As a follower of Perry Marshall, I really enjoyed his recent Ezine, ‘Google and your Ex-Wife’. It’s a humorous, racey read, but it makes the point clearly: if you think of Google as anything but a business tool, you are a sucker. Here are a few of Perry’s well-chosen words.
‘If you’re a thin affiliate, you don’t have a business. You have an unpaid market research internship at Google where you take all the risk and they gather all the intelligence. And store it permanently on redundant servers.
If you think Google is your Messiah, you’re just like the guy who thinks they built Vegas so he can make a fast thousand bucks this weekend. He’s gonna get screwed.
If you understand that Google is a TOOL, and only a tool – if you understand that it’s YOUR job to build a business that’s so irresistible that publishers everywhere are going to want to sell you traffic – then you’re going to be just fine.’
Ryan Deiss goes a step further – check out his video proposing that internet marketing as we know it is dead. Ryan reckons that ‘thin guys’ – that’s small advertisers – on Google and Facebook and the like will soon be squeezed out altogether. Google will stop selling direct to us, and we’ll have to go through a middle man. He predicts that the Internet will soon be ruled by 10 or so Walmart-like companies, and he uses some compelling arguments to back this up.
Add to all this the fact that Google have recently changed the rules of their algorithms so that SEO tactics which used to work no longer do, and we start to see see several new trends emerging.
What does all this mean for the business owner wanting to marketing online? If nothing else, it serves to emphasise the importance of having a really robust business model. If your whole online marketing strategy is geared at getting to number 1 on Google, you might want to question whether it’s really a good model.
I recently had an email from Rich Schefren of Strategic Profits, a highly successful entrepreneur turned online marketer and online business guru. Schefren talks a lot of sense about business models, and his argument is that content marketing (where you write loads of articles, and tweets and blogs) has its place, but is not a good strategy for generating leads.
Firstly because its time consuming, even if you use automated tools to propagate your message, which Rich counsels against. Secondly because – in his view- content marketing is best used to create credibility and though leadership, rather than to generate leads. SEO marketing to generate leads is, in his view, a hugely mistaken application of resources.
It all adds up – get the business model right and use the Internet to support it, not the other way round. Even if yours is an online business.