Anywho, I believe the Wild Wild West nature of the Internet has created an issue of just what will we, as users, of the medium adapt to versus adopt. First, let’s define the words. From Wiktionary, to adapt is “the capacity of an organism to be modified by circumstances”.  Adopt, on the other hand, is “To take by choice into relationship”.

There are certain things we may adapt to but either feel we have no choice or it may be temporary – like changes to Facebook – often times we adapt knowing the powers that be will finally figure out they goofed and change it – yet again. (Okay I will save my rants about Facebook for another post and I have a few).

There are, however, things we take up and adopt willingly. The difference is not subtle and I believe more attention by the major providers of Internet sites should pay attention to it.  Adapt has a breaking point, adopt does not and we will support and magnify the change. It increasingly becomes easy to adapt then figure out we will not adopt and can choose to abandon.

When you make changes to your site, services, or customer service policy – do you know if your customers and prospects are adapting or adopting? I continue to see major companies thrusting changes upon us – changes that people will not adopt or adapt to. The tools to market test have never been better – why is it not done more often?

Is it arrogance – I believe when you reach the 500,000,000 mark it becomes arrogance and I will review that in more detail on a future post.

Where do you find yourself adapting versus adopting?

Rick Simmons is a principal at Dinkum Interactive, a firm specializing in online marketing solutions for small and medium sized businesses around the globe. With more than 25 years of experience in advertising and marketing, Simmons has spent the last four years focused on search engine optimization, and other Internet marketing strategies.  Reach him at 267-626-9094 or rick@dinkuminteractive.com.

In their blog post “Loose[sic] the Lingo, Remember the Buyer”, Francis SEO (specialists in B2B SEO), isolate 2 areas to keep in mind when framing out a search strategy.

“First, remember you’re usually not talking to one buyer. A typical B2B purchase involves four, five, or more different people who ultimately influence the purchase decision. Sure, they share common organizational objectives—but they have unique perspectives, interests, agendas, and needs.”

This in itself poses difficulties in isolating search terms so a varied approach is recommended.

“The second force at work in B2B keyword strategies is the sophisticated, complex, and non-commoditized characteristics of B2B products and the unique industry vernaculars used to describe them. Terms you use to describe your products and services may not be the terms your prospects use in online searches.”

We do suggest performing some of your own user surveys. Whether you send a survey out to your current client email list, or casually during a networking meeting, this information can be highly valuable. This will help you to understand your prospects better and to help get your name/site/brand in front of the appropriate eyes.

When you talk their lingo, prospects will show up at your virtual doorstep delivered by that friendly taxi driver, El Google.