It seems that many people are still somewhat in the dark ages as it relates to the internet and their bottom line success. Otherwise it’s hard to fathom the blank stares and “a-ha!” moments that I experience when I talk about search marketing to small business people. Let’s even take it to the next level; this goes beyond the local small business owner. I am often caught off guard by the reaction by business owners and key decision makers in the $10 to $100 million company range that the internet is something they should be considering more.
The way it seems when you read any business press is that the internet is now woven into the fabric of American business. I am not sure why there hasn’t been more written about the actual lack of adoption of effective internet business strategies at nearly every level of business in the US. Ok, ok that is pretty wide brush stroke I admit but many business people have been remarkably slow to adapt to this medium. I encounter many who are resistant to it (I personally think fear is a main driver on this one) and there are some who will simply get argumentative because they are certain it doesn’t apply to their industry. All I can say to that is……huh?
There are few if any businesses anywhere that can skate by without being impacted by the internet in some way, shape, manner or form. Now, please don’t confuse the internet with e-commerce. This is where most of the b to b folks get very confused. I can’t tell you how many times I have heard someone say “Well, I can’t sell my service over the internet so why would I be putting real dollars into it?” Once again I have to say….huh? Just because someone can’t buy your service with a credit card over the net doesn’t mean that you shouldn’t be utilizing it. There are sales people on your teams that are reading about effective lead generation techniques using the web. When you are not providing that and your competition is, they are going to walk. There are people out there talking about your company in blogs and forums. They are either doing great harm or spreading the good news about you. You need to know. Finally, while you are out doing all the traditional marketing you have always done and the person who sees or hears your ads is doing more research where do they go? To the internet. To where? Usually a search engine (and according to comScore nearly 60% of the time it’s to Google). So if you do all this great advertising and they look for you or your competition through search and you’re not there who wins? Your competition that is there.
Just some things to consider. Take some time this Easter and reflect on the blessings in your life.
Thanks and have a great day!