Online marketing is what you make of it. Unfortunately, without the right information and techniques, people will struggle. Some people will have more trouble than others.
The Good - Thousands of people have a successful company backed up by solid online marketing. Plus, more and more people are joining their ranks every day. This is true anywhere around the world.
The Bad - Many more thousands of people are struggling with their online marketing. They may have some success, but not anywhere near where they want to be. They may try for years with little success.
The Ugly - After trying for months or years, companies fold. Their owners have given up on using online marketing and decided to let go of it all.
How can you move your company out of the Bad and Ugly to the Good?
- Invest in an online marketing strategy. Do not start any marketing activities without a written, cohesive strategy with clear goals and objectives. This is a major omission made by companies large and small. Your marketing strategy needs a blue print or your efforts will be scattered and unfocused. Every marketing effort you undertake needs to tie back into the plan and towards meeting a particular goal.
- Educate yourself in what online marketing is, what it means to your company, and what makes sense to you. In the end, consistency is key. Learn as much as you can about Internet marketing. Think about how you can integrate it into your company. It needs to meet a particular goal (generating leads, lead nurturing, etc.) Take what makes sense to you and make it part of your marketing plan. There are many techniques out there. Use what will work naturally with your company. Once you adopt your plan, keep it consistent.
- Hire a good team to get your online marketing job done. You can use an internal or external team. It's your choice. You need a competent team that understands your business model and how online marketing works with it. Unless you have the time and wish to become an online marketing guru, bring in someone who knows how to do it. You can bring someone in as an employee or hire a contractor to do it. That will free you up to run the rest of the company.
- Give yourself time. Your online marketing strategy should have 12, 24, and 36-month time frames. Many people want to see results in a couple of weeks. Internet marketing can show some results in that time, but for long-term results you will need a few months. Make goals for the year. Make goals for the next two years. Make goals for the next three years. Adjust as you go along. You may make more progress in a short time frame. Or, you may need to make adjustments just to make goal by end of year.
Remember that planning first is essential. Even before that point though, you need to educate yourself on what online marketing is and what works. If you are struggling with your online marketing, put together a competent team and let them do the work. You can go inside or outside your company. And give yourself time to get on the right path and to see the results you deserve.