The Wake-Up Call Your Business Needs
Kaufman Trailers is arguably the most well-known retailer of construction and automotive grade trailers East of the Mississippi and possibly the United States. In 2008, they started to migrate their efforts to strategic internet marketing.
Not the "fluff, feel-good, artsy, bloated statistics" internet marketing plan, but a "nuts and bolts, track everything and fine-tune" internet marketing plan. My job was to start this project as well as fine-tune their traditional campaigns. In 2009, it was announced at their annual function the Internet was the major contributor the company was able to maintain its position in the market. The CEO also announced if it wasn't for the internet, Kaufman would be in a completely different place. Quite a testimony for the the power of the internet...
The Cold, Hard Truth:
To survive you have to realize that hiring a college kid or an unqualified internet marketing provider to manage your internet plan is the beginning-of-the-end for your business. It may be a slow death, but a death nevertheless. The internet world is growing. You can't afford to create a generic website and trust an SEO firm to push you to the top of Google. You need the right message, tone, design, keyword focus, site architecture, interactivity, PPC campaign, social media outlets, LOCAL marketing campaign, and a host of other variables to capture your segment of the market. The providers looking to make a "quick buck" or a college student can only give the appearance that you are "doing something with the internet".
...And the Sharks Smell Blood:
The sad truth is for every marketing professional, there a hundreds of less-than-qualified alternatives that "talk a good game". They use inspiring buzz words and promise the world while delivering little. I've had several providers even publish my articles and take full credit for the content! They know how to manipulate appearances of success like rank your business on the top page of Google for non-competitive, useless phrases. Like a child wielding a gun, they don't know the damage they are causing in the internet marketing world or for each business they mislead.
The result is dismal: Businesses either throw away thousands of dollars reinventing the wheel or think the internet will not work for their particular business. This result is a sad report card for the most explosive marketing opportunity ever.
Your Wake-Up Call
First, you have to realize 97% of all purchases involve the internet. That includes on a local, regional, national, OR even a global scale. You need to understand that hiring the wrong person because of low-price or over-promise is business suicide. And last, you need to take your effort with the internet seriously and not have a "dip your toes in it and see what happens" perspective. Are you up to the challenge?
A Call To Action
Find a qualified Internet Marketing Expert first. Not a designer, not an "SEO guy" but someone who is qualified to evaluate your business and provide you a predictable, blueprint that can be followed and adjusted as data is captured. Look for qualifications such as marketing experience in both traditional media as well as internet-based marketing. Certifications with SEMPO or Adobe's A.C.E. programs are indicators a provider is serious about their profession. You want a provider who can offer an exclusive agreement to serve you and not your direct competitors. And most important, realize this is not an overnight venture. It takes time to gain respect as an online authority, massage your content, and fine-tune your internet marketing plan.
Build It And They Will Come
Your business has the opportunity of a lifetime. Your Business can dominate your market online. Through proper exploration and fine-tuning, your business can become an online authority and have a marketing resource that is a fraction of the cost of other marketing outlets. Your ROI will increase as traditional media becomes more obsolete and enjoy the stability of steady customer flow. Your outreach to your customers will be available 24 hours a way 365 days a year.
Questions and Answers
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