Internet Marketing: Strategy Still Matters


One of the greatest things about our organization, EO Detroit, is our ability to tap our members to leverage their experience and expertise. If there is an opportunity or a challenge, there is likely an EO Detroit member who can show you the way.

Here’s a great example. Many businesses struggle with how evolving technology is impacting their marketing and communications efforts, the role it plays in maximizing a website. the role it plays in  search engine optimization, and the role it plays with regards to media tools and tactics.

One of our EO Detroit members is a pioneer and recognized leader in Internet marketing. Linda Girard is founder of Ann Arbor-based Internet marketing firm Pure Visibility and is helping some of Detroit’s most recognizable brands drive business via the Internet.

I asked Linda to share her thoughts on some of the biggest mistakes companies make with their Internet marketing efforts. Here are three big ones:

  1. They do not base decisions on strategic thinking.

Too often, businesses just dive right in. They don’t take the time to think through their business goals and how each element of Internet marketing can and/or should be used to support overall organizational goals.

  1. Their online marketing programs are not well-integrated.

Once a strategy has been articulated, each online marketing element needs to work together. Some companies have beautiful, brand-oriented websites, but they haven’t given enough emphasis to search engine marketing to drive leads. Or, they haven’t given enough emphasis to the user experience to make sure that people can find what they are looking for, submit a lead, or make a purchase when they get to the website.

Companies also misuse social media tools such as LinkedIn, Facebook, Twitter, and Pinterest.  Facebook is littered with business-to-business companies who would be better served focusing on highly targeted channels on LinkedIn. And many consumer-oriented companies still haven’t caught up to the fact that Pinterest is actually driving more leads than Facebook.

  1. Putting the CEO’s 22-year-old nephew in charge.

There is no doubt that younger professionals have a proclivity for social media. But, just because you can SnapChat with your friends or have 337 followers on Instagram doesn’t necessarily mean you are qualified to run an organization’s social media function.

This is not to discount the contributions of younger professionals. They often bring energy and creativity to the process that is extremely beneficial. But, they may make the mistake of implementing scattershot tactics rather than using social media strategically. If and how you use social media should be determined by your organization’s needs and the desires and demands of your customers and constituents. So, it will serve you better to have a seasoned marketing person lead the effort.

If businesses can avoid these common pitfalls, they have a much better chance of succeeding with their Internet marketing efforts. If you are interested in learning more, please visit or contact Linda Girard directly at