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Sunday, 26 April 2015

Don't spend a penny on online marketing

Online marketing is an immensely big city. 

It consists of tens of millions of businesses trying to be the highest or most noticeable building. 

At any rate: to get noticed. 

Some invest millions, and others make do with searching online for 'rank high in the search engines for 49€'. 

The Internet is a permanent 'American Dream', making millions believe in the promise of wealth and success…  

if you just spend 50€. Or every month a bit. Or with these free tips. 

Now, rationally you and me know it won't work. We're not idiots. We know the real story.

Reality = 

That someone goes through years of efforts and expenses to become, say, a Pharmacist. For that's a title with potential: its reputation has been built by generations. We know that this person then scans the region for a location that increases this potential. And then picks a building that transmits reliability,  on a very centrally located spot. Next step: much money is needed for the decoration, stock, etc... to enhance the trust of the possible customer who will walk through the door. Without it, that person will not convert into a customer. Only when all that has been taken care of, he or she will install the internationally recognised symbol above the doors to start attracting the very first person.

The marketing potential has already been maximized before startingAnd that very first marketing tool, the light box, is an affair of hundreds of Euros.  

So why do we believe in the online promises of cheap, quick, free...? 

That the whole world might struggle when building a business, but you and me will manage with free tips? We will have a functional business with a template website design and a 22€ Euro book named 'How to be successful online'? 

How on earth is it possible that we believe that? 

One word: surfing online happens from home. 
It has always been our castle. Where we let down our guard.
Our survival mode is switched to the lowest possible level.


So we can belief that a millionaire in Nigeria has left us his money. That a photo model is in love with us. Anything that would make us laugh in real life... seems plausible when it happens online.

'Rank Nr 1 in Google for 49€'! 
'Attract more customers with a free website'.

Sure. It's a great New World, one where working or thinking very hard belongs to the past. Everything is easy now. 

What is the remedy?  

Don't fall for it. Realise that it's a World of Make Believe.

If any marketing tip online would be really valuable, make you get ahead of competition - it will not be online in the first place. 

Companies or platforms offering online marketing solutions are online marketers themselves. They know everything about the 'loss aversion bias': the human tendency to stick with programs not because they like them so much and are so effective... but because they are afraid to lose out when they stop them. 

"So, let's continue with this monthly cost, I have no idea what it delivers but results might be even lower if we cancel it".

They know about the Buyer's Stockholm Syndrome, and they know we are all dreamers, or lovers of lotteries and Casinos (where the odds are equally high). 

Treat your online marketing as professionally as anything else 

You have a small company. It works thanks to an immense investment of work, time, thinking and your strong belief in quality. 

Your online marketing will not be different. It's work. It's thinking. It's competitive

Don't spend a single penny on any online marketing tool or promise, untill you've looked at the offer from all sides, also from your desk in your professional environment and together with colleagues or partners who are in a very professional mindset.

Wait a month. Look at it again. Think whether the foundation has been optimized (it's no use sending traffic to a website that will not convert into customers). 

If it still looks good, then go for it.

Bernardus


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