15 Principles of Internet Marketing
Ian Lurie Feb 1 2008
In no particular order:
- No one’s lives depend on what we do.
- But people’s livelihoods do. So take your work seriously, and take pride in it.
- 75% of your audience uses a search engine to find you. Get used to it. All the banners and ‘viral’ marketing on earth won’t come close to results produced by a top 5 ranking for a relevant phrase.
- But, a broad base is better. Don’t rely on just one marketing vehicle. Build a complete internet marketing strategy that includes, at a minimum, paid search, organic search, e-mail and online PR.
- Never underestimate the power of an angry customer.
- Never underestimate the power of a happy customer.
- Pretty is great. Easy is better.
- You’re not the customer.
- Karma exists. Treat customers and prospective customers with respect, and they’ll reciprocate. Spam them, annoy them, and lie to them, and they’ll retaliate.
- Risk is necessary.
- Risk without measurement is suicide. Analytics are a must.
- IT is not marketing. Don’t make them run the web site. It’s not fair to anyone.
- A web site does not equal an internet marketing strategy.
- Plan, but adapt. Don’t be stubborn. Listen to what your customers tell you in their response.
- All marketing has a message. What’s yours?
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint.He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More
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