Everyone is looking for the goose to lay the golden egg. Understanding the sheer size of the internet can literally give you “goose bumps” (pun intended) when you consider how many people you can reach with just the click of your mouse. We hear of others creating massive incomes and achieving fabulous lifestyles on the internet, so we jump in.
So, we put up a website, display a product or service, get a fan page, and expect the world to beat a path to our door.
Not so fast…
Given the size of the internet, what you’ve just done is created a tiny island in a huge ocean, that is not even big enough to be recognized on a map. It’s a dot, a blip.
The key is to build ways to bring the right visitors to your island. So, you look for ways to build bridges, shipping channels, and airplane routes to bring you these visitors. This is where you start advertising.
Again, not so fast…
Most new online advertisers put up ads, and expect that to bring them riches immediately. With the amount of marketing messages online, and the competition for attention, it can be difficult to be profitable right out of the gate. Most time spent on the internet is “surfing,” not shopping.
So, how do you turn the surfers into shoppers and (even better) buyers?
It’s simple really…
Just put highly relevant non-salesy content in front of them on a regular basis. Let’s break this down into the two most important components…
1. Non-Salesy.
Since most of your potential customers are surfing, they are much more apt to click on something educational, entertaining, or newsworthy, than a blatant pitch. This gets them to your site, and with retargeting technology, you can “cookie” their computer, and continue to provide more relevant content.
2. Regular Basis.
In order to capture someone’s attention, you must be in front of them regularly. The key is consistency, and this is where most marketers fail. However, when you are able to put your content in front of your perfect audience on a regular basis, there are some HUGE benefits…
- They become familiar with you and/or your brand
- You develop trust
- You become an authority figure
- You train them to consume your content, and they come to RELY on you
Over time, your following grows. With your advertising, you continue to add new visitors every week. You continue to retarget to visitors to encourage them to come back. Pretty soon, word gets out, and bridges are built, ships are sailing, and airplanes are flying to your island. To your prospects, your messaging appears to be everywhere when they log on to their computer.
It’s easy for these people to buy from you, because they know you, like you, and trust you.
Eventually, you have created a snowball effect. It would be difficult to stop the flow, even if you tried. There are now many ways to get to your profitable little island. Now, you can bask in the sunlight on your own beach!
But first, go build some bridges. Open the boat channels and build a port. Build an airport and get some flights in there.
Your future awaits!
Jeff Schechter
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1 Comment
Michael Noker
June 28, 2016I think you hit a really good point about getting the ball rolling on social media – that you really have to be everywhere. I think the best way to become popular is to convince people that you’re already popular (even if you have to fake it to get there). I also appreciated your pun.