Online Marketing is Not Exempt from “Rules of Marketing”
Many small business owners I’ve met violate (perhaps more accurately skip) some of the fundamentals of marketing.
They spend very little time working on their messages, or generate messages that sound “off” in some way.
To provide a tangible example, I recently met a videographer who is promoting the value of 60 second videos and is promoting himself as a Content Marketeer.
His message is that video is the stickiest form of Content Marketing.
While I agree very much with his belief, the video provides value to someone only when they have a chance to see it. So most of the effort of being a successful with Content Marketing was missing from his message (being a “publisher” takes more than “just” a few videos).
I then went to website and saw he does not have an active blog.
In this case, his message is incomplete. Yes good videos do help people understand your message, but a few videos published to a website is insufficient (except in the very rare cases of viral videos) for attracting an audience who will see them.
What he provides is a valuable way of engaging website visitors, but he’s promoting this to small business owners whose websites have very few visitors. Perhaps he would have more success by promoting his services to smaller Inbound Marketing and Content Marketing agencies, who are large enough to have multiple clients, but too small to have their own video production capabilities.
So What Exactly Are These Fundamentals You Must Not Ignore?
For the specifics, please click through to part 2 of this post.