Many of my clients today find themselves faced with the decision as to how to best market and represent their business.  In the days before the internet, it made sense to invest your advertising budget in press documents that were designed to cover large markets. Taking out expensive printed ads in the yellow pages or news papers was a great way to increase your business, and reach your potential clients.

Fast forward 20 years and we find ourselves in the midst of a media and information revolution. I remember when you needed to find a gas station on the side of the road if you wanted to use the telephone.  If you were really fortunate, there was a telephone book there with all of the pages still intact. Now as we enjoy an overflow of information at our fingertips, I find myself thinking. . . “When was the last time I touched a phone book”.

Heading to your computer or your intelligent mobile device is now the preferred method of finding the information you seek. (Remember when cell phones used to just make phone calls?) By web searching for your information, you don’t just get the address or the number, you get the complete business. The internet is the single most widely used and accepted method of gathering information that is currently available.  More people globally use the internet as their source for searching products and services than all other methods combined. While printed advertising and marketing campaigns still have their place, the internet is clearly the medium of choice for the masses.  Whether your customers use cell phones, PDAs, IPhones or desktop computers, they are on the internet and we need to be there too. It kind of reminds me of the old expression “if a tree falls in the forest and no one is around, does it make a noise?”.  Bringing your business services to the internet will insure that they are both seen and heard.

Many companies still employ outdated marketing techniques that will ultimately impair their business growth. Let me be clear here.  While press and print ad campaigns definitely have a place in today’s advertising world, they are far better used to enhance a campaign than to drive one.  Advertising on the internet is fast, inexpensive, and can bring quick and tangible results to your bottom line.

Here’s a very revealing exercise that I ask my potential clients to do.  Next time you are at a computer, simply open up your browser window and do a search for your products and services in your local area.  When the results appear on the page, try to find your business. If you have difficulties finding your business or services, there’s a good chance your potential clients are too.

As an Internet Marketing Consultant, I work with my clients to enhance their market presence by making it easier for their clients to find them. It also gives us the ability to monitor and adjust our marketing and advertising campaigns while they are active, unlike older printed media.  Want to offer a product or service special?  That can be done instantly online, and will be immediately available to your client base. The internet gives us the ability to stay in front of our clients, while keeping our message timely.

I recommend to all of my friends and clients that we take a little time and get to know the internet a bit better.  Specifically, how we can take advantage of the many ways we can get our message in front of our potential customers.  By adding a solid web presence to your existing marketing efforts, you can cost effectively reach a broader range of clients quickly and easily.