The challenge with using SEO and Performance Marketing to grow your business is that you are always at war.

You are always competing. You are always trying to beat the competition.

The platform algorithms don’t help. Ad costs go on increasing. Google’s algorithm keeps getting smarter by the day.

That doesn’t mean that we shouldn’t indulge in SEO and Performance Marketing. (SEO guys, I love you).

But over-dependence on these channels to grow your business is risky.

What’s a better way?

– Build a business that has a polarizing, brand narrative

– Add value to a specific group of people using deep, transformative content

– Sell an emotion, not a product

– Build a community

What would you add?