Executing new marketing ideas is strictly for the adventurous. It’s exciting to ponder the possibilities of “what could be;” but without a template and no assurance that your idea is going to work, the adventure can be incredibly scary. If your idea turns out to be the one thing to boost sales and brand awareness, riches and recognition will follow. If your idea fails, the best you can hope for is to be compared to Thomas Edison; you learned all of the ways to NOT do something. The worst that can happen is you lose your job, ruin your reputation, and have to move in with your relatives. Nothing ventured, nothing gained…right?

I was recently collaborating on a presentation with my web guru, Kelly Lin Wright. Kelly and I were trying to figure out what is “the one thing” that would help our clients expand their web presence. From a web design perspective, Kelly was of the opinion that most websites needed to have a lead magnet—jargon for an interactive page on your website that engages your prospects. I often see the same thing so in that moment, I agreed with her. It seemed like a good idea. Both of us have analyzed hundreds of websites. Adding a lead magnet is the logical next step to building and improving a website.

one-thing-web-presence“Let’s run with it!“ I said.

OK….I feel your eyes glazing over. One of our goals this year is to eliminate jargon so I am going to make this explanation simple. A lead magnet is a landing page with an offer (an ethical bribe) that compels the visitor to give up his email address so you can continue to market to him—like this page HERE.  In other words, it attracts leads.

Let’s get back to “the one thing”.

After a few days of mulling it over, I had to back away from the idea that a lead magnet is “the one thing” that will help my clients build a web presence. A lead magnet ranks extremely high on the list, but is it truly “the one thing”…the only thing…that will expand a web presence?

Was our idea dead?


And, no.

We realized something. Believing that there is just “one thing” may well be a myth. Expanding your web presence requires a strategy; a plan for how and when you will target your ideal customer online.

A strategy is made up of many things which may well include a lead magnet. It also includes the integration of your website, an offer, an informational blog, email marketing, social media and/or pay-per-click advertising.

Facebook isn’t “the one thing”.

Blogging isn’t “the one thing”.

Email marketing isn’t “the one thing”.

The reality is, building an online presence is as unique as your customers. Knowing everything you possibly can will help you put “the one thing” together—a strategy that works for your business.