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Does Your Company’s Internet Marketing Strategy Rule the Roost? Check the Chicken Chart.

December 6, 2006

<img class=”alignright” border=”1″ id=”image225″ src=”” alt=”eggsh7.jpg” />I was shooting the breeze with a burgeoning SEO consultant who we’ll call “Andre,” when he shared the following:<!–mep-nl–><blockquote>I find the biggest challenge for me is trying to get the message across of how beneficial SEO can be. I live in a suburb and I think businesses around here aren’t as in-tune to web technology as they would be if they were in a downtown atmosphere.</blockquote><!–mep-nl–><!–mep-nl–><p>I hear you loud and clear brother, but it isn’t just a “small town thing.” There are major corporations, entire markets in major cities, and even <a href=”” rel=”nofollow”>entire countries</a> that are missing the boat so far as marketing their business via the internet is concerned.</p><!–mep-nl–><!–mep-nl–><p>In their defense, the Internet is only about 10 years old as a viable vehicle for commerce, and that includes the infamous <a href=”” rel=”nofollow”>dot-com bubble</a>. C’mon now, who didn’t see that coming, anyway? Selling product at a loss and expecting to make it up in advertising that doesn’t convert? <a href=””>Who would invest in that as a long-term business model?</a></p><!–mep-nl–><!–mep-nl–><p>Nonetheless, businesses who don’t even sell products online are finding ways to make positive returns on investment online. As mobile Internet is becoming a viable reality, offline marketing will now be competing (or <a href=”” rel=”nofollow”>integrating – hint, hint!</a>) with online marketing.</p><!–mep-nl–><!–mep-nl–><h3>The Chicken Chart</h3><!–mep-nl–><!–mep-nl–><p>So… where does your business fit along this handy chart, describing your use of the Internet to increase return on investment for your stakeholders?<code style=’display: none;’><!–more–></code></p><!–mep-nl–><!–mep-nl–><table border=”0″ width=”100%” id=”table1″ cellpadding=”1″><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top” width=”45%”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”1″ src=”” width=”141″ height=”105″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><p><b>No website</b> – They claim to be content with current level of business… <i>And I’m the queen of Spain – C’mon now, what businessperson doesn’t want more revenue? How about shrinking costs or augmenting efforts of the current staff?</i></p></td></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”0″ src=”” width=”131″ height=”108″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><p><b>With a website</b> – Either they built one in-house or had a designer do one for them. It may be uglier than sin, or it may be all tricked out with <a href=”” rel=”nofollow”>Flash</a> and Ajax… but now there is a lighter wallet, expectations to meet, and still no sales.</p></td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><img border=”0″ src=””/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><p><b>Using marketing methods, but has no formalized plan or goals</b> – A bank runs an online contest to give away a TV… except that nobody is coming to the site to see the promotion, so the webmaster’s cousin ends up with a new TV since they are the only two people in town that ended up knowing about the contest.<p>Another case is where the webmaster is given a goal by upper management. However they are not given knowledge, resources, or the time to achieve it.</p></td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”1″ src=”” width=”164″ height=”92″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><p><b>Formalized plan and goals, but no intention of following them</b><!–mep-nl–><!–mep-tab–><!–mep-tab–>- farms out the process to a specialist. However, the troops hamstring the marketing efforts when administrative-minded egos become bruised. You know the type – they love meetings for the sake of having meetings?</p></td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”1″ src=”” width=”169″ height=”110″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><br /><!–mep-nl–><!–mep-tab–><!–mep-tab–><p><b>Companies found an Internet Marketing method that works and are making a positive (but small) return on ROI</b> – It is exciting to see this happen. I’m not saying the Internet will make every business into Amazon or Ebay, but I can guarantee a positive ROI.</p><ul><!–mep-nl–><!–mep-tab–><!–mep-tab–><!–mep-tab–><li>How much is a customer worth to you over the life of their business (and referred business) through back-end sales?</li><!–mep-nl–><!–mep-tab–><!–mep-tab–><!–mep-tab–><li>If your customers aren’t looking online can you at least build reputation or buzz for your business?</li><!–mep-nl–><!–mep-tab–><!–mep-tab–><!–mep-tab–><li>Are there other revenue sources on the web that you qualify for by becoming an online market leader (speaking engagements, book deals, JVs with related markets, etc.)?</li><!–mep-nl–><!–mep-tab–><!–mep-tab–><!–mep-tab–><li>Can you find qualified talent that is going to your competitor?</li><!–mep-nl–><!–mep-tab–><!–mep-tab–></ul><!–mep-nl–><!–mep-tab–><!–mep-tab–><p>These companies have found the first thing that works for them and now they are in the black. They’re also starting to see how sales, marketing, and PR meshes with the computer mumbo-jumbo rather than them being two separate realms.</p></td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”0″ src=”” width=”147″ height=”114″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td><p><strong>Companies using Internet Marketing methodologies to increase revenue via sales and leads.</strong></p><!–mep-nl–><!–mep-tab–><!–mep-tab–><p>These companies start thinking laterally to capture other related revenue streams. Right about now is when a consultant wishes they had a revenue share. Remember me in 20 years when you’re rich and your company is a household brand 🙂 </p></td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–><!–mep-tab–><tr><!–mep-nl–><!–mep-tab–><!–mep-tab–><td valign=”top”><!–mep-nl–><!–mep-tab–><!–mep-tab–><p align=”center”><!–mep-nl–><!–mep-tab–><!–mep-tab–><img border=”1″ src=”” width=”135″ height=”127″/></p></td><!–mep-nl–><!–mep-tab–><!–mep-tab–><td>Oh well… another one out of the nest. Time to get on a new batch of eggs.</td><!–mep-nl–><!–mep-tab–></tr><!–mep-nl–></table>

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