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Ok, what do you do when your target audience is ignorant about the service you are intending to sell to them?

I think I am not clear enough. Let’s take an example.

Let’s say that you are a SEO company and you have a direct marketing team who work hard to find new clients who are not educated enough on search marketing and optimization. To add to this, you have well qualified SEO and SEM professionals to perform the jobs necessary to improve the website’s ranking.

Is this a problem?

Of course it is. It is very tough to make them understand what you are planning and what may be the outcome. It is tough to make them understand why short term profit may be poisonous for their longevity. It is tough to make them understand which keywords would bring them business and why the website needs a redesign.

What would you do then?

A lot of SEO companies publish blog and say that those posts would help their clients to understand SEO. However, as far as my experience goes, these posts do not help the clients unless they start identifying what they should know. At this point, a lot of webmasters would say that in such a situation they would recommend related posts from different parts of the web to their client or ask them to find out on their own.

What about creating a SEO Knowledge Base for your client and leave the blog alone to communicate with other webmasters! (Well, if you use your blog to educate your clients, the content may miss out your own website’s promotional scheme.)

Why you need to publish a knowledge base when the internet is full of information on how to SEO?

I agree that web is full of SEO but it is not well organized. Moreover, you may differ to some content and you may have your own process and strategy.

What would be there in the knowledge base?

It should be a simple guide on what SEO is and what you can expect from it and how. You may link to other web pages for more information on a topic.

Make sure that someone (the concerned person) from the client company reads that guide.
Why should they pay you for something they already know?

They would pay you because you have the expertise and experience to do that. Companies often do not have enough time and resources to start an in-house SEO section.

I have written about SEO just as an example. Do you have such a space in your domain?

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