Ep 36 – Findability or how to let your customers find you – with Ray Grieselhuber

Ray GrieselhuberThere are usually two ways to acquire new customers online: either you try to reach them, usually through paid campaigns, or you let them find you, in which case you should be findable. This concept of “findability”has never been that crucial. You may have the best product in the world but if your customers don’t know how to find you, they will not buy from you.

As trivial as it may seem, many companies still spend a tremendous amount of resources to conduct paid advertising and tend to neglect organic traffic. Today, there are several ways to increase your chances of being seen online: SEO, social media, email marketing, content marketing etc. But it is hard to easily measure and assess the performance of each strategy.

To solve this problem, my guest Ray Grieselhuber founded GinzaMarkets, helping companies improve their brand findability. Ray gives valuable advice on best practices to be found online and we also debate about the overemphasis of companies to acquire new customers at the expense of retaining existing ones.

While Ray initially created his company in Japan, he explains what led him to relocate the HQ to the US. Today his company is distributed over many countries, from Poland to Pakistan, and he shares with us how he handles the workflows but also communication across teams of various background and cultures.

Before starting GinzaMarkets, Ray spent a year off traveling the world. In this interview, I spend some time trying to understand how this experience has changed his personal and professional life.

Ray was probably one of my most inspiring guest and he surely gave me the most out-of-the-box responses to my quick-fire questions.

Questions: What are today’s best practices to be found online? What would you do if you could take a year off? (reply in the comments)

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  • (2:32) Introduction of Ray
  • (5:46) Traveling the world for a year
  • (14:08) Leaving a startup to make your own
  • (16:26) Distributed team
  • (22:39) Findability
  • (26:09) Customer acquisition vs. retention
  • (28:40) Customer profiles
  • (30:37) How to acquire customers
  • (34:20) Why relocating the HQ
  • (35:50) Long term vision
  • (38:32) Quick-fire questions

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