Comments on: Your Target Audience Still Doesn’t Know Squat, So Teach Them

By: Tim Tracey

Tim Tracey — Mon, 19 Jan 2009 07:14:50 +0000

You don’t mince words, Andrew. Small business owners are screwed by the amount of time and money required to build a Web marketing program.

In my opinion a new approach to the problem is needed. Perhaps one that mimics the success of organic word-of-mouth to facilitate and capture sales leads.

Why not simply “webinize” the WOM process that has consistently delivered the most qualified leads? Why can’t businesses increase their sales by connecting to their network of satisfied customers, neighbors and friends in a Web-based social network like Facebook?

If they could do this then they’d be able to know exactly where their best new customers were coming from. (They could even voluntarily reward them to show their appreciation.)

Such a system would eliminate the time and expense of creating and updating a Web page. It would be as easy as having a Facebook page.

- - Tim

By: David Saunders

David Saunders — Wed, 14 Jan 2009 18:21:59 +0000

Despite all these small business worrying they should get a decent Moveable Type Blog set up and add the Facebook plug in - use spare time (a lot these days) adding articles and - well you know the story….

They always wonder why they’re doing it after not ranking #1 on Google after a few days an give up - maybe all that YP money would be better spent on hiring an SEO and Blogger.

Auto Dealers are the worst for sure -

David

By: Don Campbell

Don Campbell — Mon, 12 Jan 2009 04:55:20 +0000

Wow, well said. This part of your article really stuck with me:

“You need to have a state-of-the-art customer education strategy.”

Right on.

Most clients just want to understand how to make sense of all the changes in how to promote their small business. They don’t know where to start. It’s easy to lose sight of this when we work with the technology every day.

Excellent article Andrew.

By: Eugene

Eugene — Sun, 11 Jan 2009 15:32:03 +0000

Will, that is exactly my point
If all recommendations are towards “get everything free when you can” I wonder how long platforms that provide free + up sale products model will stay in business for your clients. I am not trying to diminish the value of know-how that you provide, but I think it is fair to share small fraction of 4k with service providers and support the industry, rather than give clients bunch of free samples (some of them are really good thou) when you actually charge for your services.

By: Will Scott

Will Scott — Sun, 11 Jan 2009 06:53:13 +0000

Eugene,

We only work pro bono for friends and family and the occasional non-profit.

It’s self-serving really: I’d rather they spend that 4k with us than on a web site

By: Eugene

Eugene — Sat, 10 Jan 2009 16:51:22 +0000

Andrew, I cannot agree more. Unfortunately, education efforts contribute to drastic diminishing of ROI (right Will?). Education does not guarantee conversion, having savvy customer can actually complicate the effort. SMB online market will flourish when Internet is part of pre K, not Medicare part D. Lets wait until the generation will change or maybe target youth to influence parents? Will, do you work pro bono ?

By: Will Scott

Will Scott — Fri, 09 Jan 2009 01:55:54 +0000

Great post Andrew!

My starting point with Mom & Pop is “Don’t spend a ton of money on a web site”!

Get a copy of WordPress (.org) or set up a site on WordPress (.com). I have some preference for WordPress (.org) today for Mom & Pop, but that’s another story.

Another is, “get your own darn email address”! (Google Apps anyone?)

And then finally, “the best things in life are free”. In other words, don’t waste a bunch of money on AdWords until you understand Return on Investment! And, go out and get all the free listings you can (and exploit the heck out of them).

It’s not hard if you know what you’re doing. We just need to show them what to do.

Will