in·ter·ac·tive [in-ter-ak-tiv]
–adjective

1. acting one upon or with the other.
2. of or pertaining to a two-way system of electronic communications, as by means of television or computer.
3. (of a computer program or system) interacting with a human user, often in a conversational way, to obtain data or commands and to give immediate results or updated information.

Every day I have to remind clients that this “online thing” is interactive. Many have a hard time understanding that they need to be involved — how much they need to be involved. That their level of involvement — of interactivity — will determine their level of success.

I really have never known where the “built it and they will come” mentality came from when it comes to online business. That may have held some weight back in the day, but now, you’re lucky if you get found. And, when you get found (because you’ve embraced all that interactive stuff I “preach” about), you had better be the epitome of credibility, professionalism and customer service.

There are still those who want static HTML sites — those folks tend to be technophobic. The thought of having to be interactive scares them to death. All the posting, article writing, social media recommendations, RSS and the like sends them running — “that’s just too much to learn!” Well folks, I can honestly say that I learn something new each and every day around here. If you don’t want to learn; you probably should question why you have a Web site.

And, if all that learning doesn’t scare them to the point of inaction — it sounds like too much work. Either way, my advice to those who don’t want to learn or spend the time interacting, is to simply not bother. They’ll be throwing their hard earned dollars away on a site that won’t get found and won’t produce.

Many of my clients have discussed with me their insecurity in regard to the perceived skills and knowledge required to proceed in today’s environment. Then, combined with an overall intimidation with technology — that’s the reason why they don’t embrace what they hear, read and see is happening around them.

The ironic thing is, with applications like WordPress, Wiki and others, being involved and interactive actually has never been easier. If you can type, you can Blog, go social, interact and discuss your experience and knowledge to the benefit of your business. And you just might be surprised on how much fun you actually end up having!

Unfortunately, I fear those who hold back instead of bolding going forward and facing the challenges that online participation demands of each of us, as of today at this point in time, will see that reflected in their bottom line — and not in a good way.

Know that with the right partners, you can be coached through any frustrations, concerns and unknowns or whatever you perceive is preventing you from joining the social revolution.

“Come to the edge.
We might fall.
Come to the edge.
It’s too high!
COME TO THE EDGE!
And they came
and she pushed
and they flew…”

-Christopher Logue

At your service,
Judith

Back in the day, setting up and managing your Pay Per Click campaign was no big deal. Now, with all the testing, tuning, modifying and tracking that are required to run effective campaigns (yes, multiple if you are doing things right) and you’ve got yourself a full fledged science fair project.

I know from discussing the topic of their PPC efforts with my clients that they are not into, up to or willing to do all that is required to run campaigns that produce conversions and/or know why the conversion numbers are not what they desire. Nor do they have the budget or inclination to pay a professional the time it will take to manage their program for them.

Here again, we have that dilemma where, online business folks don’t want to pay someone to do it properly but to learn how to do it themselves requires way to much of a learning curve to entertain. I get that. However, to particiipate online you have to rise to the occassion and embrace the realities of what online success entails. To just throw up a PPC campaign without approaching it properly is simply throwing good money after bad.

I found a useful post today at one of my fav blogs that can help those who find themselves in the frustrating position of having PPC campaigns that are not producing.

The post starts out with the two main concerns I hear about every day — spending allot and not knowing if there is any ROI.

“You’ve decided it’s time to get online and what easier way than by starting a PPC campaign? Google has made it so simple that with a few clicks you are well on your way to Digital Marketing Success.

except

you seem to be spending a lot of money.

and

you’re not really sure if it’s making you money.”

You can and should read the full article if you have any PPCs running — you will learn something new that you can apply or amend.

Small Business PPC - 26 Mistakes That Cost You

One could say, as some commenters have, that even 26 tips are too much information. Well folks, this is informaiton technology and it is what it is. Use this information as a way to protect your investment and spend your hard earned dollars wisely. Information is power; but only if you use it.

Read the full article and apply these tips to your program — your wallet will be glad you did!

At your service,
Judith