Good morning everyone. A couple of posts ago, I introduced NeoCloud Marketing, a new and unique internet marketing and social media consulting firm. Since that post, my partner and I have had the privilege of meeting with many prospects and forming the foundation of our first group of NeoCloud client relationships. Looking back at all of our recent meetings, several common themes emerge. I thought it would be helpful to kick off a brief miniseries that focuses on three key concepts that, if applied properly, will help you and your firm’s marketing strategy. Over the rest of this post, I’ll summarize the three concepts and then devote the next several updates on this site to discussing each item in greater detail.

Key concept 1: Your goal should be an effective web presence not simply being present. This concept is a core element in a solid marketing plan. Many sole proprietorships and small businesses miss this point. Creating a web site, setting up a blog and setting up a corporate Facebook page place you in the category of being present. An effective design, SEO, frequently updated, relevant content and joining the conversation via providing educational information to target prospects, are some of the items that give you an effective web presence.

Key concept 2: Don’t confuse busy with productive. Time is always at a premium in most small business environments. There simply seems to be too much to do in too little time. Thinking about writing more effective copy and trying to schedule an appointment with your web developer to address site weaknesses are two examples of noble goals, but not of productive action. The best practice for business owners is to prioritize productive action.

Key concept 3: Understand the cost of inaction. For many, the concept of effective internet and social media marketing strategy is akin to placing a bet in Vegas. The initial thought process is along the lines of, “let me figure out what I can spend, what I can afford to lose, then I’ll spend that amount and hope to get a return.” ROI in effective internet and social media marketing is rather easy to predict and control when you execute the right strategy. It’s not a gamble, it’s an investment. You must understand the return potential and the cost of doing nothing.

To your continued business success.