Monday, March 2, 2009
Internet Marketing: Going from the Horse and Buggy to a Horseless Carriage
Internet marketing is a subject I don't usually deal with in this blog. But in the last few days I've been running up against closed mindset attitudes about this very effective marketing strategy. So I want to share some thoughts with you about the need for an open mindset about marketing in cyberspace.
Websites and web marketing have changed dramatically in the last five years, with many new applications that weren’t available then. Websites today take their cues from successful blogs, which have everything up front and immediate – no waiting for flash intros or welcome pages with a few words on a series of screens.
If people don’t like what they see instantly, they are out of there and on to the next website.
Open mind marketing rule #1: Don’t make the mistake of thinking that what was true for the internet five years ago is true today.
Don’t assume that your website from five years ago is “good enough.” Take the time and effort to find out what’s new and what’s effective in the internet marketing world of today. Don’t drive a horse and buggy when there’s a horseless carriage available.
Open mind marketing rule #2: Don’t follow every piece of advice so that you are running around in circles without making any progress.
Understand that some advice is better than others, and that not every piece of advice fits every situation. Take your time to evaluate the information you’re learning and consider what makes sense for your particular marketing project, your own available promotion time, and your strengths and weaknesses.
For example, the social networking site Twitter can be an excellent marketing tool if your personality fits the Twitter modus operandi. But there are people who get easily frustrated with trying to stay on top of various conversation threads. If you’re one of these people, utilize a social networking site that better suits your personality.
Open marketing rule #3: Be flexible. If something doesn’t work for you, be willing to admit defeat and move on to another tactic.
Just because many internet marketers say that Facebook is a great place to create relationships, if using Facebook isn’t helping you with your marketing, admit this and switch to trying something else (although don’t get rid of your Facebook account).
Of course, you can’t give up after only a few days. All of the social networking sites take time and effort to utilize them effectively. But if you’ve given Facebook several months of effort, you should probably consider finding a better site for you to connect with potential customers.
In conclusion, if you want to pave the way for a successful online marketing campaign, you must be in it for the long haul with an open mind – ready to learn new things, try new things, evaluate advice, and be flexible.
And if you want to read an excellent book about having an open mindset, read Carol Dweck's MINDSET: The New Psychology of Success.