Increase Profits by Coordinating Online and Offline Marketing
Most small business owners I know fall into one of three categories
in their attitude toward online marketing:
1. Those who market online exclusively and don't consider using
traditional (offline) methods. Usually they mention the expense
of traditional marketing and the length of time to see results
as their reasons for ignoring offline marketing.
2. Those who are not online yet but plan to get online sometime
in the future. Usually they mention the initial expense of computer
equipment and software or the learning time required as their
reason for not being online.
3. Those business owners who use both online and traditional
offline marketing methods. Usually they coordinate both methods
to maximize their profit from each.
According to a recent Internet User Stats 74.9% of US population
use the internet. If you're a small business owner operating
exclusively online, you're bypassing over 25% of the US population
that doesn't use the internet. Even worse, you're missing large
number of internet users who only check emails and do not conduct
business online. If your target market is global; marketing exclusively
online will really cut yourself from a whole lot of potential
customers. In Asia only 17.4%, Latin America 29.9% of population
use internet. Do you really want to cut yourself off from so
many potential prospects and customers?
On the other hand, if you're a small business owner who hasn't
explored online marketing, you're depriving yourself of the benefits
of a very cost-effective and time-effective business tool, which
has grown over 200% in the last few years and will continue to
grow in the coming years. If your target market is the US market,
online marketing should be crucial to maximize your profits.
The following illustrates one example of how you can coordinate
online and traditional offline marketing to maximize profits.
The example we'll use is based on the popular two step selling
process of (1) placing classified ads to generate inquiries and
(2) replying to those inquiries with a powerful sales letter
motivating the prospect to buy.
Test Online - Move Offline...
Classified ads can be tested quickly and cheaply online. Online
services such as Google Adwords, Yahoo Sponsor search let you
post pay-per-click ads with several controls such as geographic
location to show ad, options to display in other affiliate websites
at very little cost. These ads appear almost immediately and
you know within a few days whether or not your ad is getting
results. If your ad isn't getting results, change it or test
another one and keep testing until you develop an ad that produces
an acceptable number of responses. Try to place your ad in locations
and categories likely to be read by people in your defined target
When you have an ad that works online you can start testing
your sales letter online by e-mailing it to the people who reply
to your ad. Follow the same procedure of revising and refining
your letter until the conversion rate to sales is acceptable.
After you have a proven ad and sales letter that work online,
you can expand your promotion offline using the same ad and letter.
You can start your offline promotion by placing your new proven
ad in selected print magazines read by people in your targeted
market. Be sure to target the same category of prospects offline
as you did online. You want to use the same sales ad and sales
letter with the same category of prospects offline as you used
online. That's the only way you can be assured of getting the
same successful results offline as you received online.
If you prefer direct mail to classified or display advertising,
you can save time and expense by printing your ad on postcards
and mailing the postcards to a targeted list of prospects. You
may even want to use the subscriber list for the same magazine
you considered for placing your ad. Your ad on a postcard will
be seen by almost 100% of the recipients. There's nothing to
open or unfold before the message can be read. Postcards are
delivered ready to read.
In this application, the postcards perform the same function
as your ad. They generate inquiries. Obviously, you respond to
all inquiries the same way. Send them your sales letter.
This article revealed how you can reach the maximum number of
likely prospects for your product or service with a proven offer,
regardless of whether those prospects are online or offline.
The more people you reach in your market, the more business you'll
get. The more business you get, the more profit you can withdraw
from your bank account.