How do you grow your business using the internet?

First of all you need to understand the concept of Broadcasting vs Niche-casting. (READ MORE)



One reason that Google has grown is the simplicity of their design. To "Google" means search on the Google.com search engine. Just like to "xerox" meant to photocopy, "Kleenex" means facial tissue, and "band-aid" means... well you get the picture.

Yahoo started out as a search engine and as an email provider and then they extended their brand and lost their identity due to the superior technology that Google started with in the search engine business.

What does this mean to you? And how do you grow your business using the Internet?

A website is essential. People need to find you when they do a search. Your website can be a blog like this one or full blown, but it must be relevant. Outdated information is worse than useless, it is negative marketing.

It is the beginning of February 2008. The internet is still like an embryo, compared to ten years from now, when it will be like a teenager. Right now the Internet is used as a research tool by the folks that you want to reach. In a moment you'll see a report on car buyers that I got in my email today.

Note the last chart that shows that the Influencer's, (the folks that you want to reach) are already using the internet for Information. You want to be one of the ones that shows up on the first page of a Google search.

Here's the report:

Who Do You Trust (When Buying a Car)?

Harris Interactive reports that, overall, one in five US adults (19%) describe themselves as either "very" or "extremely knowledgeable" about vehicles. These "Influentials" are much more likely than "Non-influential" ordinary consumers to say they are more likely to talk to other knowledgeable people about the vehicles they are considering.

Males (82%) dominate the Influentials. The average age of Influentials is 45, which is in line with Non-influentials. Influentials have higher incomes, with more than half (53%) earning $75,000 or more compared to 40 percent of Non-influentials.

57% of Influentials know many people who are at least very knowledgeable about vehicles, compared to just 18 percent of Non-influentials.

• Influentials talk about vehicles mostly to family (60%) and friends (58%)
• Non-influentials are less likely to talk about vehicles with family (38%) and more likely to talk with friends (65%)
• 55% of Non-influentials actively seek out advice from Influentials "always" or "most of the time."

Stephen A. Lovett, Director of Automotive & Transportation Research at Harris Interactive, states: "Consumers who take part in spreading the word can be extremely influential... Influentials develop communities to rely on to make their vehicle choice... (while) Non-influentials seek out Influentials for vehicle advice, but they are more likely... to rely on their shopping experience to make their final vehicle choice."

63% Influentials vs. 36% Non-influentials indicate usage of traditional media (television, newspaper, magazines) as sources of vehicle information and are also more likely to use the Internet as a source.

However, Influentials are less likely than Non-influentials to rely on other people (family, friends, acquaintances) and only 17% are likely to use a dealership salesperson as a source of information (vs. 38% of Non-influentials).

Lovett concludes, "While Non-influentials tend to rely on their shopping experience to make their final decision... Influentials can and do help determine which vehicles make it onto the shopping lists of Non-influentials."

Likelihood of Influencer on Brand Choice (purchasers)
	Influentials %	Non-influentials %
Much less likely, less likely, or somewhat less likely	-	9
Neither more nor less likely	39	31
Somewhat more likely	20	21
More likely	32	37
Much more likely9	2
Source: HarrisInteractive

Individuals With Whom Purchaser Discussed Brand Choice (purchasers)
	Influentials %	Non-influentials %
Family members	60	38
Friends	58	65
Acquaintances	25	36
Others	5	4
Source: HarrisInteractive

Information Source Helping Final Brand Decision (purchasers)
	Influentials %	Non-influentials %
Television	24	7
Newspapers	26	8
Magazines	33	8
Internet websites	63	36
Friends, family members, or acquaintances	26	40
Salesperson from auto dealer	17	38
Source: HarrisInteractive

Please visit HarrisInteractive here for a more complete presentation of the data.

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