Today’s post will be very short.
Potential clients ask me more and more, “Why should I spend $10,000 [or any other amount] on internet marketing every month? What will I get for it?”
I don’t know.
I’ll say it again:
I. Don’t. Know.
I can no more predict the results of an internet marketing campaign than I can predict the price of oil 10 years from now. There are no guarantees. So, when you ask this annoying, annoying question, you give me 2 choices: I can lie. Or I can be honest and lose the job to the next guy, who will undoubtedly lie.
What I can tell you is:
- However your campaign starts, it will consistently improve, because we can test stuff;
- It will cost you a fraction of an equally-impactful offline campaign;
- At least as far as search engine optimization and pay per click, if you ignore it you’re turning away 75% of your potential online audience;
- I’ve never seen anyone say “Damn, I wish I’d gotten less visitors to my web site.”; and
- Hesitation will only hurt you.
So, instead of asking me a question you bloody well know (or should know) is unanswerable, ask me:
- How will you report results to me?
- What are you going to do to get those results, in general terms?
- How will you track changes and adjust to them?
[Ian stomps off]