If you already have an established online business – or even if you’re just starting out, you may be under the impression that your marketing efforts will be based solely online. After all, you have a business that is online and where is a better way to market it than through the Internet, right?
This is one of the most common mistakes that people make when they have any business. They choose a marketing plan and stick with it, not thinking about the big picture. This happens often in the offline business world in which businesses feel that they should not market online because “that is not where there customer base comes from.”
Wrong again! An increasing number of people are using the Internet to find out about offline businesses as well. It is important for any business owner, whether they have an online business or offline business to cross market as much as they can.
You probably already have a boatload of strategies to market your business online. But if you just stick to this one way of marketing, you are only reaching a small portion of people. In order to successfully market your online business, no matter what it is, you need to use off line marketing strategies as well. In fact, an iProspect study shows two-thirds (67%) of search engine users are driven to search by an offline channel, and that 39% of those offline-influenced search users ultimately make a purchase from the company that prompted their initial search. So you really may be missing prospects if you just focus on online strategies.
But how can you add offline marketing strategies without eating too much of a small marketing budget? (After all, advertising can consume a complete budget in one swoop if you are not careful!)
That’s where creative marketing comes in. Think press releases, media coverage, direct mail, post cards, and flyers.
Yet creating all that marketing content can take up another, even more valuable resource: your time. So what can you do?
Learn to recycle your online marketing content into offline content. For example, an article can become part of a snail mail newsletter or a press release. Several tweeted tips can become a list of tips you share on the back of your business card.
Michele PW & I have created a system to help repurpose and recycle your marketing. And we start our next bootcamp for the Complete Online/Offline Marketing System on October 14. Join us at http://www.contenttoprofit.com and get the entire product and the bootcamp!