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Internet marketing in under 300 words

Today, you get to see the ugly, stench-ridden underbelly of my writing process. I actually recorded myself typing this blog post. While I removed a few typos that would’ve gotten me rated NSFW, the rest is pretty much straight-up:

And, in plain old text, in case you don’t want the video version:
There are no tricks to internet marketing.
No secret methods.
It’s about connecting with an audience.
It’s about building a relationship that lasts.
Just for a second:
Forget “Social Media”
Forget search engines
Forget the internet
Focus on marketing.
Focus. On. Marketing.

Great marketing requires that you
1. SHOW UP:
Speak where you’ll be heard
= Be found.
2. COMMUNICATE:
Favor ‘clear’
Favor ‘simple’
= Be understood.
3. CONNECT:
Respond to questions
Help people out
= Please them.
Every person who finds you is a potential customer.
Every person who understands you is a potential salesperson.
Every person you please joins your marketing team.

K, you can think about the internet again.
The internet makes marketing easier:
Search engines and social networks help you show up.
The whole web gives you a chance to communicate clearly.
Social media helps you connect with customers.
But it’s still marketing:
Show up.
Communicate.
Connect.
I know what you’re saying.
There’s no trick.
There’s no ‘method’.
Does this really work?
You tell me:
You’ve now spent 30 seconds reading plain text.
On a screen.
There’s no music.
There’s no dancing raisins or speeding cars.
No tricks.
It’s just marketing.
Delivered using the internet.
Tricky, huh?
You should try it.

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CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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Comments

  1. Really great post thanks!
    Although maybe a couple of dancing rasins would have been nice..!
    I do find so many “professional” marketers make marketing much harder than it needs to be…
    I love that you’ve distilled it to under 300 words – I will pass on your post to every person involved in marketing I meet!!!

  2. Yep, social media is merely the channel, not the conversation. When you see inane and tangential Facebook posts by companies saying “What’s your latest holiday plans for 2011? Share them here!” Exclamation marks et al, you think zzzzzzzzzz.

  3. To your question: ‘yes, this really worked for me.’
    You got me to think: Simplicity = clarity = success.
    No matter the tool, I will keep the conversation going by really connecting with others.
    Thank you!

  4. I have a micro-business that I’m in the process of growing into a profitable second career. One of my biggest struggles has been marketing. THANK YOU for the most excellent advice and my new marketing mantra.

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