Digital Marketing for an Online World

Today's businesses are finding that up to 95% of their sales are happening via the Internet. Potential customers can find you through search engines and online ads. Consumers and partners assess the competitiveness and professionalism of your products and services based upon online media, even if the eventual sale is not online. Your brand lives online.

Your website design and calls to action can persuade customers to purchase from you. Social media marketing can be creating buzz while email campaigns manage client relationships. If you are not embracing online marketing, you are losing business. Traditional methods of marketing (print advertising, direct mail, and trade shows) are no longer dominant and, in fact, play only a supporting role for the majority of today's businesses. Don't wait to get your business online. Your competitors aren't.

The Biggest Mistake a Business Can Make

We hear it all the time and it's heartbreaking. Here it is:

"I just need a simple website, essentially just a splash page saying who we are. Our business comes from word of mouth but every business needs to have a website these days."

There is an idea out there that a website is the same as a business card. It's not. If this is your belief then save your money. Because that splash page will be the most expensive business card you ever buy. Let's be clear: your website is your sales manager. He's the guy you resent because he's earning commission on every sale and banking more than the CEO but you can't do anything because your company's very existence is dependent on his uncanny and relentless ability to sell. Your website is that guy. And the rest of your digital marketing is his sales team.

If your website is not driving your current business then you should be getting excited right now. Because it means that when it is, your business will improve. Dramatically. Radically. Exponentially. This is especially true for businesses appealing to the public but business to business sites can improve your revenue if your product appeals to a large number of businesses across the globe.

The Second Biggest Mistake A Business Can Make

Too many businesses and not-for-profits are under the impression that if they launch a website, people will visit it. This thinking is reckless because you are not protecting your investment. Traffic goes to a website when you drive it there. If you are doing nothing to drive traffic such as a search engine marketing campaign, email campaign, social media marketing campaign, or display ad campaign then your results will be less than spectacular. And, if your site is not search engine optimized, you won't even be enjoying any organic click throughs.

This is the most preventable digital mistake out there. Don't fall for it. This is one of those times when you need to spend money to make money. And make money you shall.