PeterD’s recent article, The Unexpected Success, reminded me of how marketing plans often need to be changed because of an unforeseen success.
He writes about companies who strayed from their original goals because better opportunities came up. For example, Macy’s wanted to be known as a high-end clothing retailer. But then, they unexpectedly got a lot of sales from appliances. They realized there was an opportunity so they added more resources to promote their appliance brand and as a result, their business reached new heights.
Also, he brings up the famous example of old school business veterans: IBM. He writes:
The original IBM computers were scientific instruments meant for arcane academic research purposes. However, businesses started to buy computers for more mundane, everyday functions, like payroll. IBM reoriented their company around business machines, and the rest is history. Had IBM not tuned into what was working, rather than what their business plan said should be working, they probably wouldn’t be here today.
In my experience, this kind of unexpected success happens all the time in SEO. But you have to be flexible and ready enough to change your initial plans to take advantage of the success.