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Michael Libbie wrote a great chapter on internet marketing for our book How Business Gets Done. In it he relates a story that is all too common. Most businesses just do not get internet marketing. My favorite line in his chapter is “Remember, this isn’t always about YOU…it’s about your customer.” You the business person need to meet the customer where they are, not where you think they need to be.
In the brick and mortar world, that means locating your physical location where the customer finds convenient. The problem is you cannot have a huge number of locations, so you have to use other forms of marketing to direct them to your store.
The internet is no different. You cannot be everywhere. You can determine where your customers are and meet them there. Once there, putting up a sign/advertisement is not enough. You need to be part of that discussion where they are and help them get to know you. Once they know you and feel comfortable with you, they will buy from you.
Michael does a great job of laying out realistic strategies for a start-up or emerging business on pulling together an internet marketing strategy. Give it a read. You can get your copy of How Business Gets Done here.
Are you meeting your customers where they are? Are you helping them get to know you?