|A long time ago in a
galaxy far, far away...
Nope - not the beginning of a new
Star Wars saga, but the description of the time when a business could
rely solely on offline advertising.
Today, and in the future, each and
every business must pursue its customers in both dimensions...online
and offline - one feeding the other.
Not all offline advertising works, and
many of the "traditional" methods of offline advertising are
losing their effectiveness. But there are a number of unique and
effective offline methods of advertising that do work. And the ones
that work the best incorporate online advertising into the complete
And online doesn't mean just email and
a website (although very effective if done correctly). Blogs and
mobile advertising have their place to.
With all of the above
in mind, the most important thought to take away from this page is
that NO ADVERTISING SHOULD STAND ALONE.
When you advertise offline, give them a
reason to move their relationship with you online. If advertising
online give them a reason to visit with you in the real world. Create
a multi-faceted marketing program that interacts with your prospects
and customers in every way possible...allowing them to chose their
favorite way of communicating with you.
Get them to your website. Get them to
your blog. Give them a reason to visit both. Make enticing offers to
them at every step. If mobile marketing makes sense to your business -
then start to implement it as it is not as expensive or as difficult
as you may imagine.
Oh...just in case you don't know this -
wherever they are - capture their information.
Creating an effective online presence
is not difficult. At the least...for most small businesses it should
include a website, email list and search engine optimization. For the
more progressive (and if warranted) add to that a blog and possibly
mobile advertising. It take a bit of time to set up and a little more
time on a monthly basis, but is worth it.
If you marketing is systemized, then
each part of your advertising should connect to the other parts.
Online bridging to offline, offline connecting to online. Seamless.
Every passing year, this becomes more important. What you should
realize is that offline advertising still has an important part to
play in your marketing mix - but it's effect can be enhanced by tying
it to offline marketing.
The right offline marketing combined
with the right online marketing will elevate your business above your
competition in an almost effortless way.