Moving to Social Media

I started my career in the ad agency business thirty years ago so you can imagine the changes I’ve seen take place in the industry.  Nothing compares to the transformation that has happened in the past few years with online marketing.  I’m not downplaying the value of traditional media such as radio, TV, print, outdoor, etc. but if you’re not thinking online marketing, you’re making a big mistake!  Research shows that ninety two percent (92%) of customers search online before purchasing a product or service.  If they can’t find you online, it’s highly unlikely your products or services will even be a consideration.  Amazingly, eighty seven percent (87%) of businesses fail to have an online strategy.

 It’s not just a matter of accessing the web from the comfort of your home or office anymore.  I recently switched to the Apple iPhone.  The internet access is amazing.  With the iPhone, I have instant access to what I need at the time I need it – no matter where I’m located. 

Instant access is a key point that should have the attention of every marketer that has control of an advertising or PR budget.  Online marketing enables your message to be delivered precisely at the moment it is needed.  Unless an online strategy has been deployed for your products and services, don’t expect there to be much return from your investment in a great looking website or even from the purchase of colorful, animated banner ads.  The strategies that apply to traditional media are different than those for new media. Traditional media enables you to talk to people.  New media enables you to engage in a conversation with even more people.  Marketing on the web is about understanding keywords and phrases that your potential customers will be searching.  Next you will want to develop a strategy using mini-campaigns to drive them to pages containing an abundance of data regarding the subject they are researching.  Once they acknowledge that you understand their problem, they will be open to reading about the solution(s) you offer to solve it. By providing this information, you are well on your way to building online relationships.  The content you provide demonstrates your expertise in the subject.  If the information you are providing is well organized, you can lead visitors through the sales process to the extent that they make a commitment to your offering.

 Online strategies are the key to success on the web.  It’s not “If You Build It, They Will Come”, but rather; “If It’s Valuable, They Will Come.”