One night I got the 2 AM call every parent dreads:  “Dad, I’ve been in an accident!” My 18-year-old son, on his way home from work, was fine but shaken up.  It was winter and the roads were snow packed with spots of ice.  He was an experienced winter driver, but cruising down the freeway at 60 MPH in the middle of the night he hit a patch of ice, lost control and went into the median. Because of deep snow, the Blazer was propelled in then out on the other side, into the opposite traffic lanes.  Fortunately, there was little traffic at that hour, so there were no other cars around.

Smashing into the median bent the frame, pushed the engine back, cracked the radiator and other damage.  Check out the picture of the front license plate holder and you’ll get an idea of the devastation.

He was able to drive it to a friend’s repair shop, and I went to pick him up.  On the way home he shared the details and revealed that he had failed to push the 4- wheel drive button.  “Why??” I asked.  “I didn’t think I needed it,” was his response.

The Chevy Blazer he was driving had a button on the dashboard that engaged the 4- wheel drive.  Most of the time we drove in 2-wheel drive mode since the gas milage was better.  But when it snowed, that button was great! One click, double the power and control.  But he didn’t think he needed it!

$2500 in repairs or engage the 4-wheel drive?  Seems like an easy choice but it wasn’t as simple as that.

Today we see the same rationale. I hear people say ‘oh, I don’t need Linkedin’ or ‘I just don’t get Twitter’.  These are the new 4-wheel drive buttons of marketing.   Failure to use them will cost you.  

Internet marketing demands that your organization leverage every tool and advantage you can employ, including:

• Youtube video. The second largest search engine on the web and owned by Google.  Ignore it at your peril.
• Social media, especially Linkedin, Twitter, and Facebook.  Depending on your product, service and audience, one can be more effective than another.  It’s vital to know which applies to you and why.
• Press releases.  News of product offering, expansion, customers, awards, etc., helps push your name and site in search engine results.  Tell the world your news.
• Blogging.  Consistent posting of solid information is the foundation of organic SEO.  Blog about your customers and how they use your product, or changes in the industry.  The list is endless.  Make sure it’s well written, interesting and helpful.
• Think creatively.  The first rule of marketing is to set yourself apart from your competition.  In other words, don’t follow the leader.
• How can you tell your story differently?  Think of the memorable ads of the past.  Most of them were creative and emotional.

These activities are critical to your internet identity and building strong, organic SEO.   Not understanding and engaging them will cost you.  Just like driving in the snow without engaging the 4-wheel drive.