EBlog

The web as influencer.

November 7, 2007 | Posted by: Lee

What’s the first thing you do when you need information?  It’s likely you turn to the web.  Over the next week, how many times do you think you’ll access the web for information?  How many different sites will you visit? One? Two? Twenty? 

If you’re buying a product or service, will you only look at that company’s web site?  Likely not. You’ll seek out reviews and opinions from other sites, check our competitors, compare pricing and features.  You may even sign up for free information from one or more sites, or participate in an on-line discussion.  Whether you’ve read about a product or service in a magazine, heard about it from a colleague, received an email, or Googled it, the central point of information will inevitably be the web.  And what you read influences your buying decision.

I've said it before and this won't be the last time you hear it, but the web is the most powerful and influential communications channel ever built.  Our natural inclination to go to the web for answers is a great opportunity for marketers to generate awareness and drive sales for their companies.  But you've got to think beyond the boundaries of your own site.  You need to create a presence on the sites where your prospects go for information.  Whether it's advertising, articles, sponsorships, or syndicated content, be where they are and you'll widen your ability to influence their decisions.