People have all kinds of opinions when it comes to the Internet and their business. Sometimes those opinions drive them down a particular marketing channel or stop them from engaging online at all. Thinking for yourself is very useful but making decisions based on “I just don’t think blah blah blah…” or “I just think we need to have …” really can be a massive waste of potential in your business.
The Internet provides you with data. With data, your opinions (and mine) just don’t count for much. We no longer need to make decisions based on our prejudices because we can test them.
Don’t think Facebook is going to be any use to your business? That’s fine but you don’t need to hamstring your business by letting that guide your decision. Set up a Facebook page and a viable plan to use Facebook to market your site and measure the results.
Personally, I don’t particularly like the whole Social Media craze. That’s not a business statement or a piece of analysis. It’s my emotional response to the notion of having friends through 140 character updates. Rubbish. Let’s go to the pub and have a chat. But I don’t have to let what I think restrain how I promote my business online. I have data points, so I can test.
I don’t really use social media to stay in touch with friends but I have found some of it really useful for staying in touch with useful business information.
If you are not sure whether the Internet can make a real difference to your business, have you read our post on Internet usage statistics and consumer behaviour? Have a look at it, but more importantly with a little bit of time and a small budget you can test. You’ll have data and you won’t need to make a decision in the dark.
If you don’t think SEO works or think it’s somehow dodgy or needless,
If you think Google Adwords is some kind of scam where you pay to get to the top,
If you think your customers are different and they aren’t online,
. . .
You might be right but you are probably not.
The point is that sometimes what we think isn’t very important. The traffic is there and someone is getting it and our opinions just don’t matter. We need to look beyond them. The Internet gives us data and we should use it to make informed decisions.
There are a couple of points I want to make before I finish:
- It can be just as wrong to decide you really need to be doing something on a whim as it is to decide that you won’t. Just because I read an article on how Social Media is the next big thing, doesn’t make it the right next step for my business.
- We’ve come across a number of small clients who have tried Adwords and concluded that it doesn’t work (costs too much, doesn’t convert to sales etc.). Setting up a proper campaign for them has created radically different and improved results. To test something, you need to do it right.