I receive so many feeds and newsletters that quite often I simply don’t have time to even open them all. Let alone read them all.
But, I am an infoholic and therefore have this uncontrollable urge to stay on the edge. By watching and analyzing the commentary, studies and observations of online marketing “experts.”
Experts Need Reliable Information
In doing so, being an expert in training for the entire life of my consulting practice, I’ve come to realize a few things. Anyone who is attempting to keep up, really trying to “get it” and working towards a better understanding of how online marketing works is in fact an expert in training.
You simply cannot know it all. No one can. Especially when what you know is constantly in flux and morphing for reasons yet unknown or documented. I have been living over 25 years of just that.
The online marketing gig is always evolving like crazy. Social media and online marketing have taken a turbo turn into an arena that is being tested, analyzed, extrapolated by every “expert” imaginable. Add Google’s “Do No Evil” (don’t believe it) algo changes and you have a stew of “what am I supposed to do now?”
Choose Your “Experts” Wisely
What is clear is how every single self-proclaimed expert has a different take on what we’re doing, should be doing and/or where we are going when it comes to online marketing. None of them know for sure. They are just sharing their specific experiences.
Some of these experts back up what my decades of experience proves out, while there are those who go in directions I have yet to consider. This can cause me to question what I thought to be true just the day before.
Others just make me giggle…
Everything can be tried, tested, analyzed, changed to produce different results. That can be pretty darned exciting — or mega frustrating for many.
Every “expert” is on a mission based on their unique experiences to determine metrics and create successful strategies. More importantly, how to measure everything that has to do with site visitor’s habits and activities to produce ROI.
The funny thing is not any program, strategy or “metric” will apply the same to every site, program, market, methodology or strategy.
Expect the Unexpected
Each Website is an island unto itself in regard to approach, tools, methodologies and strategies that may work. Yeah, there are some basics and staples that apply to all sites, but by daring to try something new and different — that’s when things really start getting interesting.
Not a single expert can claim to tell any site owner exactly, specifically, what to expect other than to expect the unexpected. There will always be new twists and turns that are unique to each individual site that can cause even the most expert of “experts” to scratch their heads.
Online marketing is a work in progress. Anyone who claims to be an expert will admit that they realize the importance of continually building upon on their “expertness”.
This is the only way to ensure they have all the information and data available to apply to the project at hand — at that moment in time.
The world is so fast that there are days when the person who says it can’t be done is interrupted by the person who is doing it.-Anon
Amen to that!
You know your business and customers better than any “expert” out there. Use that information to your advantage.
It is the experts in training, just like you that push the envelope. They try new things no one has yet to try, and re-purpose strategies so they can be born anew.
You too are an expert in training. Choose your sources wisely, read, learn, test and tune and find out what works for your site. Rinse and repeat.
At your service,