I consult with dozens of companies who've launched websites five years ago or more. Many are what I call "first generation" websites. They were launched with no thought to their visitors in mind. It appears that many subscribe to the adage, "If you build it, they will come."
The Internet changed everything, yet there are thousands of businesses, large and small, who don't have the first idea of basic marketing principles when it comes to Website Marketing. The consumer is now in control. And the first principle of online communication is to master one-on-one communication. Each first time visitor offers you an opportunity to begin a dialogue. That's it. If your website does not answer the question, "What's in it for me$%:" within 3-5 seconds, you've missed out. If you can think like your customer, and understand his needs, wants and desires, you have mastered the first principle of Internet Marketing.
The good news is: We've entered the Next Wave of Internet Marketing. Ten years ago, a company had to invest thousands of dollars to create a web presence. Today, thanks to technology, your 75 year old mother can create a blog in 24 hours.
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But where's the Website Marketing training$%: Everything I know today about driving, measuring and converting traffic, I learned by searching the Internet. You can too if you take a year off from your day job and immerse yourself in this new science. While Internet Marketing is not rocket science, it does require dedication, commitment and decision-making skills. It helps if you can write clearly and concisely, too.
If your website is dated, don't despair; the price of a redesign is a fraction of what it once was. Beware, however, a web designer/developer is not a Website Marketer. These are two distinct skill sets. Even the granddaddy of Website Marketing, Dr. Ralph Wilson, recommends that a company contract out some aspect of their Website development because no individual has the complete set of technology, marketing and writing skills it takes to be successful online.
So you've launched a new website. Now what$%: Carve out a niche. Think like your customer. Have passion and commitment. Write what you know. Read what you can. Know the questions to ask. Admit what you don't know. Ask for help.
The Internet Marketing community is a generous one.
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