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Missed Opportunity and Online Strategy

Most companies with a web presence never realize their full online potential. My personal belief is that a company’s web site is one of their best marketing tools. Regardless of this belief, you still need some of your marketing rooted in traditional offline advertising.  Two significant miscalculations that most companies make online are the inability to learn from their online mistakes and the refusal to try something new.

Here is an example of refusing to learn from the past.  One perspective client wasn’t keen on trying PPC advertising again.  They tried it before and it “didn’t work.”  I’m reasonably certain had the company tried another PCC campaign with conversion tracking, thoroughly researched keywords, and a new strategy, they would have been successful in the PPC arena.  They had a negative experience, but refused to take the lessons learned and try again.

Many companies refuse to try something new online.  On the net the adage of “if it is not broke, don’t try to fix it” is a terrible policy.  I know plenty of business owners who live by this motto in regards to their web site.   They refuse to change any aspect of their site.  In many cases a small change can bring great rewards.  Consider reworking your homepage or try new search keywords.  There are so many possibilities for your web site. You might discover additional revenue streams without having to spend a dime.

Another example of trying something new comes in the search arena.  Several companies ignore any type of organic search engine strategy.  They don’t have the time to build links or refuse to hire someone to create new relevant content for their site.  No matter how hard you try to sell the benefits of organic search, most companies won’t make the time or investment.  Investing in organic search can bring you traffic for your particular niche market.  The web sites that generate the most revenue are usually at the top of the search engines for certain keywords.

There are a number of companies that are perfectly positioned on the Internet to increase revenue via their web site. Doing something different online requires ideas and patience.  You don’t always need to spend additional money to learn new lessons.  Follow the path of people who have become successful online.  They all write books about it!

I encourage any company to take “baby steps” online.  Formulate a strategy and stay the course until the strategy works. If you do make a mistake or miscalculate, turn into a learning opportunity.  On the web, change is good.  If an idea doesn’t work, you can always change it back.  Sometimes the smallest changes can make the biggest difference on the online world.

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