Jacqui Burke (dot com) logo
Business Diviner.
Digital Marketing Specialist.
Social Media Manager.

The Marketer’s Nightmare

(And The One Thing That Could Have Made It Dreamy)

The Marketer’s Nightmare

I would like to tell you a wee story. I am calling it the Marketer’s Nightmare because I watched the marketing fail over and over in this one story — and, I think these failures are quite common. Not all at once usually but quite common. Through this real story, I think we can learn a few lessons.

What Actually Happened

I am staying with friends. These folks live in a stunning home in North Toronto which needs a lot of care. They have ‘guys’ for everything, including tree care.

The lady of the house came in just the other day with a pic of a tree that was being choked out by an invasive ivy. She wanted to call her tree guy. His name is Aaron. She likes Aaron. Aaron has a dog and they often bump into each other at a local off-leash dog park. They are almost friends. She is motivated to give him the business.

She half remembers the name of the company and does a google search but she can see no mention of Aaron. She laughs about the site having a blog. She really wants to call the right company. She remembers that she found Aaron originally through a job portal site. She goes to that site and then finds it hard to log into, cumbersome to use. She is frustrated. She then remembers that he gave her a business card at some point. She goes to her collection of business cards, a stack that is a good three inches high, and goes through each one. She ends up not finding his card and questioning whether she got a card in the first place. She gives that up and turns back to the website she thinks is his, calls, and asks for Aaron. No one there by that name. She is stymied until I google Aaron Toronto tree doctor and I come up with an entry praising Aaron for his great work, the name of the company (very close to the other company), and a phone number. She calls and Aaron answers. Phew. As she said, though: “Oh my god, a half an hour later….”

Oooookay, where did this go wrong? Well, where didn’t it? At many points, both Aaron *and his competitor* had an equal chance at this business. Let’s take a look at this

The Name of the Company

Current advice regarding naming your company and your website rests solely on the idea that google is looking for you and if you include google keywords in your company name and/or website name, you will be foudn by more folks. This is great advice. Two out of every three online searches start with google and the bulk of purchases are starting with online searches.

So if you are a tree doctor in Toronto, you might want a business that is called Tree Care Toronto or Toronto Tree Care. Cool, cool, cool. Solid marketing choice.But what happens when somebody is specifically looking for you? What happens when they are presented with six or seven companies with very similar names designed to maximize key word search on google? How do you stand out?

Well, you have to *also* incorporate something very personal into your company name or website title that will help find *you*. In this case, consider Aaron’s Tree Care in Toronto. This leaves most of the site title or company name chock full of keywords BUT also allows you to personally brand; so people can find you, specifically. If you are looking for business in a certain part of the city, try something like Aaron’s Tree Care North Toronto.

The Blog Moment

The customer hit the site of the competitor and started to laugh – and the site owner lost the chance to take that client. Why? The site had a blog. Now, why is this funny? Blogs are usually opportunities for experts to strut their stuff, show off their prowess, But, clearly a tree care blog is not going to attract this client. In fact, the idea even turned her off.So, what would?I would suggest that prominently displayed examples of the work accompanied by client recommendations might sell a tradsperson way more than a blog about how to prep your tree for winter (something this woman is never going to do because she hires people to do that for her).

The Job Portal Site

Signing up with a job portal site is a great idea for folks who want  to start building their clientelle — and leave the marketing etcetera to the experts. However, these sites need to be constantly monitored to ensure that you can be found on them. If a site change makes the site cumbersome and difficult….COMPLAIN. Make sure these portal sites are serving you, not only in attracting new business but, also, with return business.

The Business Card

As my friend went through her business cards, I was struck by how similar they all were. Find something that makes you special, that people remember, and incorporate that into a design of a card that people will not forget. Personal branding. A striking card is often remembered — did you give me a business card? Oh yes! I remember your picture on the front!

The Telephone Call

Again, this is a moment in which a company lost the chance to attract a new client. Why? They didn’t even ask if there was a way they could help! Whomever is answering your phone is your front line sales person. Make sure they are trained to ask a few questions and really try and win the business,

The Online Review

Online reviews are amazing. Make sure you have many in various sites and portals.

The Contact

Contact was finally made, the order placed, and an appointment set. But when the client hung up, she, rightly, complained about how hard the whole process had been.

The One Thing That Could Have Avoided All This

What? Well a simple newsletter. Ongoing contact, low key and offering services? That’s all this company needed to ensure that this client not only found him but, also, felt really good about the process. Pro tip? Ask us about Google My Business.

There are a lot of trees out there in the woods, you know? They are all beautiful and attractive in their own right. And they can all look alike. But we all know each is different and some are better than others. You should make sure they find yours.

Jacqui Burke is a marketer and theatrical director in Toronto, ON. She has been working in both fields for over thirty years (cause you can’t put on a show without getting the word out), is capaable of bringing old tecniques in line with the latest in tecnology and can offer. Her agency offers not only consulting but, also, top notch services including hosting, social media content and posting, video development, and website design. Got a question? Let her know!

Thanks for reading! If you want to help me out, go ahead and click on an ad on this page. It makes me an incremental amount of money which will encourage me to continue. 

Jacqui Burke is a storyteller who writes and who also directs theatre. Jacqui has been telling stories for almost all her life (if you count the bedtime stories when her child was wee).

Jacqui is also very geeky and loves the puzzle of SEO. She offers SEO optimization and blogging services.

Contact her here for a free consult.

Think we might be a fit?
Let's find out.

Google Reviews

  • Jaybird Social Media provided excellent knowledge transfer when I needed some advice with online marketing. Jacqui evaluated the specific needs for my small artisan business and pointed me in the direction I need to be going. I felt like she understood my business and the whys and wherefores of social media and marketing and highly recommend Jaybird’s services.

    Lynn Wyminga Avatar Lynn Wyminga
    February 11, 2015
  • Music TORONTO has enjoyed working with Jacqui and Jaybird Social Media. Her professionalism and quick turnaround time make it a pleasure to work with her on projects like app development and movie screen ads!

    Heather Lacey Avatar Heather Lacey
    February 11, 2016
  • Jacqui and Jaybird Social Media have be awesome to work with and instrumental in the successful orchestration of our social media campaign. They have made a huge difference. I highly recommend them.

    Gregory Neely Avatar Gregory Neely
    February 11, 2016
  • Whoa! If this is what Jacqui offers in a free one hour consult, I can’t imagine the riches of her paid service. Jacqui shared so much of her knowledge in that small space of time, most of which was applicable and relevant. Thanks so much Jacqui.

    P3 Midwifery Avatar P3 Midwifery
    February 11, 2019
  • I approached Jacqui to design a campaign website for me as I seek re-election as a Trustee for the TDSB. From our first meeting, I knew I had made the right choice. Jacqui had done her research and came equipped with a variety of suggestions to enhance my campaign both with the website and other aspects of the process. During the design of the website, my campaign team and I suggested changes long after Jacqui had done the initial layout. I delayed the date for going live on several occasions. No problem! She responded to all suggestions positively and made them work, no matter how far-fetched. Her rates were reasonable and very much worth the money spent. I have already linked Jacqui up with another candidate and will continue to recommend Jaybird Social Media in the future. Jerry Chadwick

    Jerry Chadwick Avatar Jerry Chadwick
    February 11, 2015
  • Good

    Chas Ellis Avatar Chas Ellis
    February 11, 2020
  • Jacqui’s skills as a graphic artist, a web designed and social media expert are solid. I use her for press releases, for social media campaigns, for graphic design and web design and I have nothing but good things to say. I can highly recommend her to you for your part or full time business. And please pay close attention to the need for your site to be mobile friendly, as once Jacqui made the adjustment to my site the number of unique (first time) visitors to those who became serious prospects for my service nearly doubled!

    Eskimo Pete Avatar Eskimo Pete
    February 11, 2019
  • Jaybird Social Media is an excellent resource for social media needs. Jacqui is incredibly knowledgeable and skilled and won’t just tell you what needs to be done but demonstrate clearly through her work the benefits of what needs to be done. She walked us through exactly what is important, why a business should do certain things in social media, and the results one can expect from specific actions. When you’re looking to get your business online and make yourself visible, it’s important to pick somebody who you can trust. After all, every business is your own pride and joy, and it’s important to know that your investments into your own business are worthwhile. Working with Jaybird Social Media was a joy and the results show. Thank you!

    Purple Squirrels Avatar Purple Squirrels
    February 11, 2015

Examples of Work

some social feeds i work on
for others

some recent creative and copy I worked on

© 2024 Jacqui Burke. All rights reserved.
Please read our privacy policy here.