The following is an excerpt from Thomas Young’s new book, “Winning the Website War”
Common Sense is Not so Common in Web Marketing
When you first read about the Four Steps to web marketing success you may think they are common sense and that you are already doing them. However, were they common sense before or after you read them? I have found over many years that common sense is not so common in the world of web marketing and the vast majority of companies do not follow these Four-Steps process described in this book, but rather wing it or take direction from a strong personality on the web marketing team.
This is a major reason for the many poorly performing websites you can find on the Internet. In addition, many people get too close to their web marketing work and use a sample size of one approach that can cause your web marketing efforts to miss the mark for many of your targeted segments. Just because you have a preference for how you do things online, does not mean your target market will also approach your online marketing efforts in the same way.
Common sense web marketing starts with the Four-Step Process and involves talking to your current and prospective customers. Don’t just wing-it and settle for less! Develop a process and work hard to meet customer needs and not your own needs.