content delivery, podcasting is pretty private.
This month, we've been talking about digital privacy and online security - and following along a bit with an experiment in privacy-focused marketing I decided to take on for my own business.
Since podcasting was already a major part of my marketing strategy, I was already using a privacy-focused podcast hosting platform, so for my experiment, there really wasn't anything for me to change.
Then we come to SEO—search engine optimization—which is the focus of THIS episode and was the next big piece that I added into my privacy-first marketing initiative. Up to this point in my business, I hadn't really paid much attention to SEO, assuming it was mostly for businesses larger than mine and that it would be something I added... someday.
But, in light of trying to figure out how to still get traffic and leads, while not tracking folks or paying advertising dollars to companies that I REALLY didn't want to support like Facebook, investing in making my content more searchable and PULLING people to me just made sense. They were already searching for the content anyway... why not be the answer to their questions?
To do this, I needed to find some support. I didn't have time (or honestly much of a desire) to learn the details of SEO. Enter Kim Herrington. Kim is an SEO consultant and the founder of Orsanna, a marketing agency for law firms, financial services, and other professional services.
I found Kim by listening to a podcast episode where she described the work she did for Paul Jarvis (the co-founder of Fathom from 2 episodes ago). Because Paul is so committed to digital privacy, I knew that Kim would be well-acquainted with the privacy-first approach I was trying to take.
Kim has been instrumental in helping me execute my privacy-focused marketing strategy and keeps me up to date on changes in the marketing and digital privacy world.
Listen to the full episode to hear:
- What Kim’s done for me behind-the-scenes at ScaleSpark
- Behind the scenes of ScaleSpark's privacy-focused marketing experiment
- Why SEO is the perfect strategy if you're concerned with data privacy in your own marketing
- The big changes coming with Facebook and Instagram and data tracking that we should all know about
Learn more about Kim Herrington:
Learn more about Susan:
- Scalespark Dollars + Decisions Roundtable
- Twitter @ScaleSpark
- LinkedIn @thesusanboles
Resources:
- Transistor.fm (affiliate)
Grab the Calm Service Design + Delivery Swipe File here