Web Marketing Really Means to Small Business
What is Web Marketing? Over the last decade or so, the world of marketing and advertising has taken a really big stumble into digital or online marketing.
While using digital means to deliver marketing messages has gone on since the first telemarketers started calling to interrupt your dinner in 1970s, it wasn’t until we all got on the internet that “online” became the next big thing.
What is Web Marketing?
Ultimately web marketing is the process of connecting the stuff you offer with the people that already want it. Pretty simple huh? But let me repeat again, so you understand how important this phrase is.
Web marketing is the process of connecting the products or services you offer with the people that already want (and can afford) to buy them .
So why is web marketing, or marketing in general, so flipping hard?
Well long article short, web marketing hard is because most of us business people are more interested in selling our stuff than we are in helping people we sell to.
Yes, I know you’re not running a charity!
But listen up and listen up good – no matter what you are selling – products or services – you are also offering SOLUTIONS to people’s problems. People don’t buy from you just because you have a pretty face (or pretty website).
They buy because they’ll get something (or at least think they will) to FIX what’s troubling them. Think a moment. When you have a pounding headache you don’t just buy aspirin or whatever – you buy a “pain-killer”. You buy relief from your pain. And all your customers do the same when they buy something from you!
Online vs. Web vs. Internet Marketing
First thing though, let me knock down some the jargon that seems to constantly clutter up cyberspace on what is and is not web marketing.
There are three terms online marketing, internet marketing and web marketing that most people seem to use interchangeably. Now none of this is written in stone somewhere, but here is what I mean when
I talk about these terms here on this website and in my workshops.
1) Online Marketing – is actually in my mind just online “advertising”. It is banner or sponsored “display” ads, pay-per-click “classified” ads, mobile text ads, contextual or “hot link” ads, etc. You use online advertising or marketing this when you purchase ads from Google or Facebook.
2) Internet Marketing – is a separate industry in my opinion. This is the world of affiliate marketers, professional bloggers and the like. These websites usually are not associated with nor represent a brick and mortar business. This industry works almost exclusively with the “make-money-online” business model.
3) Web Marketing – is when you use online tools, techniques and strategies to market and promote a local small business (with a brick and mortar location) or a service professional or freelance expert serving a specific niche or field.
Web Marketing is for Local Businesses
Think of your local retailers, restaurants, lawyers and bookkeepers or creatives such as artists, designers or writers. While these companies may do business globally, they most often conduct their dealings centered around a specific geographical location.
Where business people get confused is that web marketers may use the exact same tools or tactics found in the other two groups. But the key difference is not what tool they use but how they use it.
Email is a Classic Example – Same Tool, Different Tactic
An internet marketer places a much greater importance on their email list than does a local small business. So a great deal of internet marketing studies and tactics center around the “LIST” – building it, sharing it and safeguarding it.
And the reason for is simple: an online company without a physical presence, like direct mail companies can only connect with their prospects and customers through a list. Without a good, responsive list there is little or no repeat business.
Sure there is the website itself and social media – but if you read long enough, you will see that most of the successful professionals in this industry use email lists as their primary way to make direct sales and retain repeat buyers.
But a company with a brick and mortar storefront or office can always be found, at least physically, always has a second chance to grab a buyer once they knock on the door. So while it is always a good practice to use emails for a local company, a small business’s email messages to their lists are used primarily as a “reminder” to get prospects and customers to call or come by the business.
A kind of digital prompt to tell them, “Come by and see what’s new!” As you can see the same process, sending an email to someone on a list – has a much difference focus for a small business than it does for an internet marketer. Same tool, different tactic.
- Web marketing is about connecting people to the things they already want
- Web marketing is more than just promoting your products and services – it’s about ‘pain-killers’.
- Web marketing uses the same tools but has different tactics than other marketing models. So local marketers must take all ‘internet’ marketing tactics with a grain of salt….
When you forget that you are also selling “pain-killers” (solutions to problems of some sort) as well as emergency plumbing repairs, account books the IRS loves to hate or honest auto sales or, ceramic gift pots that’s when your web marketing runs aground.
Always remember as you are creating your web marketing, you need to always think about what other benefits (i.e. pain relievers) you are selling beyond the most oblivious ones.
But no matter what kind of web marketing you might consider doing, thing can get started until you have a fully functional website – one you can update and control whenever you see fit. If you interested in learning how to create a such a website, I invite you to click > How Anyone Can Create a Business Website Using WordPress.