3 reasons your online marketing ISN’T working
As much as we all wish that every online marketing initiative we invest in will be a fantastic success, we all know it isn’t going to work out that way. In our experience though there are three main reasons that small business online marketing efforts fail.
1. Bad Medicine: There’s an old Far Side cartoon that illustrates this point. It was a student reading a textbook on equine medicine — there was a list of common ailments on the left and the associated treatment on the right. The prescribed treatment for EVERY horse illness was “Shoot.” If we drew the same cartoon about small business websites, the cure for just about every ailment would be “More Traffic.” Want more leads? You need more traffic! Want to build an email list? You need more traffic! Trying to become a thought leader? You need more traffic! Traffic isn’t always the right answer — but it is an easy one and, frankly, an answer that a lot of business owners enjoy hearing. Make sure you’re working with people who will give you an honest diagnosis of what your site needs.
2. Toothpicking: You can’t walk within 20 feet of a food court without being assaulted with a wide variety of sampler meats on toothpicks. This might be a great strategy for a “try before you buy” lunch, but it’s a lousy strategy for online marketing. When you “sample” online marketing, whether it’s by spending $100 on a “test” AdWords campaign, blogging for two weeks or giving an SEO guy/gal just one month to produce results, you’re unlikely to accomplish anything. In fact, in many cases, you’re better off doing nothing at all. If you believe in the strategy, spend your time and money accordingly and don’t bother toothpicking.
3. Neglect: If you buy a goldfish but only feed it a couple of times a month, it will die. And then you’ll have to get a new goldfish. Small business online marketing works the same way. If you neglect it, you will lose momentum before stopping altogether. And then you may as well start from scratch.