DISQUS

Vlad (Small Business Blog) · 1 year ago

For some of my clients (I work with small businesses only) there's a "big divide" between online and offline. Not because they lack understanding of either part, but because they lack proper tools that measure the outcome of combined efforts. Someone saw their ad in the newspaper and searched for the company online, visiting web site. How do they know that that specific newspaper ad resulted in web site visit?
Of course, there are ways to do it, like instead of example.com put example.com/action, but it would still go unaccounted for if the visitor goes through a search - and most do.

Merchant Account Specialist Ch · 1 year ago

Great advice. We've seen some great results having our online presence mirror our offline, especially in an industry in which many businesses ignore online tools -- I think that has helped us stand out in the crowd. Loved the simile, too.

Becki Maxson · 1 year ago

John, I completely agree. We teach the power of the unexpected offline follow-up with personalized greeting cards automated from the internet.

People just aren't used to getting real thank you cards in their mailbox in this world where so much is online. It really makes you stand out in a world where that's hard to do.

Best,

Becki Maxson
The Card Gal

Joseph T. Dager · 1 year ago

Good advice, John! I think is very important for off-line and online presence to be similar if not exactly the same. We hardly can brand ourselves to much.

But I have a question, I need to raise. I am having a hard time finding good leading-edge marketing advice on anything except for online initiatives. Is there any cutting-edge off-line activity going on today?

Just looking at the visitors to my website, 28% are still using Internet explorer 6.0. When I look at my computer, I have four or five browsers and 6.0 was a long, long time ago.. When I talk to the small business person and discuss social media, very often,I get that Deer in the Headlight look." I know the answer, the readers of the DTM blog may say: "They don't get it."

So if you're a leading-edge marketer, what are some off-line ideas?

Mike · 1 year ago

John,
Great post!
The thought that pops in my mind is that a SBO may see all of these systems and think that it takes too much time!
I advise my clients to break it down in small chuncks and install one system at a time and at the end of my Teleconference give a PDF that shows just how little time it actually takes to maintain 9 marketing systems

Mike Saunders
www.MarketingHuddle.com

David Sandusky · 1 year ago

This post is a nice reference point for me -tx. My wife's business is a good example. Today very successful (5th yr) with significantly more products sales via offline relationships and marketing. As we launch on and offline retail soon, the online strategy for her business will increase. We will not loose sight of where we came from, so to speak, and this post drives that home.

The new "to close". Some people are online so much they think everyone is and there are plenty of people almost never online - effective personal brands in both cases and to your point, with room to improve.

Clem / Unique Business Opportu · 1 year ago

As a website developer and work-from-home entrepreneur, I spend a lot of time online everyday. After all, it's where pretty much ALL of my business is! I would agree with what you said, and add: explore and use the tools (there are some amazing things out there both free and relatively inexpensive) but stay in touch with your business and your customers. Time and time again I remidn myself that, jsut because I work in a virtual world does not mean that every aspect of my relationships needs to be virtual. I frequently ask myself: how have you reached out to a customer lately? Send a card or a traditional letter instead of an email is an awesome way to get and stay noticed!

Kathy Hrach · 1 year ago

Here Here!
Marketing is all about creating a profitable mix. My direct mail business has nothing to do with the web. However, to meet new customers, I've found that we need both a strong offline and online presence. We've gained business through people who found us on Google and others we've met at networking events.

The struggle is knowing the right mix. Should I be Twittering? Should I place print ads? Should I focus on blogs or traditional print magazines? There is not one right answer - you just need to mix it up and test, test, test.

Kathy Hrach
www.writeonresults.com/blog

Jacob Angel · 1 year ago

I find it a very great challenge to integrate online and offline marketing campaigns for my clients. As someone else mentioned, there's often a real divide between those campaigns.

That was made very clear to me recently when a client used online PPC advertising to drive foot traffic to stores. Not only was it almost impossible to track ROI, but the various stores had little or no materials reflecting the online campaign.

After only a couple of weeks the client halted PPC until they determine an appropriate call to action, and a way of tying that CTA to in-store customers.

Jacob Angel · 1 year ago

I've had great difficulty integrating on and offline tactics for my clients.

A recent project used PPC to drive foot traffic to stores, but we had to halt it when it became clear that the agency handling the off line aspects hadn't provided complementary materials for in-store use. It was also impossible to calculate ROI effectively because there wasn't a clearly defined call-to-action in the PPC campaign that could be tracked to the store level.

Jacob Angel · 1 year ago

I've had great difficulty integrating on and offline tactics for my clients.

A recent project used PPC to drive foot traffic to stores, but we had to halt it when it became clear that the agency handling the offline aspects hadn't provided complementary materials for in-store use. It was also impossible to calculate ROI effectively because there wasn't a clearly defined call-to-action in the PPC campaign that could be tracked to the store level.

Susan Pascal Tatum · 1 year ago

In the business technology world, offline marketing is still important; but online presence is priority number one. This is because of the process business technology buyers use to make buying decisions.

Virtually all such purchases involve at least one visit - usually more - to the seller's website. So, having a good website - more than just an online brochure - is critical. Also, these buyers begin with an online search. High visibility in search engines will reach around 80% of active prospects. Offline tactics can be used to fill in once the vendor has established a solid online presence.

So, I agree that online marketing has a place. It just won't work as well if the online factors aren't taken care of first.

Steve Cook · 1 year ago

As a web developer one would think that all our business contacts would be online, but most of my clients are firmly rooted in the real world. So to reach out to then we use offline methods as much as possible.

I've been using a form of direct marketing that combines ease of communication with a personal touch. I have produced a bunch of postcards with an offer of a 1 hour free consulting session. I left space on the cards to write a personal message and I send this to prospects. First though I take a look at their site and jot down a few thoughts about where they may be facing challenges. In my hand written message I say that I've looked at their site and have some ideas that may be of interest and that I will be in touch.

This the the ice-breaker. I follow it up by ringing a few days later and have hopefully piqued their interest enough to get them to book a free consultation.

With the consultation I focus on helping examine what their wesite is for and examining any particular issues they may have. I guarantee in advance that I will be able to return with 5 concrete suggestions that they can either take to their existing supplier or that we can help them with.

This gets me a foot in the door, gives the customer some value from day 1 of our relationship and gives me a chance to win business from companies that already have a supplier.

Engago Team · 1 year ago

One more tool:
Know who is visiting your B2B website by company name.
Most B2B desls start with an Internet search.
Thus better know as soon as possible who is interested in your products or solutions.
Reach them early in their buying process.

tri-win · 1 year ago

I always believed in maintaining a balance in online and offline marketing and social networking. Traditional marketing still has it's place in a world that is beginning to place too much emphasis on online marketing nowadays :S

Good post on re-instating the importance of maintaining offline marketing efforts!

Mitchelle · 1 year ago

Online marketing is certainly growing and being in the web business I am not against it - but there is still so much potential offline. Printed marketing materials like posters, and sales sheets and presentation folders and more are much better to have in hand where the consumer can read them over and over as well as share with others. And don't forget the power of plastic and the marketing value that comes with it. Plastic cards and gift cards are growing with retail businesses everywhere.

Mitchelle
http://www.my1stop.com/

Andrew Sokol · 1 year ago

Funny, I was consulting with one of my small business owner clients about this today. She had exactly the opposite situation. The web terrifies her. Blogs, social bookmarking, affiliate programs, pay per click, were all terms that made her feel overwhelmed. I discussed with her that the use of these online tools was actually fairly easy, and that she might feel less overwhelmed if she developed a basic understanding of just one at a time. It seems that what counts isn't so much how many internet tools are available for marketing, but who chooses to make use of them and how.

Max Entin · 1 year ago

Yes, it's important to have a complete "portfolio" of marketing strategies. Online marketing alone is not as effective.