Santa Time-Shares His Elves with Google
I would like to share a holiday story with you, that has the benefits of blogging as its marketing message.
In order for this story to be most effective, though, you have to say out loud, “Hank, I believe in Santa Claus.” Go ahead. I’ll wait.
Ok… now to the story….
Many years ago, my good friend Santa Claus came to me and said “Hank, you have been an exceptionally Good Boy. Always on the NICE LIST (tm pending). For that reason, I want to hire you to solve a challenge I have been having for many years.”
Intrigued, I sat down with the Jolly Old Elf and within an hour, we hit upon the solution to what had been vexing him. It seems that over the centuries, Santa’s elves had gotten VERY good at their job of making toys. Couple that with the improvement in technology, and they were able to get all their work done in the two weeks prior to Santa’s All Night Ride (as they call Christmas Eve at the North Pole… who knew?).
Since he was paying them for the entire year, Santa wanted to find a way to get a better return on his investment.
We brought Santa into the War Room at Sedona Marketing Retreats and warmed up the Magic White Boards. As we worked on his demographics and marketing targets, one of Santa’s very helpful partners kept popping up: Google.
We made a couple of phone calls and worked out an incredible marketing joint venture.
Google had an issue that Santa could solve and within minutes, the deal was done.
Google’s issue? They have 1000’s of searches to solve every second. And as good as their computers are, Santa’s elves are FASTER!
So now, though you may not realize it, quite often when you type in a Google Search, it is a group of of Santa’s elves who have a quick meeting to decide which websites have been Naughty and which have been Nice. “So how,” you may ask, “do the Elves decide if a site is Naughty or Nice?”
THAT is the point of this blog!
You see, one of the deal points that Google and Santa made prior to using the Elves, was how would the toy-makers determine which websites would pop up on top. Google has a rule (and please note, this may, in future holiday seasons change) that if a website is considered “relevant” then it shows up higher. Relevance is determined, among other things, by how often the website changes and is updated.
The logic goes like this: The more a company uses its website as a tool to interact with its clients, the more relevant their site. We have all seen websites that DON’T do this. They were built 2,3,4 or more years ago and never change. They are rather like putting a picture of your business card (for more info on how to improve your business cards click here) on line in case someone needs your phone number.
BUT – if a company is constantly sharing information with its clients on the website, then it is more relevant. One of the easiest ways for you to do this is by having and updating your blog page on a regular basis.
We don’t normally talk about our clients in public, but we have shared this story as a way to keep in your mind the benefits of blogging. Just remember: Santa knows when you are Naughty and when you are Nice, and blogging puts you from getting a lump of coal in your stocking.