Two things happened last week that had me thinking about Internet marketing and the opportunity for success a business has with it. It also made me think about why companies seem to be held back from exploiting the benefits of marketing online.
Number One: Who’s The Crazy One?
The first was reading a great Internet marketing article from Andrew Eklund on MinnesotaBusiness.com. The article easily outlined why Internet marketing is a dream (and reality) for any marketing team/person. Eklund had some great points that anyone could understand and my biggest takeaways were:
1. Reworking old and tired traditional marketing is not the answer.
2. Ignoring the medium (Internet) where prospects are, customers are and that allows for complete tracking of your marketing to sale process is plain crazy.
3. Internet marketing is not risky, not marketing online is risky.
Give the article a read and you’ll hopefully find a spark to push yourself into investing more time and strategy into leveraging the great benefits of Internet marketing. You’re crazy not too.
Number Two: Ignorance Is Bliss? No.
The second thing that happened was a scenario that unfolded in my email inbox. I received an email from a business development person I know that contained their newsletter in a PDF attachment. I froze. They had a great email subject headline on a topic that I wanted information on but … they would never know that.
I couldn’t believe that the company would ignore the fantastic benefits of email marketing after all that hard work. They put together a well designed PDF, it had compelling and educating content … yet it was only doing half of its job. It wasn’t going to clue the business in on its relevance, performance and its outcome.
If they had sent this information via an email marketing program they would have gained these valuable marketing benefits:
1. Who opened their email newsletter
1b. Better yet, they would have reduced effort (clicks & time) to get to the goods
2. What links users clicked on to get more info or take action
3. The ability to fully track users from email to website to conversion
4. They can still include the PDF version AND see who downloaded that
This marketing campaign could have been so much more. Don’t just go half way, take advantage of the simple opportunity to get everything you want from your marketing efforts.
So to get to my title question, what is holding your company back from Internet marketing? As Ecklund’s article pointed out, it offers accountability, sustained progress, sales, leads, return-on-investment, and deep business intelligence. Let’s add to that affordability too. Email marketing is an extremely low cost. Consider though, at any price, the ability to track and measure makes any number realistic when you know what it produced.
So get rid of your fear (or ignorance), make the move, take the right steps, ask questions, get answers and find the ways Internet marketing can improve your business. There are many.