Marketing legend, Seth Godin, wrote a very insightful piece recently. If you’ve never heard of him, just do a quick Google search and you’ll find that he tends to be the standard by which other cutting edge marketers are measured.
In a recent post on his blog, he addresses the concerns that some companies have when getting online.
Most businesses KNOW they need to get online, but are often held back by the “rules” that have been followed in the past…taking calculated, measured and rational steps towards implementing new technologies.
The problem is, your competition may not be playing by the same rulebook you are. And when you finally get on the field, your game’s already over before you can even begin.
Here’s what Seth says in his post about these companies that will often lay aside other aspects of their “business plans” to focus on internet marketing strategies:
…in the short run, the single-minded have a fantastic advantage. And sometimes, their single-minded focus on accomplishing just that one thing (whatever it is) pushes them through the Dip far ahead of you and then yes, they make a ton of money and you’ve lost forever.
Now, don’t get me wrong. I wouldn’t just throw money from your ad budget at any thing new…like the new video players coming out in an Entertainment Weekly edition soon that will show short clips of the upcoming fall season of shows on CBS.
But there ARE methods that are growing in acceptance that local business owners can tap into before their competition does.
One of our clients, Signature Specialty in Tampa, FL is a great example. We did a small video and local maps campaign for them and, because of a number of reasons, they didn’t choose to keep us on for continued monthly optimization. Last week, we got a call asking us for help. Another contractor in their same market has started to knock them off their top spot in local search for their key phrase and is using online video to draw in clients.
Can we help? You bet, but it’s going to take a bit more tenacity than it would have if we’d kept the marketing going from the beginning.
So, if you’re looking for the way to stay on the leading edge of internet traffic for your market and industry, you’ve got to be willing to DIVE, not tip-toe, into the deep end of the water. You’ll get wet much faster than the other guys and be ready to swim when the sharks appear. 
)
