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Explaining Online Marketing To A Layman
Mike Wilde | March 26th, 2008
How do you explain the advantages of local online marketing to a layman? More specifically, how do you explain the intricacies and advantages of a local online marketing campaign to a small business owner that does not know the difference between a server and website? How can you explain that a website alone is not efficient at driving new business? These are the questions that have been plaguing me for the past six months, and I still don’t have the answers. It is clear that the Internet is here to stay and many small business owners are accepting the idea that online marketing is important. Unfortunately, it seems the general consensus among people with limited online experience is that all they need is a website. This misconception makes it even more difficult to explain the importance of local search engine marketing. Moreover, it seems small business owners tend to rely on information they hear “around town” from people with equally limited knowledge about online marketing, which further complicates the problem. Typically, I try to change their mindset with this reasoning; Standing alone, a website is a great source of information for a current client base and anyone that may have been referred directly to the website, but how is anyone else going to find it? It is essentially a needle in a haystack unless you actively drive users to it. And you do that with “search engine marketing,” or “SEM.” Developing a website already seems like a giant leap into Continue reading…
