The Internet Has Changed Marketing—But Not That Much
Let’s face it—most of us are not equipped to market our business without some outside help. It is not because marketing is extremely difficult, mysterious, or impossible to understand, but because marketing requires hard work and practical experience to make good decisions.
Although Internet marketing has changed the way many businesses choose to present themselves, the core strategies and principles have not been altered. Before you decide to hire a marketing firm to handle your Internet image, make sure you have a firm grasp of two key principles.
A Client on the Site Is Worth Two on the Net
One of the most reliable methods of maintaining a successful business is to value the customers you already have. Sure, you need to advertise and attract new customers, but returning customers are where your real value lies.
This principle is even truer on the Internet, because revenue is only really generated by readers who visit the site repeatedly. Sadly, many businesses get caught up obsessing over page ranking and keywords and completely ignore this fact.
Create an environment that rewards repeated visits.
Do Not Waste Your Customer’s Time
When you are selling something, you understand that your product must be worth the purchase price or people will quickly pass you by.
Since the Internet is free to use, it is easy to think that your Web site is “free” and to then try to pitch your business as aggressively as possible on your site. This is a terrible error, however, because you will lose your readers before you get a chance to prove your worth.
As the old adage goes, “time is money,” and the attention span of readers online is often in extremely limited supply.
Make sure your clients get something valuable that is worth their precious time.
If you keep these two things in mind, your marketing team will be able to create a Web site that truly shines above your competition.
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