There are a lot of reasons why an internet marketing strategies and service may work for one business and not for a similar business down the street.Here are three reasons why you should use reviews as guidance rather then the rule of thumb.1) Do they have the know how? – The experience of the firm has a lot to do with the firm’s performance with that particular internet marketing tool. Take Google AdWords for example. There are tests and certifications in place to make sure individuals managing these campaigns know what they are doing. Now not every campaign manager needs to be certified, but it certainly does go a long way in proving ones expertise as Google AdWords can be quite difficult to manage. If a firm has a certified individual managing their Google AdWords campaign, you can expect them to out perform the firm managing a Google AdWord’s campaign themselves for the first time, even if they are in the marketing with the same budget.2) But do they really know? – Unfortunately, although internet marketing and local internet marketing is one of the most track able forms of advertising, many small businesses and Small Business marketing still do not track their return on investment appropriately. A lot of internet marketing services work on the Pay Per Click model. But really, how valuable is a click? It is what happens after the click that counts. Even for the web savvy internet marketings who have analytics or conversion tracking in place, it still doesn’t tell the whole story. Think about Google AdWords. Although Google Conversion Tracking Code for AdWords will track internet conversions, if a business gets most of their leads over the phone, how can the business owner really know how many sales were a result of the internet marketing efforts? Asking “where did you find us” is a start but doesn’t prevent a lot of sales from slipping through the cracks as far as their source. Another example is Groupon. We can easily measure how many sales were recorded and how much money went into Groupon’s pocket vs the business owners, but what about the number of customers who turned into life time clients? Or the clients that purchased more then the Groupon’s value? These are all hard things to track but they do help in telling the whole story of whether the internet marketing service worked for the business or not.3) Not every website was created equally – Would you buy a lot of products from a run down store with a sketchy check out clerk? Most likely not. A website is no different. The look and feel of the website has a lot to do with whether the visitor turns into a paying customer or not. After all, a successful internet marketing campaign can only bring the right web traffic to your door, you still need to sell them, and a good looking and working website is the way to do that. Since members do not share their website, keep this in mind!Internet marketing reviews are a great way to get an idea of what may or may not work for your business online. Just keep in mind not every review tells the whole story. Feel free to question a review on Biznextdoor with your own questions or the ones outlined above. The owner of the post will get an email alert and hopefully respond back with additional information on their internet marketing experience.