Category Archives: Inbound Marketing

Himalayan Outback: An Example of Internet Marketing Success

Himalayan Outback is an adventure travel business located in northern India. We have  worked together via Skype for six years.

Himalayan Outback is a good example of the value of a robust internet marketing strategy.

Misty Dhillon is a master fly fishing guide and recognized authority on the Golden Mahseer, a highly prized sport fish. Himalayan Outback is a high end guide service, taking fishermen to remote fishing locations in northern India to catch and release this amazing fish.

By “high end” I mean first class accommodations and service, even in remote areas where tent camping is used.

When we first met, Himalayan Outback’s homepage looked like this: oldhimalayanoutback

Misty’s question to me was, “I’m a highly sought after fishing guide, yet most of my business is coming from other people’s websites. Why?”

We spent the next few months responding to that question and changing Himalayan Outbacks entire web presence to reflect the answers. Continue reading Himalayan Outback: An Example of Internet Marketing Success

What Is Big Data and What Does it Have To Do With Small Local Business

Over the past few weeks I’ve read numerous articles online about Big Data. It occurred to me that many of the people I serve, you who read this blog, might not be following the discussion about Big Data as closely as I have, so it would be a good topic for this blog.

Big Data cartoonWhat exactly is Big Data?

Everyone who has a mortgage, a credit card or a smartphone is aware that data is being collected about them. We get those privacy statements in the mail or online and every site from Facebook to Amazon makes us click “Yes I’ve read and agree” to the terms of service before we can get on with our business. Continue reading What Is Big Data and What Does it Have To Do With Small Local Business

Internet Marketing is First and Foremost About Your Customer

customer service graphicThe world is swirling with internet marketing training courses!!

I, of course, keep a close eye on what is being offered and I’m concerned.

There are good trainings on how to use Facebook and all the other social media options.

There are courses on making and managing your own website.

Just google email marketing and you’ll find a zillion training options.

What is largely being ignored in this wealth of training options is the customer.

Small local business owners are caught up in the urgency of needing to be everywhere online. Too often they’re forgetting the purpose of being anywhere online: To be where your customer is searching. Continue reading Internet Marketing is First and Foremost About Your Customer

Need to Learn How to Do Something? Google It.

Safe cut can openerWe live in interesting times. It has never been easier in the history of the world to learn something new.

We’ve gone from limited resources and information, with everything stored in libraries, museums and universities to a time when anything and everything is now available online. Everyone has access to anything!

So, why is it so hard for so many small business owners to make the shift from traditional to inbound marketing?

From paper advertising and telephone books to social media. From word-of-mouth to digital word-of-mouth.

It’s habit. It’s overwhelm.

Continue reading Need to Learn How to Do Something? Google It.

Your Customer Base Will Change. Are You Ready?

River Dancers Rafting Company

2017 Update:  This post was originally written in 2012. The lessons are evergreen. River Dancers continues to be the most successful rafting company in far northern California by relentlessly focus on the needs of their Perfect Customers.

For the past 4 years I’ve demonstrated how exceptional customer focus can help you weather even the worst recession by reporting on a business I work with, River Dancers Rafting Company.

This year, there is a particularly important lesson to convey: Know your future customer.

Continue reading Your Customer Base Will Change. Are You Ready?

Are You Prepared For Google’s Zero Moment of Truth (ZMOT)?

During my morning surf through interesting blogs and news items I was drawn to an article by Russ Henneberry at Tiny but Mighty, Worth Your Time: The Google Zero Moment Of Truth ReportZMOT logo

I’ve been casting about for a topic for my first post for Take Control of Your Internet Marketing, and Russ just gave it to me! Zero Moment of Truth, published by Google outlines new data on consumer behavior that underscores the importance for a business of having a good internet marketing strategy.. Continue reading Are You Prepared For Google’s Zero Moment of Truth (ZMOT)?