In this first of a series of three explaining the basics of Internet Marketing, read about why Internet Marketing should be of interest to business owners; consider questions about your current online marketing.
Consumers Tune Out Interruptions
Consumers are increasingly tuning out advertising that interrupts. Marketing folks call that push marketing, and it’s become less effective as potential customers get better at tuning it out. They time-shift through television (or watch online), stand over the recycle bin to sort mail, get their news online, and opt in to Do Not Call by the millions.
Consumers are also less likely to walk into the store, talk to a salesperson and purchase on the spot. They research products and services online before buying. They rely on friends’ recommendations on Facebook and Twitter, scan reviews on Amazon, and compare prices online even if they eventually purchase at a brick and mortar store. We’ve provided statistics and graphs in our Internet Marketing 101.
Internet Marketing: Be There When They Look for You
Being there when your future customers want more information and making it easy for them to buy from you by keeping in touch – at their request – is what Internet Marketing is all about. Marketing folks call that pull marketing or Inbound Marketing. When your potential customers are ready to pull in more info, you make their quest simple with helpful, easy-to-find information.
Internet Marketing: Basic Questions for Small Business
- Are you there when potential customers are ready to find out more about your products and services?
- Are you providing helpful information that will help them ask good questions and choose the product or service that best meets their needs?
- Can they find this information quickly and easily by searching on the Internet?
- Can they find out about your business and why they should buy from you instead of someone else?
- Once they get there, is the next step obvious, and do you make it easy for them to take that next step?