netmeg - 5:35 pm on Nov 30, 2010 (gmt 0)
I absolutely hate being passive
A client recently expressed concern to me that "only" 40% of his revenue was coming from search. I had to sit him down and explain why this was a GOOD thing, and if anything, we need to reduce it further. Not the revenue, but the percentage. He's been lucky; never suffered any major Google drops - so far, so he was assuming it could never happen to him. Fortunately there are lots of other things we are doing, including but not limited to, direct mail, email marketing, Facebook and LinkedIn, requesting links, writing papers and articles for industry magazines and websites, print advertising (they're not completely dead - really!), advertising in other people's email newsletters, developing a distributor network, considering an affiliate program. Only thing we're not looking at is TV and Radio cause he's a little too niche for that. We have notepads and mousepads and ballpoint pens printed up with the company information and make sure a few get tossed into every box that gets shipped out. Every employee (and me too, though I'm just the consultant) has a box of catalogs in his or her trunk in case the opportunity ever arises to hand one out. There is just SO MUCH you can do!
Don't get me wrong, I'm not a Google h8r nor a conspiracy theorist by any means. But I've been in business a long long time, and even before there was such a thing as a search engine I learned that you build your business on what you can control (active) and anything you can't control (passive) should be treated as incremental revenue that could disappear tomorrow. And very often will.