Page 109 - Duct Tape Marketing

Chapter 7

A Web Presence That
Works Day and Night

In this chapter we are going to cover the basics of using the Web

and the evolving set of new online tools to promote your business.
Notice that I didn’t say we are going to discuss whether or not get-
ting increasingly active online is right for your business. There was a
time not too long ago when I could warn business owners that they
must have a Web site to truly be in business. Today I can say that if
you aren’t participating in social media and finding ways to find and
engage customers online with a total Web presence, then prepare to
become nonexistent.

Some Deadly Assumptions about Online Marketing Success

Let me start this important chapter with a few false and sometimes
deadly assumptions about the new online world.

It’s not enough to have a Web site. These days you must create
a total Web presence, but you’ve also got to create strategy based on
overall objectives. This is another way of saying that unless your online
activity ends in a sale, you’ve failed in the game of online marketing.

There are countless ways to fail on the quest to convert a pair
of peering eyes into a paying client. Following are just some of the
assumptions online marketers make that prove deadly when it comes
to successfully building trust and converting sales.

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