Not long ago, I spoke to a group of local chemical manufacturers on Internet marketing. (You can download my slides on "How the Web Changes the Old Marketing Rules.") After the talk, I sat next to a veteran business owner at dinner, someone who clearly appreciated the talk but also felt a bit overwhelmed at the prospect of Internet marketing, especially search marketing. I was happy to put him a little at ease, because he really knew a lot more than he thought he did.
He told me that he is running his business long after he expected to retire, not because he needs the money, but because he wants to pass his business along to his daughter so that she will have a solid paycheck. But he also told me that he feels out of touch with how marketing is done today. He knows how to develop a product that customers want and he knows how to spin his Rolodex to sell it, but he doesn't really understand marketing, especially Internet marketing.
Image by cbcastro via Flickr
He is an expert on his products. He knows exactly what customer problems they solve. And, from years of sales, he knows exactly how to persuade a customer to buy.
That's how he can help his daughter. He needs to write down (or dictate) his thoughts to be posted on the site. He could do a few write-ups posted as Web pages, or start a regular blog, even if someone else has to post it.
He has plenty to say:
Before you know it, you can have a few articles every week and begin attracting search traffic. See, I just explained the basics of search marketing without anything technical—because search marketing is easier than you think, at least when you are an expert in what you do.
Mike is an expert in search marketing, search technology, social media, publishing, text analytics, and web metrics, who regularly makes speaking appearances.
Mike's previous appearances include Text Analytics World, Rutgers Business School, SEMRush webinar, ClickZ Live.
Mike also founded and writes for Biznology, is the co-author of Outside-In Marketing (with James Mathewson) and the best-selling Search Engine Marketing, Inc. (now in its 3rd edition, and sole author of Do It Wrong Quickly, named by the Miami Herald as one of the 11 best business books of 2007.
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