I had an email exchange with a prospect that really got me thinking about why some businesses make and why many do not. This particular prospect informed me today that they are going to be taking baby steps to get to their Internet marketing efforts. First, they are going to try some print, then maybe some new business cards, then maybe a few ads in magazines, then, once they get through that, they will be, most likely, looking into the Internet. Unfortunately, this business probably won’t be around long enough to make it to the Internet part.
Let’s face it: the businesses that are thriving are focusing on their online presence. They aren’t surviving due to their Yellow Page ad campaign, they aren’t surviving because of their brilliant post card scheme, they are surviving & THRIVING because they are being found online. They are getting serious about content generation, they are serious about reaching out to their prospects via smart phone advertising, SEO or pay per click campaigns, they are getting serious about their social media presence. They simply get the fact that the wave of consumers cannot be sold to. The new consumer comes to your business, not the other way around. The new consumer isn’t phased by billboards, they skip TV commercials with their DVR, they switch to XM radio when tacky car or appliance commercials inundate their FM channel, shopping and purchasing decisions are now literally, in the hands of the consumer.
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