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Internet Marketing is Information MarketingContent is King Providing the user with quality content is one of the most important aspects of a successful website. Whether they can’t be bothered, don’t have enough time or simply don’t understand the importance of updating their website with fresh content, it’s an aspect of their marketing plan that most website owners neglect. So why is Internet marketing different to offline marketing? Have a look at the two pictures here: Here a typical online situation:
Here a typical off - line situation:
Offline, it’s all about location, location, location. In other words, you locate your business where the trade is. Most of this passing trade does not go out with the intention of buying something from you. For this reason, business owners need to get their attention quickly. Building an eye-catching store, filling it interesting products and advertising your service all helps to market your business to the masses and draw them in through the door.
That difference seems so obvious. And yet, online small businesses fail to act on the critical difference between offline and online pre-customer behavioural patterns.
Why don't online businesses conduct their online affairs according to The Fundamental Reality of online surfing behaviour? They (and their Webmasters) seem trapped in the old, ingrained, offline "monetize-IMMEDIATELY" mindset. So they "put up a site" without building traffic right into the home page and every page thereafter, from the ground up.
Result? Doomed from Day 1. If the most fantastic site in the world cannot build its own organic, warm, willing-to-buy visitors, it might as well not exist. Which brings up the following.. There Are No Bustling Crowds On line... No one online ever happens to "just pass by your site and notice it." Instead, individuals surf. See the woman in the photo, above-right? She is looking for information.. She is not looking for you. No one is looking for you. After all, if they knew you existed, they would not be searching. They would already be customers. No one is looking for you at all. This is so important, that it is worth repeating.. No one is looking for you at all. Market Information, Not Products If you sell a product or service using the internet, you should lead with information about solving problems, not information about the product or service itself or worse: just about YOU. Remember: Nobody is looking for you. It’s an old cliché, but it bears repeating: Nobody who bought a drill wanted a drill. They wanted a hole. What this means for you is that instead of providing information about drills, you should deliver information about making holes. You’ll get a LOT more sales leads – with fewer literature collectors – and establish more credibility with prospective customers that way. This is Massively Huge! This is NOT just an afterthought. It is an entire shift in strategic direction that has created fantastically effective results. As in thousands of potential customers calling, sending emails, asking you for information. search engines like Google and Yahoo have that same goal: providing information to their users. This is actually what the user expects when he searches the Internet. This is why they rank sites with Information higher then sites which simply show products. There is even a term for this in the SEO community: Topic Authority The same train of thought applies to search engines like Google and Yahoo, which is why they rank websites with information higher than websites with products. There is even a term for this in the SEO industry: topic authority. A website with topic authority easily overtakes websites without topic authority in the ranking stakes. To increase your website’s topic authority, you need to write quality in-demand content about your website’s subject, and direct users to even more information about the subject. While directing users to other websites may seem strange, it makes your website much more credible and pays off in the long-term. Online marketing should NOT be about finding a way around this concept, online marketing is exactly this: Market Information not Products
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