Why Internet Marketing Doesn’t Work

Are you, like many other business people, frustrated with Internet marketing?  When Internet marketing doesn’t work, some business people think they’ve purchased a lemon and simply walk away from it.

It’s sad because it’s possible some of the tactics they were using could have been effective, but they just needed to complement them with other Internet marketing initiatives.why internet marketing doesn't work

No Internet Marketing Strategy

We’re all drawn to the shiny new object. Recently Internet marketing’s sparkling jewel has been social media marketing.  The logic goes–everyone’s doing it so we should do it too.  So businesses jump in—Facebook, Twitter, Pinterest–whatever the flavor of the day is.

But they haven’t thought through the process.

Investing in one Internet marketing tactic is like buying just one cog for a machine.  Just as that machine can’t manufacture a product without syncing up with the rest of the machine’s parts, one cog of the Internet marketing machine is practically useless.

The company that invests in social media, for example, but does not spend either the time or money on website content, such as a blog, has no reason to invite followers and fans to visit their website. Web content is the food they need to serve up at the social media party because it can drive people to their website. And your website should be the hub of  their internet marketing success.

If you can’t attract people to the website, there’s little point to the social media.

And that’s just the beginning.  So you have to think through the whole Internet marketing process.  How are you going to:

  • Attract prospects to your website?
  • Engage website visitors on your website?
  • Convert visitors into leads?
  • Nurture leads until they flock to your door looking to buy?
  • Measure and refine your Internet marketing machine?

To accomplish this you’ll need the following.

A visually pleasing website jam-packed with juicy, engaging content—after all, if you’re going to work hard to attract prospects to your site, you want them to hang around once they arrive.

How to Attract Prospects and Clients to your Website

First you need ways to attract prospects and clients to your website such as search engine optimization. This is no longer something for the techies. It’s all about dishing up fresh, delicious content and sprinkling it with your selected keyword phrases in just the right places and proportions.

Content for Internet marketing can include any of the following:

  • Blogs
  • Expanded web content on your products, services and people and how they can help your web visitors.
  • Videos and PowerPoint presentations–these boost engagement, keep people on your site longer and can power up your search engine rankings.
  • Guest blogging.  This enables you to generate links from other websites and Google sees every one of them as a vote of confidence.
  • Pay-per-click ads on Google, Facebook, LinkedIn and other niche sites.

Engage Your Website’s Visitors

Next you want to engage your website’s visitors with captivating content.  Luckily much of what you have to do for search engine optimization also works for visitors.  (By the way–that’s not a coincidence!)

Convert Visitors to Leads

It’s good for the ego to have a lot of happy visitors, but unless you convert web visitors to leads, it doesn’t move your business forward.  Sometimes when I tell clients this, they say “we have a contact-us form.”

That’s not a conversion mechanism. That’s like asking someone to marry you before you’ve been on your first date.  So if you have no other way for web visitors to become leads, you’re likely leaving money on the table.

What’s missing?

Some lead bait – a white paper, and e-book, a webinar – something your prospect values enough to exchange their email address for it.  When you create lead bait, use it as an opportunity to showcase your organization’s thought leadership.  This enables you to build your prospect’s trust and respect.Internet marketing lead bait

Finally give your lead bait  home a landing page with one goal only—to encourage people to download your bait and give you their contact information.

Nurture Leads

Of course, there’s no point in capturing leads unless you have a plan for nurturing them until they’re ready to buy.  You need to have an email marketing program in place–drip, drip, drip–reminding your leads about how your company. You want to be top of mind when they’re ready to buy.

Measure It

The beauty of Internet marketing is left is so messed measurable. You can check your website, email marketing, social media, pay-per-click advertising

What’s Next?

Need help with your Internet marketing?  Download our free e-book “How to Transform your Website into an Internet marketing machine.”  Or call Carolyn Frith marketing now at 610-340-0622 for a free Internet Marketing consultation.

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