This week, I’d like to tell you about two clients – both of whom I admire very much – whose views on Internet presence could not be more opposite.
Understanding the differences in their ways of thinking reveals why some business owners are seeing the rewards of online marketing while others “don’t get it”.
(It’s important to point out that both of these business owners are highly intelligent, and both have companies that have been in business for over ten years.)
Client #1: “Doesn’t get it”
Client #1 contracted with me last year to re-make an existing website so that it would be easier for them to edit and keep up-to-date. It was a fairly straight-forward project. And even though I tried to explain the advantages of Internet marketing and improving the business’ overall online presence, I could not get the business owner to contract for anything more than a website makeover. “Our sales people already are in contact with our prospects.”
Sadly, Client #1 has never had a warm, qualified new business lead come from their website. To this business owner, Internet presence and the website are an expense.
Client #2: “Seeing the rewards”
Client #2 contracted with me a little more than a year ago. I was invited to meet with the business partners who told me that they had never gotten new business from their website, and did I think that I could help them. (It’s worth noting here that they didn’t ask for a website makeover; instead, they asked for help.) I explained the value of Internet marketing as well as my methodology for continuous Internet presence improvement. The partners agreed to my offer to help. As a result, they regularly close new business, appear prominently on search engine results, and outperform their competitors.
Client #2 recognizes that Internet presence and the website is an investment, not an expense.
The power of a referral
The lesson hit home with me again two days ago when I received the following email from a friend of Client #2…
From: Michael (last name deleted)
Subject: I need to speak with you!
I am having a meeting with Peter (last name deleted). He is ranting and raving about you. I want to start something up right away. Let’s have one meeting and then I want a proposal.
Is your Internet presence an investment or an expense?
Call me at (203) 548-0070 and I’ll show you how to turn around a non-performing online presence!