The 3 Biggest Lies About Online Marketing Revealed:
1. Once you have a web site, people will beat a path to your door and buy whatever you have to sell.
2. Search engine optimization is the only marketing tactic you will ever need to implement.
3. Conventional marketing tactics are dead. Social media will flood your business with more sales than you can imagine.
These three biggest lies about online marketing cost companies millions of dollars and thousands of lost hours each and every year.
The belief that you can launch a web site and forget about it, or use only SEO tactics to generate traffic, or rely only on social media to generate awareness simply do not work.
What is Push Marketing?
Push marketing is where you use the organic search engine results to push people to your web site.
As you achieve prominence in the search engines for relevant keywords and phrases, your ability to push higher quality and higher quantity traffic will improve, and with that your reputation, word of mouth referrals, lead generation, inquiries and sales will improve, too.
This is not a fat claim. It is reality.
If you are not optimizing your web site for the search engines then you are missing the boat on what is essentially -- at this time -- free web site traffic.
Failure to scoop up your fair share of this web site traffic is like leaving your winnings on the table at the end of a poker game. You either use it or lose it.
What is Pull Marketing?
Pull marketing is where you leverage other web sites’ traffic and pull their traffic to your web site.
This includes paid advertising (banner ads, text ads, etc.), blogs, domain SEO, landing pages, social media among several other tactics.
This is like fishing with multiple lines in the water. The more lines you have in the water, the greater the amount of fish you will hook. It’s simple common sense.
Is Your Web Site Invisible?
When companies launch and forget about their web site or rely on only one marketing push or pull marketing tactic, their web sites tend to become invisible over time and garner very little attention.
That’s when the executives proclaim loudly that the Internet is a waste of time and money. You see, they believed the old movie adage, “If you build it, they will come.”
Their solution to the problem they themselves created is to fire the people in charge of their web site and hire someone new, preferably someone who understands Web 2.0 and social media.
So they implement Web 2.0 design and their web site honestly looks and functions better. They launch a Facebook and Twitter page and their friends “Like” their fan page and “Follow” their tweets.
And after a few months, when there is no discernable difference in the end results, and their return on investment is once again nil, the firing and hiring will begin again. It is an endless cycle.
Don't Be Lost at Sea.
Launching a web site is like casting your ship into vast unknown waters. The Internet is a big sea, endless in size, and growing ever deeper and wider.
Your web site is a ship at sea looking for land, and on this land are people, some of whom may actually be interested in what you have to sell.
But finding land and identifying the right people, especially without the proper combination of push-pull tactics, is not easy. It can, in fact, become exasperatingly difficult.
Some companies may implement a few tactics half-heartedly based upon something they heard about or read about. It is more of a knee-jerk reaction to marketing.
Or worse yet, the decision makers throw the task of driving traffic to their web site to the people who are least trained for that responsibility – their IT department.
Driving traffic to your site is not their responsibility. It is a sales and marketing initiative. Technology has very little to do with it.
The companies that tend to succeed online understand the need to implement both the “push” and the “pull” marketing strategies in tandem. Which type of company do you want to be?
Stop Leaving Your Money on the Table.
For your business to be successful online, you must diversify your tactics and try new things, understanding that the more tactics you implement, the greater your chance for increased visibility, awareness, lead generation and, ultimately, sales.
Click the button below to download your copy of Push-Pull Advertising.
Steve Schneiderman is the founder of Schneiderman Marketing LLC located in Tulsa, OK. He has over 30 years of marketing experience, and provides strategy, web and graphic design and copywriting services to clients worldwide. For more information, please visit our web site at http://www.SchneidermanMarketing.com