Secret To Internet Marketing
I've been an Internet marketer since creating my first website (FoundObjects.com now RIP sadly) in 1999. Teams I've managed have made over $30,000,000 with an AOV (Average Order Value) never higher than $62. Divide $30M by $62 and you can see that our web properties generated right at a half a million transactions.
In the last 14 years I've had the honor of working with and getting to know some GREAT Internet marketers. I spent a day working with Seth Godin and am lucky to live in the Triangle area of north Carolina where great IMers such as Mark Traphagen and Phil Buckley live. Mark introduced me to some of his amazing friends including David Amerland and Todd Hartley.
I've met and learned content curation and marketing from amazing curators on Scoop.it including the Scoop.it team (Ally Greer and Guillaume Decugis) and Robin Good, Michele Smorgon (@maxOz), Brian Yanish (@MarketingHits) and Cendrine Marrouat to name a few. I'm also friends with one of the most prolific and consistently highest quality creators / curators on the web Neil Ferree (@FerreeMoney) who is a proud member of our Cure Cancer Buzz Team and whose content ROCKS G+, Scoop.it and Twitter daily.
I love Internet marketing and am connected and sharing most of every day (weekends included :). All of this by way of explaining my Bona fides in order to make this statement - there is no single secret to Internet marketing so stop looking for one.
No Silver Bullet In IM
Internet marketing is an organic living thing. It changes every minute of every day and the numbers describing the amount of change are astronomically large. The fact that those changes are tiny doesn't change the fact that there are literally billions and billions of tiny changes happening every fraction of a second.
The web and Internet marketing only have one speed - FASTER. And the web only has one time - NOW. Attempts to box up your Internet marketing to understand it in some linear way are futile and potentially damaging.
Biggest damage I've seen in Internet marketing is when marketers attempt to force their will on the web instead of surfing, incorporating and listening to the reality that is there. There may not be a single sliver bullet, but fight the web at your peril.
The web can be mean and inaccurate and that can make those on the receiving end of such mean inaccuracy mad. Better to stay calm and create content. Don't create defensive content (ever), but simple, easy to understand declarations supported by someone other than you.
Community is so important because, in our social and connected time, we check everything with "the other". The other is the vast sprawling spirit of the web. We've learned how to collected information on anything, parse out the highs and lows and understand truth via means and averages. We can do this now like we breathe and our sons and daughters can text in their sleep :).
Team = Most Important Idea
While there isn't a single silver bullet, one CSF (Critical Success Factor) I've see overlooked all the time is TEAM. Perhaps the most important creation or "product" any company or brand develops today is a capable Internet marketing team. What "capabilities" do great Internet marketing teams share?
Great Internet Marketing Team Capabilities
- Prefer ACTION to JUDGEMENT.
- LISTEN more than they TALK.
- Great TALKERS (writers, communicators) too.
- Less EGO more CURATION.
- More CURATION than CREATION.
- Respect each other.
- Know the TEAM is the thing.
Internet marketers build sand castles on a beach where the tide comes in several times a day. If we don't destroy our castles other "natural" forces will. Becoming attached to any creation, ideology or "ism" is a sure road to failure.
If my description of the ultimate Internet marketer sounds artistic good. Internet marketers and artists share many traits including the ability to hold two opposing ideas at once. PPC doesn't create ROI but it is part of a modeled system and so we remove it at our peril is an example of holding and acting upon opposing ideas.
If you are new to Internet marketing welcome and you have some reading to do, but don't just read. Get in the game. Create a Twitter and G+ account. Follow @ScentTrail and link to my Martin W Smith G+ Profile. Follow the other amazing Internet marketers I've listed throughout this piece. The best way to LEARN Internet marketing is to DO Internet marketing and watch others who are in the game.
Go to conferences. Meet the people you follow (don't worry they are people too) and the next time you are at a table where someone is touting the latest greatest Internet marketing silver bullet smile and nod knowingly.
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