Here I go again with the head-scratchingly obvious statements.
Almost Zen-like. Or is it?
OF COURSE internet marketing is marketing. It is online marketing.
So come on, Rich, what are you trying to say?
I’m revealing the dirty secret of internet marketing. What no one else is telling you (Thank You, Rich!)
INTERNET MARKETERS DON’T KNOW ANYTHING ABOUT MARKETING.
EXPLAIN YOURSELF, RICKY
As usual I’m exaggerating for effect. I should have said ALMOST all internet marketers don’t know anything about marketing. Still sounds pretty bad, right?
Let me explain.
You can find a lot of different definitions and descriptions of marketing, but the basic concept is very simple. It is about creating want, and selling things.
I think you can agree with that. If you don’t get people wanting what you are pushing, no one is going to walk into stores, put things in shopping carts, or fill out contact forms – let alone hand over their hard-won cash.
So what’s the problem?
Internet marketers don’t know nothin’ about marketing. They are, almost universally, technical.
Social media people know how to get follows on Twitter and post things on Facebook.
SEM (Search Engine Marketing) people know how Google Ads works, how to set up and monitor and make adjustments in a paid ads campaign.
Organic search people – Search Engine Optimizers (SEO) – know how to write “meta tags” and how many words a page should have. They have various pieces of software to guide their work.
Content writers know how to write articles that are grammatically correct and make sense, and how to research so they know what to say.
NOW ARE YOU GETTING THE IDEA?
This is like a very sophisticated paint-by-numbers operation.
They have the words but not the music. It’s an orchestra without a conductor. The movie has no director. Gilbert but no Sullivan, no Rodgers only Hammerstein.
Who paints the painting? Who understands how to build desire in an audience?
Without that, you can sometimes produce good results. More likely you’ll produce a big fat flop.
The catch, of course, is people who understand marketing aren’t a dime a dozen.
This is true even in big agencies with Fortune 500 clients. It would be easy to make a long list of gigantic marketing flops. To mention a couple: Classic Coke, and Ford Motor Company’s Edsel. Each of these cost their companies hundreds of millions of dollars. They had the best marketing advice money could buy.
HOW ABOUT SMALL BUSINESSES LIKE MINE?
What does this mean for you, the small business owner? Since talent tends to go where the money is, talented marketers for small businesses are even rarer.
So, the old Roman warning “Caveat Emptor” (Let the Buyer Beware) applies in spades. Do you have to settle for second rate marketing? No, but it does mean you should learn a bunch of marketing yourself, if only to tell if someone is competent or full of it, and if you are getting what you are paying for. That’s one of the big reasons I write this blog, to educate the small business owner so he or she isn’t a patsy for every slick-talking marketing salesperson.
There’s an element of self-interest in this. The more educated the buyer, and the longer they talk to us, the more likely they are to choose us to do their marketing.
SO WHAT ABOUT YOU, RICH?
So if you were expecting a confession, I don’t know what I’m doing, sorry.
Pardner, the confession is that I’m weird. I value my independence, so I’ve got my own business. And personally, I much prefer to work with small businesses. I’ve worked with Fortune 500 companies and frankly, it was no fun.
When I started this company, I quickly found that small businesses are badly under-served when it comes to marketing services.
Some businesses are just too small, or lack the ambition, to need quality marketing services. But in more than two decades in this business, I’ve spoken to thousands of small business owners. They have been trying to get quality marketing for years. Some of them literally have hired 10 different companies and never got the real goods.
Our services aren’t cheap, because we do good work. It is worth a lot. But I work to keep our prices down to where our clients can afford us.
It is said time and again that small businesses are the core of what makes America work. I truly believe that. Just as strongly, I believe that quality work and good marketing are the engines that make small businesses go. Most small businesses have the “quality work” part down cold. They do great jobs for their customers.
They just need help getting the word out.
That takes marketing know-how.
And that’s why we’re here and why we are doing what we do.
Check us out as thoroughly as you like. You won’t be disappointed.