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Are Online Marketers
Missing The Boat?
©2007 by Sharon Fling
I was chatting with someone the other day
about my favorite subject -- online promotion of local
business -- and he said something that made my ears perk up.
"What about the other way -- Internet companies using
offline promotions to grow their enterprises and drive
traffic to their sites? Why aren't more internet marketers
doing THAT?"
I had to admit I didn't know. Since much of my target
audience is offline, there's no way I can limit myself to
online marketing only. But what about the vast majority of
online businesses? Are they doing the same thing
brick-and-mortars are doing -- but in reverse? Are they
ignoring the
offline world the way that some local businesses ignore the
Internet?
It reminded me of an exchange I had a few months ago with
Martin Avis, of Biz Ezine (http://www.bize-zine.com).
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Martin's opinion was that local
marketing should be of great interest to all kinds of
marketers as well as web site designers and consultants.
"For that reason," Martin said, "I believe that you can
market to any online marketer who has an element of
local business in their portfolio. And at the moment,
that is any online marketer with an ounce of common
sense!"
Well. When you put it that way, Martin...
I tucked this nugget away and carried on, still focused
on reaching those elusive small business owners in the
outside world.
But when the subject came up again last week, it got me
to thinking. How many online marketers are maximizing
advertising dollars by integrating online and offline
promotions?
I know it's hard to believe, but not everybody is online
16 hours a day, visiting websites, reading ezines and
hanging out on discussion boards. In fact, a lot of
people still don't have computers. Gasp! Can you
imagine?
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
It's not a coincidence that some of the most successful
online businesses were promoted largely via traditional
media advertising such as newspapers, radio, and TV.
Even Amazon, the king of books online sales, is doing
offline promotions such as catalogs and print ads. And how
many hundreds of AOL CDs have you received in the mail?
Google, eBay, Match.com, Monster.com, Yahoo! -- they all do
some form of offline advertising and promotion.
Now, you may not have "Yahoo!" money, but there are plenty
of CHEAP ways of driving offline traffic to your online
site.
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
As a matter of fact, they are much like the methods you'd
use to drive offline traffic to your local site: your URL
everywhere, word-of-mouth, press releases, free publicity
from being mentioned in a local newspaper or TV news
program, license plate frames, postcards (which can be
handed out like business cards at local events and trade
shows), promotional items, networking, small print ads that
include your URL .... the list is ENDLESS.
Bottom line: the more people you expose to your product or
service, the more business you will get. If you want to
reach the maximum number of people, you must promote your
business both online AND offline. There are too many people
that are in only ONE of those places. Can you really afford
to ignore so many potential prospects and customers?
ABOUT THE AUTHOR:
Sharon Fling is the author of "How To Promote Your Local Business On the
Internet", and creator of GeoLocal.com, the web's largest resource for
using the Internet to promote small local business online. Visit
www.geolocal.com and subscribe to GeoLocal's free Tip of the Week. |
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