Why the Internet Isn’t Working for Your Company
You can’t get away from the constant buzz of the Internet. You keep hearing how the Internet is changing the way businesses do business but you still don’t see how or why it’s making a difference in your business.
Contractor Power has been providing Marketing services for companies that operate within the Building – Maintenance – Home Repair markets for the past 15 years has given me a unique perspective into the success vs failure line that trades professionals address on a regular basis. This article covers the attitudes and misconceptions about Internet Marketing that lead to wrong action or worse yet inaction that results in falling further behind the competition.
1) You think a website is similar to a Yellow Pages Advertisement.
Forget trying to compare website capabilities and functionality with any type of pre Internet Marketing method. Websites are dynamic and if used to their full capability will answer many of the prospects concerns long before they ever make personal contact with your company. Unlimited amounts of current information, audio, video, featured jobs, client testimonials and all available 24/7. When utilized properly a website should be the Marketing hub for your business, an online version / representation that answers questions and addresses the needs of your target market.
2) Your company does not work at Internet Marketing.
There isn’t a designated and properly trained Marketing person, time allotment or outsourced company doing what needs to get done on a daily / weekly / monthly basis. As a business owner you have specific functions that you usually outsourced or train an employee to handle internally. You most likely have an Accountant and a Lawyer that handle specific company matters or are available when needed. If you’re a builder you may use a sub contractor to dig and pour a foundation or to upgrade electrical services in your latest project. In many cases there is no Marketing person working on the most important function of all, acquiring new business! Without proper Marketing there are seldom enough new clients to maintain profitability. Without the new jobs that Marketing produces nothing else matters.
3) Marketing is what you do only when there is nothing else to do.
You think about it only when the next job isn’t on the board. You know it should be getting done but you’re not sure where to start or who can provide the type of service that a small business like yours needs and can afford. You only do business in a 50 mile radius of your office so you don’t see the importance of Marketing on the world wide web.
4) You don’t understand the potential that Internet Marketing offers to small local businesses.
The Internet has changed dramatically in the past 5 years. Technology advances are being applied to Marketing functions at record pace and money is following close behind. Google, Yahoo and Bing have created special local search functions that give business owners the opportunity to connect with their local prospects. Search functions are now dependent on the IP address used to access the Internet. In lay terms this means that Google knows where you’re searching from and provides search results accordingly. Many of the features being offered by the major search engines are free to small business owners with a modest amount of time and technical aptitude.
5) You’re a technician and not a business manager.
Everything that your business does revolves around the services that you provide. Fixing electrical or heating problems, repairing roof leaks or landscaping a business are the only functions that are allocated time and financial resources. Acquiring new clients only becomes a topic of thought or conversation when there are no other jobs to be done. Many business owners have been successful by outsourcing the parts of their business that they do not enjoy or excel at. What is important is to recognize the need for Marketing and take action to get it done.
