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What Will Become Of The New Geniuses Of Internet Marketing?
- By Ted Cantu
- Published 04/30/2008
- Other than plastics...
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Ted Cantu
Ted Cantu can be found at http://www.1seomichigan.com he consults companies on making smart powerplays and getting plenty of Google attention.
View all articles by Ted Cantu
Can there be too much of a good thing? There are so many “gurus” out there who have figured out the mechanics of Internet marketing these days. Maybe they have figured out what makes sense for themselves as business owners. A lot of these magical finds only work within one industry. That means these techniques will only work for the owner for the time being.
But that could all change tomorrow.
Remember in the not so distant past the rage over broadcast fax. Industries folded up literally over night because business got comfortable with one single technology. They bet the farm on it and lost their game. That can happen with just about any single internet technology today. There are a lot of experts popping up at conventions who have mastered Google adwords, pay per click campaigns, publicity, and getting their articles published all over the web. But what happens as the web changes and business owners are too caught up in their business to notice?
For many of them this could spell lights out.
That’s why the true test of time is going to come when these techniques can blend easily from one industry to another. One form of lead generation is going to be stronger than another depending on the industry it comes from. For example, you may find that a lead for a home based service may come from display ads in a home paper as opposed to a pay per click ad. This pay per click model could serve a legal firm better than a home repair company. You have to always pay attention to the proper distribution channels for that particular industry. Every one of them has a different set of rules.
The Meaning Of True Success
A lot of these internet experts have made millions of dollars by perfecting something small within their niche online. It could be combining online and offline lead generation techniques and forcing their prospects through squeeze pages. But that is just one aspect of what it takes to be successful. In the course of long term relationship
building this becomes problematic. One should strive to make a multitude of sales from that one prospect instead of just focusing on the one time sale.
One time sales are like freak accidents. They are hard to duplicate and they are often created without the use of a system. They are hard to duplicate because the exact conditions are hard to determine. When I select a guru to study and learn from I look for systems. I want something I can duplicate and recreate on my own. The other thing I want to do is look for ways I can sell them something bigger on the back end. I like to think big.
This is hard to do when you are working on a one trick pony angle.
I ran into a video series of the new bad boys of Internet Marketing and I got to say it was impressive. But too many times I found that this series was too simplistic. In each scenario the selected guru had taken an idea or a concept and ran with it. They exploited that technique to the hilt and made a substantial amount of money out of it. This was pretty impressive but my mind kept drifting back to the broadcast FAX thing and the passing thought….. this could all end tomorrow.
No doubt the web is going to blossom into something else. It already has in many ways. We now have at least 9 different families of search including digital web video, social bookmarking, blog search and podcasting just to name a few. This is going to be an incredible market to play in and in a lot of ways it already is.
Will business owners have the imagination or the patience to grasp it? The guru will survive no matter what happens because he sees the big picture and will do what it takes to survive. He is the pioneer and will lead the way. But the business owner who dumps a few thousand bucks into a campaign is the one you must look out for. They are in it most times like a jack in the beanstalk frame of thinking. They want to make sure they have purchased the “magic beans” and will find a quick way to riches.
Will the American business owner, (small and medium business owner) have the imagination or the patience to see the “big picture”? Time will tell.
But that could all change tomorrow.
Remember in the not so distant past the rage over broadcast fax. Industries folded up literally over night because business got comfortable with one single technology. They bet the farm on it and lost their game. That can happen with just about any single internet technology today. There are a lot of experts popping up at conventions who have mastered Google adwords, pay per click campaigns, publicity, and getting their articles published all over the web. But what happens as the web changes and business owners are too caught up in their business to notice?
For many of them this could spell lights out.
That’s why the true test of time is going to come when these techniques can blend easily from one industry to another. One form of lead generation is going to be stronger than another depending on the industry it comes from. For example, you may find that a lead for a home based service may come from display ads in a home paper as opposed to a pay per click ad. This pay per click model could serve a legal firm better than a home repair company. You have to always pay attention to the proper distribution channels for that particular industry. Every one of them has a different set of rules.
The Meaning Of True Success
A lot of these internet experts have made millions of dollars by perfecting something small within their niche online. It could be combining online and offline lead generation techniques and forcing their prospects through squeeze pages. But that is just one aspect of what it takes to be successful. In the course of long term relationship
One time sales are like freak accidents. They are hard to duplicate and they are often created without the use of a system. They are hard to duplicate because the exact conditions are hard to determine. When I select a guru to study and learn from I look for systems. I want something I can duplicate and recreate on my own. The other thing I want to do is look for ways I can sell them something bigger on the back end. I like to think big.
This is hard to do when you are working on a one trick pony angle.
I ran into a video series of the new bad boys of Internet Marketing and I got to say it was impressive. But too many times I found that this series was too simplistic. In each scenario the selected guru had taken an idea or a concept and ran with it. They exploited that technique to the hilt and made a substantial amount of money out of it. This was pretty impressive but my mind kept drifting back to the broadcast FAX thing and the passing thought….. this could all end tomorrow.
No doubt the web is going to blossom into something else. It already has in many ways. We now have at least 9 different families of search including digital web video, social bookmarking, blog search and podcasting just to name a few. This is going to be an incredible market to play in and in a lot of ways it already is.
Will business owners have the imagination or the patience to grasp it? The guru will survive no matter what happens because he sees the big picture and will do what it takes to survive. He is the pioneer and will lead the way. But the business owner who dumps a few thousand bucks into a campaign is the one you must look out for. They are in it most times like a jack in the beanstalk frame of thinking. They want to make sure they have purchased the “magic beans” and will find a quick way to riches.
Will the American business owner, (small and medium business owner) have the imagination or the patience to see the “big picture”? Time will tell.
