Want to fail in Internet marketing? Just ‘toss the dog an occasional bone’.
Most website owners will spend big money on their website. That’s like paying out top dollar for a pure bred dog with papers. It’s a beautiful site with matching branding, pretty graphics and maybe even an award or two. They paid good money for it and they’re justly proud.
After site launch they’re surprised when the site doesn’t bring in a stream of new business… sales… profit. Their web designer mentions site submissions and optimization, so they throw one or two hundred dollars after it to get the traffic they hoped for. That’s just like tossing a bone to a dog that doesn’t seem to love you in appreciation for how much you spent to purchase it.
If all you do is toss it an occasional bone you’ll be burying that pedigree dog very soon. The same goes for the many ‘dead’ websites that stink up the Internet.
How do you gain your dog’s undying love and reap the rewards for your investment? You invest. You select quality nourishing food and put out fresh filtered water twice a day. You groom your dog. You get all its shots and make sure it is protected from fleas and other parasites. If it’s sick you take it to the vet. You buy it toys, a leash and collar, a dog house or basket… and the list goes on. You hate to see your dog so alone, so you put it in doggy day care when you’re at work. In no time at all the cost of your dog is many times the original purchase price. You take it for daily walks and spend time playing with your pet in the park. Your reward is an energetic, healthy dog that jumps out of its skin with happiness to see you. People compliment you on what a fantastic dog you have.
Apply the same devotion to your website and you’ll have a flood of visitors and a large percentage of them will convert into customers. SEO (search engine optimization) and Internet marketing are very time consuming disciplines.
You can learn to do it yourself, but expect to invest a staggering amount of the time you currently put into your business and personal life. SEO training and keeping up to date, plus day to day marketing, tracking results… it’s a big job. Or instead, you can leverage time by hiring an seo professional. The life of your online marketing and business are in their hands, so this may not be the place to look for a bargain.
If you give your dog two weeks of intense love and care and then neglect it for a year the results will be less than satisfactory. Websites also respond best to ongoing love – analysis, tweaks and fine tuning by an SEO. Search engines look for regular articles, posts and page additions and an ever-increasing list of theme-related sites that organically backlink to your site.
The purchase of a dog is only the beginning of the investment. If all you do is toss it a bone after the purchase, it will die and stink up the neighbourhood. Continue to invest into it and you will reap the benefits for years to come. Web site owners who realize that the original design of their website is only the beginning and continue to invest into their site, and marketing the site consistently, can expect to receive the results they were hoping for.