Internet Marketing Requires Content And Passion!

It is hard to find anyone who doesn’t acknowledge the transformational power of the Internet.

A vast majority of people use the Web for shopping, research, work and recreation. Consumers make it their first stop in finding prices, features, and major benefits. By the time they actually enter a store, they’re much further along in the buying process. In the B2B world it has become increasingly important as well. Not to mention the online branding and relationship building aspects of marketing (which I’ll save for another post).

The main point: people use search engines and websites, including the blogosphere and social media, to uncover new things they want, or wish to learn more about. On a recent trip with my wife to Best Buy for a new camera the salesman had a sheet on Internet pricing ready at hand. He was helpful and eager to answer questions, but he kept himself in reserve while letting us direct our own attention and interest.

For a business, the important thing to remember is this: it’s not enough to be online. You must also… be found online.

Traditional Sales Funnel - Push Strategy

The question you should ask is whether you’re placing enough resources in pursuit of this objective? We’ve all seen Traditional Sales Funnel diagrams (if you’re a marketing pro, you may have it in your PowerPoint files). In the traditional sales funnel the marketer prepares advertising and communications programs in order to drive prospects into the top of their funnel. Although there’s a wide variety of advertising techniques employed, these marketing methods focus on a broad audience, or target universe, in seeking a suitable response rate, say 1% to 3% for example. The sales department then takes control of the effort of turning prospects into customers.

Internet Sales Funnel - Pull Strategy

Now here’s a quick take on the Internet Sales Funnel. As you can see we have a new set of tools to help you get found online. Atop the funnel sits a penumbra of online applications from websites and blogs, to Facebook, Twitter, social book marking sites, to the major search engines. This represents more of a “pull strategy” because we’re attempting to draw the customer into our online footprint. The customer controls this part of the funnel, not sales. Their interest and passions drive the searches, online shopping, and business activity from home, office, Wi-Fi cafe, or mobile device. Your online marketing tools includes your website, blog, search engine results, online reviews, Facebook, Twitter, Del.icio.us, Digg, and other book marking and social networking sites, including your permission based email marketing.

Here’s where content and passion comes in. You don’t just create ads, write checks and stay in your tower. Instead you come down and engage potential customers, fans, friends and critics. Your website is just the first part of it. As you build more content and engage ongoing conversations with your customers and prospects on your blog and within your website, the search engines and blogosphere take note of you, including who you are, what you say and the passion you show for your business and customers. Additionally, your online presence grows. Social media also has an effect on how your site and business blog is found and perceived.

Most importantly: you’re reaching potential customers while they’re actively searching for your product or product category. You no longer have to advertise so broadly. Instead, you can chose to pay per click, or per 1,000 visitors through behavioral, contextual, or geo-targeting. And, you can also share your passion for your business through a more systematic delivery of online content.