Be Googled Or Die
Be Googled Or Die
With globalization going at full steam, just remaining the status quo will mean that your global competitors are eating into your market share while we speak. What do I mean by that? Many a times, I’ve spoken to successful business owners who run successful businesses who are contented to stick to their current growth rate and happily servicing their existing clients.
They have no desire in getting on the Internet. In business, there is no loyalty to a particular company. It’s more of the ability to stay competitive. With the Internet, your competitors can steal your customers under your nose without you even knowing it. Only to realize it after you’ve lost your competitors. Sometimes, they just get a website up without understanding how it works to their benefits. Having a website is just 5% of the equation. At the end of the day, it’s the traffic that matters.
The Internet scene has definitely changed big time and let me stick some examples.
Case Study 1
Company ‘A’ was a successful contract manufacturing company based in Singapore serving some of the biggest Electronics Manufacturers such as Nokia, Motorola, Sony and HP. They used to think they were competitive but not realizing that some China based contract manufacturing companies were sourced from online B-to-B portals and as they were having significant web presence.
The company was de-listed from the Stock Exchange in less than 18 months thereafter. A rude shock but the company never managed to recover from there. The next company is probably a bigger shock than that.
Case Study 2
Company ‘S’ was one of the biggest Advertising Agencies, if not the biggest in Singapore, Asia and probably Europe. After operating in Singapore for more than 20 years, they decided to pull out their operations from Singapore and Bangkok. At one look, you might think that the company had run into huge deficits with their high operating costs but the real reason is otherwise.
They failed to realize where the Internet has evolved. With more people using online media such as Face Book, MySpace, Google Videos, YouTube etc,
traditional media such as TV, Print Ads had suffered at least a 10-15% drop in advertising revenues and 30-40% in viewership and readership respectively.
Company ‘S’ did not realize this trend and carry on with their normal business operations not knowing that many of the other Advertising Agencies had already realized the trend and started equipping skills and marketing new services of promoting their clients services in the ‘New Media’ using online videos and powerful techniques such as viral marketing. Another classic example of how a big boy got beaten badly.
Marketing Your Business
When you have a business, whether an offline or online business, you have to actively promote it. It does not matter whether you’re the No.1 or No.2 player in the market. If you are not found on Google, you’re not there to compete. A company that is probably a small player would have gotten the lead or deal.
Congratulations, while you are ignorant of what’s happening, your competitors who might not have spent as much money as you had on branding would have gotten your potential customers with probably a small fraction of what you would have spent on traditional media.
Most Cost Effective Marketing Solution
One of the most cost effective marketing would have to be Email Marketing or E-Marketing for short. Sending out emails cost almost next to nothing but sending thousands of emails is another skill altogether. ISPs normally detect your email as spam mail when you try to send too many recipients at one go even though your email address is rated as ‘White List’ in their address book. Having third party Autoresponder service providers will help you overcome the problem. Otherwise, you could also approach organizations with large email databases that provide email broadcasting services.
Ways of Driving Traffic
Social Networking sites help drive traffic to your website but most of them are not targeted. If you are selling high ticket items (E.g. Products or Services that cost $300 or more) you can make use of the Search Engines to drive targeted traffic to your website. It will be helpful if you could measure your site’s conversion ability as the copywriting on your landing page (the desired directed page) while you fine tune the online marketing exercise.
Tips to Successful Online Marketing
As the saying goes, ‘If you want to measure your success, measure your results”. It is therefore important to set a targeted ROI and KPIs before starting on any online marketing campaign. It is also advisable to be selective of vendors and understand the strength and weakness of the company. The best strategy would be to engage vendors who have specific strengths in each field E.g. Online Media Advertising / Viral Marketing / Search Engine Marketing / Search Engine Optimization / Email Marketing. Any company that tells you they can’t guarantee you results is probably trying to scam you or don’t know their stuff well enough or probably trying their luck in getting you as their client.
Be Googled Or Die - To learn more about this author, visit Edmund 's Website.
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When Bill Gates mentioned 5 years ago that in the next 5-10 years, if you’re business is not on the Internet, you will have no business, he really means it. Right now in the year 2008, we are seeing more and more companies struggling to compete in their respective markets. What has happened is that globalization has almost matured in recent years. Those companies who understands it survives, those who don’t will face the agony of winding up their businesses.
With globalization going at full steam, just remaining the status quo will mean that your global competitors are eating into your market share while we speak. What do I mean by that? Many a times, I’ve spoken to successful business owners who run successful businesses who are contented to stick to their current growth rate and happily servicing their existing clients.
They have no desire in getting on the Internet. In business, there is no loyalty to a particular company. It’s more of the ability to stay competitive. With the Internet, your competitors can steal your customers under your nose without you even knowing it. Only to realize it after you’ve lost your competitors. Sometimes, they just get a website up without understanding how it works to their benefits. Having a website is just 5% of the equation. At the end of the day, it’s the traffic that matters.
The Internet scene has definitely changed big time and let me stick some examples.
Case Study 1
Company ‘A’ was a successful contract manufacturing company based in Singapore serving some of the biggest Electronics Manufacturers such as Nokia, Motorola, Sony and HP. They used to think they were competitive but not realizing that some China based contract manufacturing companies were sourced from online B-to-B portals and as they were having significant web presence.
The company was de-listed from the Stock Exchange in less than 18 months thereafter. A rude shock but the company never managed to recover from there. The next company is probably a bigger shock than that.
Case Study 2
Company ‘S’ was one of the biggest Advertising Agencies, if not the biggest in Singapore, Asia and probably Europe. After operating in Singapore for more than 20 years, they decided to pull out their operations from Singapore and Bangkok. At one look, you might think that the company had run into huge deficits with their high operating costs but the real reason is otherwise.
They failed to realize where the Internet has evolved. With more people using online media such as Face Book, MySpace, Google Videos, YouTube etc,
traditional media such as TV, Print Ads had suffered at least a 10-15% drop in advertising revenues and 30-40% in viewership and readership respectively.
Company ‘S’ did not realize this trend and carry on with their normal business operations not knowing that many of the other Advertising Agencies had already realized the trend and started equipping skills and marketing new services of promoting their clients services in the ‘New Media’ using online videos and powerful techniques such as viral marketing. Another classic example of how a big boy got beaten badly.
Marketing Your Business
When you have a business, whether an offline or online business, you have to actively promote it. It does not matter whether you’re the No.1 or No.2 player in the market. If you are not found on Google, you’re not there to compete. A company that is probably a small player would have gotten the lead or deal.
Congratulations, while you are ignorant of what’s happening, your competitors who might not have spent as much money as you had on branding would have gotten your potential customers with probably a small fraction of what you would have spent on traditional media.
Most Cost Effective Marketing Solution
One of the most cost effective marketing would have to be Email Marketing or E-Marketing for short. Sending out emails cost almost next to nothing but sending thousands of emails is another skill altogether. ISPs normally detect your email as spam mail when you try to send too many recipients at one go even though your email address is rated as ‘White List’ in their address book. Having third party Autoresponder service providers will help you overcome the problem. Otherwise, you could also approach organizations with large email databases that provide email broadcasting services.
Ways of Driving Traffic
Social Networking sites help drive traffic to your website but most of them are not targeted. If you are selling high ticket items (E.g. Products or Services that cost $300 or more) you can make use of the Search Engines to drive targeted traffic to your website. It will be helpful if you could measure your site’s conversion ability as the copywriting on your landing page (the desired directed page) while you fine tune the online marketing exercise.
Tips to Successful Online Marketing
As the saying goes, ‘If you want to measure your success, measure your results”. It is therefore important to set a targeted ROI and KPIs before starting on any online marketing campaign. It is also advisable to be selective of vendors and understand the strength and weakness of the company. The best strategy would be to engage vendors who have specific strengths in each field E.g. Online Media Advertising / Viral Marketing / Search Engine Marketing / Search Engine Optimization / Email Marketing. Any company that tells you they can’t guarantee you results is probably trying to scam you or don’t know their stuff well enough or probably trying their luck in getting you as their client.
Be Googled Or Die - To learn more about this author, visit Edmund 's Website.
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