March 10th, 2010
by Lorrie Thomas
I have been working my wild web woman buns off lately. Between teaching, training, running Web Marketing Therapy, speaking, managing clients and doing advisory, I hear myself repeatedly explaining (to organizations large and small) that web marketing work (websites, optimizations, online advertising, search optimization, blogging, Facebook, Twitter and more) is not going to magically make sales, instead, it SUPPORTS organizations in making, building and growing relationships.
Web Marketing needs to Serve and Support to Sell. Look critically at your web marketing and see how it communicates who you are, what you do and who you serve. Does your web marketing have valuable information, attract quality visitors, share helpful information, educate people, enlighten people?
You need to get out of the techy web marketing mindset and re-train your brain to look at web marketing as a way to get into the relationship business.
No matter what business you are in, you need to be in the relationship business FIRST.
Web marketing is not egotistical execution to force sales. Marketing serves to start and build relationships. When people know you, like you and trust you, then sales happen.
Marketing works to make relationships by boosting awareness, sharing information, educating, collaborating, connecting, serving and when there is trust…sales happen, and happen again.
Trust levels are at an all-time low in tough economic times. It is time to stop stressing about “spending” on web marketing. I encourage you to start thinking about “investing” in a healthy foundation that solidifies your credibility, user experience, visibility and your message (sell-ability). A solid web marketing foundation with a clear purpose and some heart in it will last the life of your organization.
When web marketing strategy has clear purpose, intention, passion, desire to offer good service, partnership and employs commitment to stellar communication then it supports sales.
It is time to start thinking REAL return on investment (ROI) – think Relationship ROI! We did a free webinar on Relationship ROI that is worth watching. Watch Free Relationship ROI Webcast.
Am I going to make sales by posting this blog post? NO. But will you all continue to learn from me, connect with me, become more empowered and have a great cyber-relationship with me and my virtual team? I hope so. Being in the relationship business has carried me for the last 15 years that I have been working. The tools I use to make and grow relationships has changed since I got in business, but the core cause will always be there.
Put some heart in your work. Share, learn, give, grow and love how the web can work for you!