I have come to the conclusion that the online world has forgotten how to connect with small business owners. Talking in terms of impressions, traffic, page views and links just doesn’t compute. The small business owner doesn’t care about those events unless it means increasing revenue, they’ll make more money from it. Yes they are indicators and bench marks to determine if online efforts are paying off but the real truth is in the cash draw at the end of the day. For small business owners to understand all this jargon you need to keep it simple, dummy it down so to speak.

I recently met with a small business owner and they could care less about what all that stuff meant, they want to improve business that’s it that’s all. More sales, more traffic through the doors, more traffic to their website that they spent a pile of money on. Because at night when they go to bed they are thinking about how to pay the hydro bill, the phone bill and their staff. The problem is still the same even with Internet. Why is it that Internet Marketer’s think the problem changes just because it’s the Internet? Oh, to make it more confusing, there appears to be different types of Internet Marketers!

Granted, a well thought out marketing strategy should include an online presence and a good advertising program, but, the Internet is only one part of it not the end all answer. Cross promotion, making sure your websites address is on all correspondence, letterhead, business cards and the like. You bet!

That business owner told me that all the jargon was too confusing not to mention being told how it all worked! It could be that the person selling the online presence is not looking at the problem from the same side of the table as the potential client. Looking at it as a transaction instead of genuinely wanting to help, to help solve the problem, to sit in the same boat and go on the journey with them. If you did, you would find the client much more open to your suggestions, why, because they will feel you have something to lose too.

Keep it simple stupid (KISS) still rings in my ears, help your clients get there by joining them on the journey. I know you think I’m assuming all marketers are doing the same thing, but when you hear the same story everyday from small business owners you have to wonder what’s up.

Online Marketing is different, it’s not the same as traditional advertising even though the results might be the same. Take the time to help them understand, show them how simple it can be and stop trying to sound so smart because you get it. And if it’s possible, help them and yourself identify the different types of Internet Marketers there are in the world.

I had to share this with you today because it was frustrating to hear another story as to why their online presence was a negative experience, they felt stupid because the person selling didn’t take the time care for them.

Care for your clients and tell the truth, the rewards are great for all parties involved.