You Don’t Have to Throw Away Everything You Know About Marketing

There has been so much talk and publicity surrounding social networking and Internet marketing that it is easy to feel “out of touch” with what’s going on out there in cyberspace. The truth is: If you know how to market using the traditional methods such as print ads and direct mail, you are most of the way toward being able to use the tools provided by technology today. The most important adage still applies: Know your target audience.

One of the greatest values presented by the growing dominance of Internet marketing is in its ability to help you to create hyper-targeted marketing campaigns. Through the use of tools such as email auto-responders and opt-ins, you can build an incredibly focused list that is yours to market to at any time. The auto-responder allows you to automate a campaign that can run for days and months.  If you don’t know your target market, it won’t matter if you can’t use an auto-responder or an opt-in. They’re useless in a “spray and pray” approach to marketing.  Fortunately, they aren’t as costly as a snail mail campaign gone bad.

There is no “trick” to Internet marketing. If you bombard potential leads with garbage, that’s exactly where your electronic marketing material will end up. To be successful it is absolutely vital that you lead with value. If you can provide useful information to people, they will most definitely be more receptive to what you have to offer in terms of service, or product or business opportunity. This is where the social networking component fits into the picture. It is tied to another well-known adage in business: Build relationships with your clients. The social networking sites that are hot right now include Facebook, Twitter, and YouTube. These sites allow you to present an image of yourself or business to people all over the world. You do need to be aware of the tools and how they are used by others. If you’re not careful, you will quickly find your Twitter account loaded with spammer turds. Some people feel the need to cut right to the pitch, not unlike those at a live networking event that walk up to you and hand you a card before they’ve listened to whether or not you’d be a qualified lead or even asked you for your name.  They’re working a “numbers game”. And that’s OK for them, but I’m personally not interested in doing business with people like that. I remember hearing that Warren Buffet has 3 questions he asks before he goes into a business deal:  Do I like them? Do I respect them? Do I trust them? Seems pretty reasonable to me, and I think Warren Buffet knows something about business.

So before you start worrying about how you can use social networking and Internet marketing to drive business, start thinking about what your ideal client looks like. If you stick to some of the time-tested marketing strategies, you will have no problem learning the tactics involved with using technology to gain new leads and clients.