Justifying Internet Marketing
Ian Lurie Jun 19 2008
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]
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