There’s a lot of talk about the internet and the “new” way of doing business or the changing face of business. What easily gets lost in all the excitement of building and running an online business is that the fundamentals of building and running a successful business remain the same.
Before starting an online business or taking your business online, you must understand:
There’s nothing new online, just a new and (usually) more efficient way of doing it.
So remember:
- Blogs are just a way to start a conversation with prospects and customers
- Social networking sites are just a way to meet people and expand your network of contacts (aka “sphere of influence”)
- Wikis are just a way of collaborating with customers
- Websites are just a way of presenting your sales message, company information, products, etc. to prospects and customers
- Google AdWords is just a form of direct mail (on steroids)
- Podcasts, emails, and web feeds are just a way of letting customers subscribe to your message (ie. giving you permission to share information with them)
All these tools provide a more efficient means to accomplish your goals. However, to build a successful online business:
You still have to provide a product or service that people want.
You still have to demonstrate the value of that product or service.
You still have focus on your customers’ needs, not yours.
You still have to provide excellent customer service.
You still have to work hard.
You still have to deliver the goods.
You still have to exceed expectations.
You still have to reach the right audience with the right message at the right time.
You still have to build a loyal following.
You still have to put in the time.
Henry Ford’s assembly line made building cars faster, easier and cheaper than every before. However, if his process had produced a pile of crap and he had given no thought to what his customers wanted, Ford would not have succeeded.
The internet makes it faster, easier, and cheaper to do business, and with a far greater reach, than ever before. But if you get caught up in the technology and forget about the underlying fundamentals, the internet also makes it faster and easier, though not necessarily cheaper, to go out of business than ever before.
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{ 2 comments… read them below or add one }
Hi Adam,
The points in bold are all great – it just seems that it may be important to keep in mind that blogs and wikis and everything else in the bullet points above are much more than just business tools to the people using them.
If you lose sight of that, you might lose your connection and trust with your customers.
Thanks for the comment, Jeremy. And you are absolutely right. These are more than tools. They are ways to communicate, connect, converse, collaborate, etc. with people.
The danger (and confusion, for some) is getting so wrapped up in the technologies themselves that they do lose sight of what they’re really trying to accomplish with them. You’d never want to do something that jeopardizes your connection or trust with customers/prospects offline – so don’t do it online!
Adam