Wednesday, September 3, 2008

Key challenges while doing internetmarketing

While I am a fan of internetmarketing, good websites and SEO there are some issues you have to deal with when doing it.

If you use "ordinary" marketing for your service - advertising, press-releases etc. then marketing is quite straight-forward and something you can easily outsource. You pay the agency, they interview you and you get the campaign you are willing to pay for.

In internetmarketing matters are different - you have to blog, talk in forums, use twitter, write articles in the press. The trouble with that is, that you need a good writer who, on the same time, is an expert of the service you are providing or the field of business you are in. You cannot really outsource that. For example, if you provide a book-keeping Software-as-a-Service you need a good "writer-financial expert" to write the articles you need and blog posts and comments and forum posts etc. So for a successfull startup you need a somebody who is a good specialist, a good writer and a good (project) manager all at the same time and really motivated! Well, ain't much people like that in the world. 1%?
That key person also has to spend a lot of time on the PR (blogs, forums, articles) and in a startup you need him to do that during the time when his specialist and manager skills are most needed.

The other challenge of internetmarketing is time. You need months or even years to get good Google positions and build a customer community.

So my thoughts:
- Every company and a startup needs "a face person" - somebody who is in the press and who actively blogs. Like Scott McNealy and Jonathan Swartz in Sun. If you are a startup and you dont want to be the popular face of your firm, then find a partner who is smart and a bit vain. :-)
- Start your internetmarketing efforts early. Months before you have a product or service launched.

No comments: