[...] Is Your Online Radar Turned On? – Small Business BrandingI consult predominantly with small business and and implement the solutions developed. I’ve had the pleasure of being interviewed in all media regarding branding small business, most recently in “America’s Best” magazine and the … Share and Enjoy: [...]
Is Your Online Radar Turned On?
Sitting in my office here in Leamington, Ontario Canada ( just 30 miles ’south’ of Detroit, Michigan – sounds odd I know), I reflect on how the web has changed the way I do business and in return strengthened my brand. Ten years ago, my market was essentially within a 2 1/2 hour drive of here – North America’s industrial heartland. I marketed traditionally which is to say totally offline except the token brochure website. Those efforts brought me a comfortable living.
Today, I market myself 90% online and use networking strategies both on and off-line. My market is now the world. Through my efforts I have come to build connections to companies in the Czech Republic, India, Canada, England, Australia, and the United States. Consulting has grown into a viable service to customers in need of positioning. Without the internet, this would not have been in the cards.
I recently attended a mentoring supper with local top business students from the Odette School of Business in Windsor, Ontario. All of these young people were chomping at the bit to get into the work force. None were intimidated by the economy. They were filled with optimism. Unlike my generation, they have a massive advantage – the internet. Their dreams can be realized by marketing to a global market instantly. If they never left the online world, they have the potential to build a brand of enormous proportions. If; on the other hand, their brand is limited to a niche market, they can still potentially enjoy a very healthy income.
When I do speaking engagements to predominantly small businesses, I ask the how many blog or utilize html marketing? It astonishes me how many are NOT doing either. Worse than that, it’s not even on their radar. Their reasons for not engaging the web essentially has been their desire for instant results with little effort or cost. Even in the luddite world this is not possible. I imagine, due to a simple lack of understanding (from SEO gurus is my guess) that all they have to do is have a search optimized website, customers will beat a path to their door. When that didn’t happen, they become disillusioned by it all.
It’s no different in the off-line world. They run a few ads and wonder why the phone isn’t ringing off the hook. It all boils done to a realistic strategy and having an open mind and realistic set of expectations. For my business efforts, I came to realize that patience was indeed a virtue. I enjoy musing with colleagues that you never know what the next email will bring you. Not unlike every form of marketing it is longevity that gives birth to results. As your influence grows from community to community, your opportunities grow with it. Before you know it, your customers who benefit from your product or service come from locales outside of your traditional reach. Your brand grows with the increased exposure you get.
Author: Ed Roach (123 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
13 comments - add yours
PotPieGirl One Week Marketing - The Missing Pieces | Internet Marketing Affiliate Program
July 26, 2009
[...] Is Your Online Radar Turned On? (smallbusinessbranding.com) [...]
Donovan McFarlane
July 27, 2009
I am starting my venture in the world of internet marketing, I have an affiliate site. I hope that I will succeed just like you are.
Thanks for sharing this post.
Ryan Freed
July 27, 2009
You have made some very good points. Your company is most likely not going to be an overnight success. It takes time to build your brand. Increasing your exposure shortens the amount of time it takes by reaching your target market. That is if your advertising efforts have been directed at the correct audience, which is a major part of effective advertising.
You have demonstrated that an increase in exposure produces greater results for a business through your online marketing efforts.
Ed Roach
July 27, 2009
An over night success might be nice, but as you say “unlikely”. Everything in good time. Thanks again for your comment Ryan.
[...] See the rest here: Is Your Online Radar Turned On? – Small Business Branding [...]
AndreyM
July 28, 2009
These talks about the strength of the web have been already discussed totally. Today we have the next situation – If you are not present your business and product in the Internet today, then tomorrow you can not have a business at all
Ed Roach
July 28, 2009
Audrey, I recognize that it seems we have all been discussing the strength of the web way too much, wouldn’t you agree that many small businesses just don’t get it past the use of a brochure site? While I do harp on about the web’s strength, many of these small business owners look to the success of Google as an example of online success as opposed to a niche or modest potential where their heads should be.
When I write on strength, I too feel as though I’m repeating myself a bit much – but the comments back only remind me that we are all discovering truths on different schedules.
Thanks for commenting.
Gry Dla Dzieci
July 29, 2009
Doing everything online can bring you a huge profit. But it can also ruin you if you do it wrong. It’s still kinda risky.
Musically me
July 30, 2009
The patience aspect is always going to be one of the biggest obstacles we face online.. Largely due to a lack of understanding of the Internet, many people can’t grasp how long it might have to take to become truly successful online.. Unfortunate but true.. times are changing though and more people will become “fluent” in the language, customs and tactics of the Internet..
Ed Roach
July 30, 2009
Offline success takes time, and we all recognize that. Immediate online success is a media myth nurtured with reports of exceptions rather than the rule.
Thanks for commenting Musically Me.
Joel Libava
August 2, 2009
Ed,
Looks like your hard work is paying off.
Your blog is included in “20 Small Business Blogs That Have The Right Stuff.”
It’s over at The Franchise King Blog.
Nice job!
The Franchise King
Joel Libava
Ed Roach
August 12, 2009
Good stuff Joel! But this is actually Vera’s blog. I’m a regular writer here at SBB.
Maybe next year my own blog “www.thebrandcorral.com” will make it onto the top 20 list 
