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October 17, 2007
Marketing via the stars
The job of the online marketer is to be in many right places at the right time. We've spent a lot of time agonizing over how to identify leads that come in from the Web. In the end it doesn't matter. You have to be there (wherever there is). In search engines, in online publications, in press releases and so on.
What I like to tell clients is: "We can't make the stars align, but we can connect the dots into a constellation that leads the Web traveler back to you. That doesn't mean litter Web space with banner ads and trashy search engine practices. It does, however, mean getting a presence on many relevant sites, directories, etc. through good PR, search marketing, blog efforts and by having a solid site that radiates your brand.
We recently landed a great client prospect who saw us on the Web first. He then asked a friend about the firm, who highly recommended us. Many times the dominoes tumble in reverse -- someone refers a prospect to us and then the prospect checks us out on the Web site. Who cares whether the Web effort makes the score or gets an assist. Just make sure your brand is consistent anyway they find you.
Posted by Bob Brin at October 17, 2007 12:04 PM
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