This year, I’ve had the honor and privilege to launch some brand new online marketing campaigns for some really awesome companies. I am truly grateful for my clients. As I’ve crafted these Internet marketing initiatives for my clients, I began to realize that I’m still using many of the same techniques I used way back when I first started my career back in 1994. And, guess what? They still work today!

Think back to 1994. Most likely, you were not thinking much about Internet marketing at that time. In fact, you probably did not even have an email address. In 1994, SPAM was something you ate for breakfast and “the web” was something you frantically brushed off your body after it wrapped itself around your face as you walked through it on your way our your front door. Terms such as Google, URL, AOL, HTML, Yahoo, EBAY, DSL and DOT COM were not part of your vocabulary. In 1994, I began my career as an Internet Marketer. If you remember using a 300 baud modem to connect to the Internet and Alta Vista to search The Web–you were right there with me.

So, now, in 2009, we have different names for the tools and services we use, but the job of Internet marketing is quite similar to what it has always been. Here’s what it boils down to:

1. First, choose a product or service that is desired by a target group of consumers
2. Develop Unique Selling Propositions for your product or service
3. Intimately evaluate and honestly stack yourself up against your core competition
4. Leverage ALL facets of Internet Marketing especially viral marketing techniques
5. Use offline marketing to support your online business
6. Define and measure key success indicators on a weekly and monthly basis
7. Report information to sales, customer service, merchandising and supply chain vendors
8. Make constant, never ending, efficiency improvements (i.e. optimization)
9. Develop mechanisms for involving your customer-base in providing input
10. Get everyone involved into the online marketing and sales effort

The point of this is simple. Don’t get overly caught up in all of the hyperbola surrounding “new” and innovative ways to reach your customer base online or, for that matter, offline. Should you use new Internet marketing vehicles such as Facebook, Twitter, YouTube, Blogs, mobile phone marketing and more to support your efforts? Absolutely! Just make sure you don’t miss out on any of the core foundational marketing techniques that have worked for decades. Even GIF banner advertising has a place in your strategy–trust me.

Let me know how I can help you…

Last night, I had the pleasure of speaking with my friend Steve Soucy one of the hosts of the Sue and Steve Show. As we were talking and brainstorming ways we could reach out and help as many people as possible to change/improve their lives or simply earn some extra cash, we began to discuss how to best market our message and positively influence as many people as possible. It’s a simple concept yet a BIG idea–allow me to explain.

It really boils down to one subtle, yet extremely powerful, marketing concept that can be summed up with this single statement:

“Anyone can effectively promote you–except you.”

It’s a concept we often overlook when creating our “oh so special” marketing campaigns. Yet, this is arguably the single most POWERFUL force and most EFFECTIVE tool we have as marketers. The question we should all be asking ourselves is, “How do we encourage other people, companies and groups to “spread the word” about our products/services?” To take it one step further, look for influential leaders, broadcast personalities, social media evangelists and others to buy into our vision and become your CHAMPIONS.

Sue and Steve Show

You already do this without even thinking about it in every day life. Every time you recommend a restaurant, movie, hair stylist, dentist, etc (to a friend) you are essentially being “the champion” for that product or service. And, your recommendation is infinitely more valuable than a sponsored advertisement. This is so basic, you’re probably bored at reading this post.

Please share your experiences (by commenting below) with “testimonial-based” marketing programs. What are the hurdles you’ve had to overcome? What successes have you had?

Let me know how I can help you…