How to Destroy Online Marketing Pointlessness

February 3rd, 2009 by Easton Ellsworth

“Would you tell me, please, which way I ought to go from here?” – Alice
“That depends a good deal on where you want to get to.” – Cheshire Cat
“I don’t much care where …” – Alice
“Then it doesn’t matter which way you go.” – Cheshire Cat

Is most of what you’re doing online pointless?

I had the incredible opportunity to join several of my close friends on a group phone call today. We talked about online marketing strategy and the difference between building a blog/website and building a business.

There was a special synergy that brought at least one of the participants to tears (in a good way).

That call got me thinking about the relative pointlessness or meaningfulness of each marketing activity I do online to promote my consulting business.

These three words were pounded into my brain.

What’s the point?

Do you always ask that question about every aspect of your Web marketing? I know I don’t. I should, but I’m as guilty as you probably are.

In other words, “Why am I doing this instead of not doing it? Why this and not something else? What is it about this activity that is meant to lead my business to success as quickly and efficiently as possible?”

If you can’t honestly think of a point to each marketing effort that clearly addresses your company’s long-term success, should you really keep doing that thing?

What’s the point of what you just spent the last minute/hour/day/week/month/year doing on the Web to promote your business/product/service/event/cause?

What’s the point of each link on your blog/website? What’s the point of your last blog post? What’s the point of all your Twittering?

If you don’t really know, then there’s not much point, is there?

How can you make sure that each online marketing activity you do has a point?

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