Offline business owners are starting to realize that marketing offline businesses on the Internet is the most cost-efficient component in their marketing mix. Unlike traditional advertising, online marketing is interactive, allowing for better customer relations, more effective lead targeting and better damage control when needed. Offline businesses can increase sales, boost their bottom line and brand their company and products for much less money with online marketing as well.
Offline businesses usually start with a company website when first venturing into online promotion, as it’s the most familiar territory for them. A website is the online version of their offline catalogue or brochure, so they feel relatively comfortable in using that as their main promotional vehicle online. While this can definitely help any ‘brick & mortar’ business establish a web presence, it isn’t the only way, nor even necessarily the best way to market themselves online.
The second way to use the Internet to promote offline businesses can often be more effective, because building a business blog is easier and usually more a more powerful weapon to have in your marketing mix. Blogs are easy to update, can be authored by any company employee, have greater presence in the search engines and other directories, and can be built by the company itself, instead of relying on expensive web design firms or advertising agencies. Plus, updates are instant – and any marketing pro worth his salt knows the advantages of being first to market with new products or services. With a business blog, offline businesses can be promoting a product for a week or two while their competition is still waiting for the ad agency or design company to update a website.
Email based marketing is another way to use the Internet for promotional and advertising purposes, and offline businesses would be wise to train one or more of their staff in the art of marketing with email. This is easier for larger corporations since they usually already have someone issuing a print newsletter – but any company, even a sole proprietorship, can issue a professional-looking business ezine that’s cheaper to produce, cheaper to send and far ‘greener’ than a printed newsletter.
The fourth way to use the Internet to market offline businesses is through social media sites like Facebook and Twitter. Social media is the fastest growing segment of the online world and rapidly becoming the most important part for online marketers of any stripe – Facebook alone has over 400 MILLION users now, a sizeable market no matter what line you’re in. And recent demographics from such sites is enough to make any marketer salivate – far from being kid-dominated as originally believed, these sites are mostly populated by those 30-70 of above average income and education. Definitely NOT a market that should be ignored when using the Internet to market offline businesses!
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