Why most online marketers fail in their online business attempt? Before answering this question, be reminded of the richly educational video at the end of this post featuring content marketing King, Mr Joe Pelizzi. Now back the to our answer to the question of why most fail online?
Because they miss the fundamental reality of how people use the internet. Contrary to the traditional offline business’ key to success which has to do with location (You’re probably familiar with the location, location, location mantra), business success online is dependent on offering relevant and quality content to a hungry audience. A business, whether a home-based or a brick and mortar one; that wants to go and succeed online; has to have a shift in its approach. I, as an online entrepreneur must admit that I have had a hard time assimilating that shift in my focus. If you ask any online marketer what the greatest challenge they face is? Invariably you’ll hear that it’s traffic; attracting prospects to their website or blog. Offline, that issue is taken cared of by insuring that you have secured the best location, say in a shopping mall, or the main street of a city or town.
Online, it’s different. Traffic is the result of offering value in the form of relevant solutions to your potential customer’s issue.
Before visiting a site, online users are researching information that will help them meet certain needs or desires; or resolve an issue or challenge that they have. Over time I’ve come to learn of that approach as C-T-P-M, which stand for Content, Traffic, Preselling and Monetizing or Monetization. Here’s more if you want to learn about that online marketing approach.
But as you can see it all starts with content. I decided to write a post about it as I have realized that my online business has been going no where; or at best it’s been staying the same as I have been more focused on searching for best traffic sources by using among other things, posting on social media sites like Facebook, twitter, Tumblr; or using traffic exchange sites where you’re promised to be sent quality traffic in exchange for clicking on some advertisers’ sites or banners. Each click rewards you with a certain amount of credits that you can later use to buy ad clicks. It’s all good, at least from the outside look of it until you realize that just attracting visitors is not all that it takes for a website or blog to achieve success.
Indeed, you need to have visitors who are actually interested in your business product or service. You need targeted visitors. So as a marketer, if you want to attract these targeted prospects, you’ll have to have a clear picture of who they are, what their issues or pains are; what they are doing to resolve them; where they are hanging out etc…. The marketing lingo for all that is buyer persona.
All in all, online marketing success is simple once and only if you focus on your target audience and their needs. If you focus on serving these needs with quality and relevant content, that game is pretty much in the bag. It’s good to keep that in mind. I for one had to remind myself the CTPM approach mentioned earlier as I have grown frustrated with pursuing the next fancy tactic to generate leads or attract more visitors. I hope this post helps and sheds more light if you my reader ever experience or have gone through the frustration of your business not performing to your expectations. Just focus on your customer’ or audience’s needs and you won’t go wrong. Below is a video that proves this point. It features an interview with Joe Pulizzi, the founder of Content Marketing Institue which around 2015, was the fastest growing media company in America. Learn from the best:
Share your opinion: Is content important in your online marketing business? How do you go about creating content?