We live in uncertain times. It is becoming increasingly more difficult to predict the future. So how does a small business owner conduct Internet marketing in such uncertain times? Well, it is difficult, but not impossible. Maybe a few die-hard principles are in order.
- Realize that there are a few – not many, but a few – static principles that likely will not die. One of those is the basic keyword-based algorithm of the search engines. I don’t see this going anywhere any time soon. Search engine marketing will always – or, at the very least, for a very long time – be a fundamental working force online. Secondly, the Web is by nature social. So what won’t change? Search and social. Count on these two things lasting for a long, long time.
- Study. Never give up on studying your competition, the market, and marketing principles. The more you stay on top of the changes that occur, the more likely you will be able to respond to them in a timely fashion.
- Keep in mind that things do change. Yes, you can count this as a constant. Things change and they will continue to change. Be aware of this ever-changing landscape and learn to deal with it.
- Keep a straight head. Never let the changes or the seemingly chaotic world of online interaction shake your faith in your business, your customers, or your brand.
Uncertainty is a characteristic of our times. It will likely be that way for awhile, but you don’t have to let it kill your faith, or your business. Chart a plan and keep your eyes on the prize.