Technology has made traveling to your destination easier. No more cumbersome roadmaps to try to fold back together, and you can choose options like the shortest route or the fastest route or the route with the least construction to get you to your destination.
But you must have a destination in mind. You would never open your device and say, “Hey Siri, take me somewhere”.
Your customers also have options when they’re shopping.
If your marketing is effective they’ll ask Siri or Google or their GPS to take them to your destination.
You don’t want your customers searching aimlessly through sites that reveal your competitors. You want them to already have a pre-need pre-search awareness and preference for your business.
Internet guru Seth Godin says, “It’s better to be sought online than to be found”.
If you’re found by accident, you’re competing with every other business in your category that is also found by accident. But when customers search for you by name, two things happen:
1.) When you are sought by name, you are guaranteed to be found online
2.) The pre-search awareness and preference you’ve created for your business will give you a leg up on any competitors who might be found during the journey.