Are You Neglecting 50% or More of Your Business?
March 19, 2007
Here’s a statement that I want you to quit using immediately…
“I have an internet business.”
I used this statement for a long time, until I realized it was cutting my own throat.
You shouldn’t just have an “internet business.” You may have an “internet based business” or a business that markets primarily online, but you should never limit yourself to one form of marketing.
Sure, a good portion of your profits may come from affiliates, search engines, PPCs, viral marketing, and social media. This doesn’t mean you should ignore offline opportunities such as seminars (just the networking portion can jump your profits), postcards to selected lists, publicity campaigns, etc.
Recently I was helping one of my clients establish their business plan. They came to the point where we discuss where you find your target market. When they really thought about it, they realized cost effectively targeting their market online was going to be a nightmare. Yet, they knew exactly how to reach their target market by offline means.
They’re still using online methods (such as direct response websites, email follow-up, and PPCs), but their primary source of leads is not online.
This may not be true for your business. Your best lead generation methods may be online. But are you using everything at your disposal to follow-up on them. Sure, email is cheap and effective. Have you considered adding direct mail to the mix? A combination of both email and direct mail will boost your response. How about telephone follow-up? How about some type of in person contact such as a seminar?
Have you considered adding in a publicity campaign for the credibility it gives, even if it never becomes a primary lead generation tool? Almost every business I work with has ways to generate leads both on and off the Internet, and they profit from adding methods of follow-up in both mediums as well.
When I work with local businesses, they have the opposite problem. They’re stuck in their ways about only doing things off the Internet. Many just want a website, because they’ve been told they need one. They’re missing out on a fortune of online users who start their product and service buying process online…before going to a local business.
The best results come from a combination of the marketing tools available to you…
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