Why Your Internet Strategy Stinks
Posted by Jody Raines
Do you have an Internet marketing strategy? As part of your overall marketing plan, it's become a very important key component to understand the Internet and to use it wisely.
As an old school marketer who is familiar with traditional marketing principals such as reach and frequency, the subject of developing an Internet strategy can be confusing because new media is utilized differently than traditional media. Yesterday, we were buying time or space and today we are making time and space and vying for position on search engines, such as Google or Bing. In fact, if your marketing plan does not include social media, you are frankly, missing the boat!
So, what constitutes a good or bad Internet strategy?
Here's a few examples:
1. Website - Your website was just re-done. It's absolutly gorgeous. It opens with music and fanfare, and dancing debutantes who give a short presentation about your product. Sure, it takes a bit to load, but it's a great video and you are sure that people will want the information that you are sharing.
Good or bad?
2. Twitter Account - Yes, you have a Twitter account and you are using it every day. You use the account to tell everyone about your sales and because not everyone is online all the time, you share the sale information several times throughout the day.
Good or bad?
3. Facebook Business Page - why would you need a Facebook business page? Facebook isn't for your business, and your type of business just doesn't lend itself to Facebook.
Good or bad?
4. Email marketing campaigns - You have the list of the attendees of the last Chamber of Commerce event and you just added them to your database to email to. Just to be sure they get the emails, you are doing to sent them a new blast every other day.
Good or bad?
5. Website Blog - You have a blog and you use it at least once a week to tell the world just how great your newest product or service is.
Good or bad?
Guess what - these are all what I would call BAD. Yep. They stink. There is a difference between just doing the right things, and doing the right things the right way. Too often, an Internet marketing strategy may be created and the marketing department can be very busy creating tweets and posting blogs, but there is no engagement.
Yes, it's important to have a website, but load time is critical. Having a tremendous message is of no value if no one is going to stay around long enough to see or hear it.
Having a Twitter account is great, but it makes no sense to use it only to broadcast. If you aren't using the 70-20-10 rule, you've missed the boat. Not sure what the 70-20-10 rule is? That's an even bigger issue!
Facebook would be the worlds third largest county in terms of population. What makes you think that your business doesn't belong there? Who are your customers? Do you think that many of them may be there? If your competition is there, you've just missed a huge opportunity.
Please don't spam people you don't know with your email blasts. Especially if you are sending out the email from your personal email address, you stand the chance of getting black listed. That's when your real emails will not be delivered because too many people have reported your email address as spamming them. Don't send out emails to lists of people that you've accumulated - be sure those people wish to receive emails from you first.
And congratulations on having a blog. Further kudos for continuing to use that blog. Where you fall short is understanding what the blog is about and for. The blog is not a sales device or way to promote your newest product - it is, however, a place to connect, share viewpoints, and establish your though leadership. Posting helpful information and ideas, asking questions and encouraging interaction are all great ways to use your blog.
The true power of today's Internet is that you have the opportunity to interact and engage with potential customers and clients. Just posting without listening is a bad strategy. Posting always about your sales is pretty boring.
Have you had an interaction with someone on a social network that evolved into a 'relationship'? The crazy thing is that you feel like you 'know' someone, even though you never met in real lift. If you are not cultivating these opportunities to develop spheres of influence, your Internet strategy could be improved.
What do you think? Have you been able to develop a relationship on a social site that lead to business? 
WebMarCom is an Internet strategy and Web Marketing Communications Agency based in South Jersey and Philadelphia.