Death of an internet marketer
Ian Lurie Nov 30 2011
A very short play.
A dinner party about 1 year ago.
Them: An advertising exec from a traditional agency. 15+ years’ experience.
Me: You know.
Them: “So, Ian, what do you do?”
Me: “I run an internet marketing agency.”
Them: “Oh. What’s that?”
Me: “We help companies get more leads, sales, whatever through marketing on the internet.”
Them: “What’s marketing on the internet? Buying banner ads? We tried that a few years back. We made a sweet percentage on it.”
Me: “We focus more on the stuff that drives conversions or builds audience in a measurable way: Search engines, social media, site optimization, that kind of thing.”
Them: “So, you build websites! Hey, my friend is starting a new business and needs some help with their site. They don’t have much money, but I’m sure they could send more business your way. Can I have them give you a call?”
Me: “Um, we don’t really build many sites. We help folks improve existing sites, by making them more visible in search results, growing their audience and fixing issues that might prevent visitors from becoming customers.”
Me: “I help people show up higher on Google.”
Them: “Ohhhhhhhh. They were talking about that on Dexter last week.”
Me: (head explodes)
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