For the next couple of weeks, I want to discuss some of the important considerations and plans one should make when starting or even redeveloping a website. I know it seems like everyone has a website these days, but studies show that 40% of small businesses don’t have one in 2019. Whether your company’s just starting out online or whether you’ve been online for years, I think it’s important to go through an annual review of your online plans. Perhaps this series of posts might help you in your planning.

Have Hopes, Ditch Your Expectations

Understanding the difference between hope and expectation is important. I never assume that a given activity will have the desired effect. I hope it does but I am prepared for an uncertain result. If I expect a positive outcome from a given activity and I don’t get one, I will be disappointed. That disappointment will taint my experience and probably make me reluctant to try that activity again.

Marketing is sold by raising expectations. Buy my <insert name of marketing product here> and your business will soar! Smart marketers recognize there are no guarantees. Marketers can’t promise results because marketing is not a science. You can’t guarantee a set rate of return on any form of marketing. Even if you have one marketing campaign that performs well, there is no guarantee your next campaign will be a success.

Success in marketing is a result of research and testing. That’s why I say you should ditch your expectations because until a marketing campaign goes live you really don’t know what to expect. Hope for the best, then as results come in, analyze the campaign to discover what worked and what didn’t. Do more of what worked and less of what didn’t.

Maximum Results Don’t Come From Minimal Efforts

It’s true for the gym and it’s true online. Getting the results you want is going to take effort and an investment of time, money, or both. If you’re hoping for the world to pay attention to you online, you’ll have to give them a good reason to do so. Your business won’t get the same attention as a grumpy cat, a celebrity, or even a cute baby. Get over it and start creating something that provides value to the world and a return on investment for you.

Evaluate, Learn, Grow

Whether you’ve been online for years or are just starting out, you want to get the most out of your online efforts. Investing in your online presence should always be done with an eye on the outcome. Marketing is testing, after all. Part of your investment should be investigating what works for you as well as what works for your competition. Evaluate your efforts. Learn from your experience and use that new knowledge to create better campaigns that produce greater outcomes.

Always have great hopes for your online success. If you feel I can be of service to help you achieve your goals, please give me a call and let’s talk. Wishing you all the best online.