4 Reasons Why an Internet Marketing Plan Can Help Any Business

For those who wonder whether or not their business is a “fit” for Internet marketing or whether they think their marketing dollars would be better put to use elsewhere, I encourage them to take a serious look at aspects of Internet marketing. For active businesses that are not currently incorporating a significant portion of their efforts to generate new customers online with a comprehensive Internet marketing plan, they are missing out on something that could take their business to a whole new level.

For new businesses, an Internet Marketing plan can be just as helpful, if not more so. Let’s go into each of the following four major reasons in a little more detail:

  1. Access to target market
  2. Speed
  3. Low cost
  4. Measurable results

Access to Target Market

Many business owners think that their customers aren’t searching the Internet for their type of product or service. Well I’ve got good news for them…there are. Lots of them. And for all types of products and services imaginable.

Is anybody searching for the term ukulele (since I have a ukulele store, of course)?

Yep, 24,700 per day (Google only)!

How about cat sitting? Does that seem like something that nobody is looking for? Well, they are…

4,500 per day (Google only)!

Small businesses have access to their target market through the Internet. Either at a national level or local if that is more applicable. It is sure a lot easier to sell to people that are actively looking for your stuff than to try to convince somebody that they should want your stuff, don’t you think?

Speed

The Internet allows us to receive instant feedback from around the world on our ideas. That fact is still absolutely amazing to me. Post a comment on a blog site, post a topical video or article, or create a pay-per-click advertisement for a search engine and see how others view this in minutes! Now let’s think about how a product might be typically marketed:

  • Define audience and offer
  • Write copy
  • Purchase advertising space or produce direct mailing
  • Wait weeks for any meaningful results

…and what if the results aren’t good? Much time and money has likely been spent producing this marketing campaign, but many things could have been wrong with it. Wrong audience, wrong copy, wrong offer…

For small businesses, this failed attempt at a marketing campaign (that we likely had high hopes for) has left us maybe even a bit sour on marketing in general for our business.

On the other hand, with Internet marketing, we can accomplish the following in a single day:

  • Find the people that are searching for our exact product or service
  • Place an ad directed to those people only
  • Get feedback on the effectiveness of that ad

Different versions of the ad can be running at the same time and provide critical info about what works and what doesn’t.

Low Cost

The thought of low cost might surprise business owners that have put money into Internet marketing and seen that money disappear more quickly than if they were to feed it into a shredder. This has happened to a great many of us.

But, the cost of designing and hosting websites is lower than ever. Or at least it should be if you utilize the tools at our disposal today. The problem is how to get actual traffic to the site. Most business owners are familiar with the paid type of traffic, using a mechanism like Google Adwords. The squandering of marketing dollars with Google AdWords is a common occurrence. If not done properly it can be a very costly lesson. This is not to say that AdWords can not be an outstanding tool for businesses, but it needs to be done very carefully and many have failed in getting an actual profit from their efforts with Adwords.

But get this…there is an even more effective way to get those Google searchers to your site. A phenomenon has occurred in search.

I’ll provide some background first…People searching the Internet are far less frequently clicking on the paid sponsored advertising. Do you know that the top search result that is not paid for (otherwise known as organic) gets 35-40% of the clicks?!

This is compared to typically only 0.2-1% for the top paid result.

These organic results can send a huge number of people searching for your product or service to your site- for free! A properly planned and executed search engine optimization (SEO) plan can get small businesses that traffic at a very low overall cost (the cost equates to the effort required to execute SEO plan).

Measurable Results

How does a business really know the return on its marketing dollars? If a business often chalks its results up to “branding”, it likely means pitiful actual results.

Actual results meaning: active leads; customers; and revenue.

Although there are plenty of ways to blow your marketing dollars on the Internet with branding activities, small businesses will avoid these like the plague. Instead, they should focus on measureable activities. We can see each and every time somebody clicks on a link that brings them to our website, and then get the statistics on how many of those visitors took us up on our offer (whatever our most desired result for them is). The information available from Internet marketing is pure gold and these measured results show us where to focus our attention in future marketing campaigns and what needs to be changed and tested.

If a business incorporates a results-oriented Internet marketing plan into their next business plan, the results might just be amazing.