"Does this whole process make sense?" I asked. "Yeah.." the attendees trailed off. We had just reiterated my version of the inbound marketing process during the conclusion of the second session of a recent Internet Marketing Workshop. I wanted to check and see how the attendees were taking the information in. That response was less than encouraging.
The information was clear, and everyone understood the framework of what they needed to do. Now, seeing both the potential of online marketing and a plan for getting started, they were excited, but there was still something unspoken hanging in the air.
It turns out that something was, "Oh no. Where will I find the time to do all this?"
The truth is, you won't. You won't find time for it. You must make time for it.
Internet marketing is a business development strategy that can deliver amazing results, because it combines the potential of massive scale with the ability to do hyper specific targeting (people tell you what they are interested in by their actions and searches). But it doesn't happen overnight. It takes time for momentum to build. You need to research, develop, test, gather feedback, analyze, and refine your offerings, messaging, and strategies. And then do it all over again. And again. It is an ongoing process of improvement that builds upon itself and works together with your other marketing efforts.
The good news is, just like any new venture, it seems a lot bigger and more complicated than it really will be. You are in a new and unfamiliar world. Therefore, you hesitate to act. You need to explore your new environment, map it out, and test it. When you do, the fog dissipates and it all becomes clearer. You see that it is an ecosystem and you begin to understand your place within it.
Building a website is like preparing for a garden and throwing some seeds in the dirt. Left alone, it might produce a small amount just by the nature of the environment. To really produce results, however, you must make time to care for your garden. The more attention you give to all the seeds, the larger your harvest will be. If you want the results that internet marketing can provide, you must commit to a marketing process. You need to do it or you need to hire someone to help you with it. Once you understand the environment, it is not hard or complicated. It simply takes doing.
A lot of people will start this. Few will commit. That means that you will set yourself apart if you just do it. Doing it well will take you to a whole new level.