Let’s start with something obvious: If you’re a business or a brand or anything at all, you need to be on the Internet
The Internet is a place to drive awareness, and this is true no matter who you are. The Internet is the place to create communities, drive people through various funnels, and then get some of them to transact. Do this enough, and you can stay in business. If you have a system in place, then you can rinse-and-repeat, and grow your business.
In a way then, all you have to do is visualize your business funnel via analytics, and optimize the flow of marketing, revenue, and profits.
There was a time when running funnels like this was fairly easy, there just wasn’t that much of an attention-challenged world! These funnel then looked like this, quite simple, really:
At the top of the funnel was the website – only desktop versions were useful back then – and it’s where marketing engaged to drive people from “the Internet” to inside the funnel.