| "body"> | | | | Reality: PPC have value in the right context, |
| The Internet is a full of expectations and promise, | | | | otherwise it can be a monetary black hole. Your |
| hype and misconceptions for those that want to build | | | | website needs to be properly search engine |
| their business online. Separating fact from fiction on | | | | optimized with all the right tags. Keywords are critical |
| the Internet is like untangling the Ancient World's | | | | and must be integrated into the content to get the |
| Gordian Knot. Alexander the Great simply unsheathed | | | | most traction when the spiders view your site. |
| his sword and cut it in half, thereby fulfilling the | | | | Working with a competent SEO consultant can boost |
| legend of going on to rule the world. If only the | | | | your traffic and page rank. But be wary of those |
| Internet was as simple. | | | | that say they will get you on page 1 of Google. |
| The Internet is our window to the world. But having | | | | Expectation #4: Social Media is too time consuming |
| a website is simply not enough. To achieve web | | | | with little ROI. |
| success one needs to understand how to reach | | | | Reality: Manipulating Twitter, Facebook and LinkedIn |
| potential customers, drive them to your website and | | | | takes time and effort but it can be rewarding. The |
| get them to act - by calling, emailing, opting-in or | | | | more actively you participate in social media |
| buying. | | | | marketing the greater distribution of your brand and |
| This article is intended to separate perception from | | | | reach. I would allocate one hour per day. As you |
| reality so you do not have unrealistic expectations. | | | | become more media savvy, watching and learning |
| Here are some common myths and truths: | | | | from other social media mavens you will start seeing |
| Expectation #1: I have a great website, but people | | | | ways to become more effective, have fun and start |
| aren't responding. | | | | seeing the benefits. The important thing is to get |
| Reality: There are many moving parts to a website. | | | | stuck in and stay with it. This trend is growing and is |
| What makes one successful while others are | | | | here for the foreseeable future. |
| floundering? Your site needs to be reviewed by an | | | | Expectation #5: If I do all the right marketing, I |
| online marketing consultant and have an overhaul. | | | | should see results immediately. |
| Branding, positioning, direct response content, calls to | | | | Reality: We have been weaned on instant |
| action, navigation and overall design must be | | | | gratification. Doing it yesterday is not fast enough. |
| examined. A/B split testing can also be performed to | | | | The harsh reality is that it takes time to achieve your |
| see how the marketplace views your offerings and | | | | objectives. How much time? You need 6 months |
| promotions. | | | | minimum. I recommend to our clients to set |
| Expectation #2: There is no way of proving if what I | | | | reasonable goals and then meet them. Build on what |
| am doing is right. | | | | works, where the market is soft and continue to |
| Reality: Of course there is. Let's start with Google | | | | prospect online. By that I mean keep your website |
| Analytics. This free tool will tell you for example, how | | | | fresh with new offers, content and positioning |
| people are responding to your site, how long they | | | | yourself as a problem solver. Become an authority |
| are visting, which pages get view most and where | | | | online (blogging, article writing, etc.) and offline |
| they are coming from. By viewing your site statistics | | | | (speaking, networking, joining, etc.). You also need to |
| at least once a week will give you great marketing | | | | set a budget for online marketing. It is your Internet |
| insight into the visitor's reactions to your site. You | | | | sales force and a lot less expensive than an |
| can then take this information and adjust your site | | | | employee. To save time and money, hire an online |
| accordingly. | | | | marketing consultant or firm for their expertise and |
| Expectation #3: To drive traffic, I need an expensive | | | | objectivity. |
| Pay Per Click campaign. | | | | |