We live in a world of borders, don’t we?
There is a border between the USA and Canada…between the USA and Mexico…and so forth. Yet we continue as a society to visit both of those countries all the time.
So let’s apply this to today’s lesson…
There is a border between an online business and an offline business. This exists because of a variety of factors like the types of products sold, the people who sell them, and other factors.
But should there be a border at all?
Let’s share an example…
An online membership site sells its memberships on the typical “Free, upgrade to silver or platinum membership” model. Upfront, this membership offers a free 50 page report on a niche industry to generate leads through an opt – in page. This membership site offers this report plus the “free” membership with limited benefits.
Then it sells it’s upgraded memberships with all the bells and whistles like business packages specific to the niche industry, audio’s that give the “golden nuggets” of info, and maybe even video to “take you by the hand” and walk you through business improvement techniques.
To market this…the membership site owner might use article marketing, Pay Per Click, forum marketing, etc…
All the online marketing techniques we are familiar with.
But there is a better way, and I suggest you add this methodology to your online marketing model today. Notice I did not say to stop marketing online at all, as all of the aforementioned techniques work great when done correctly.
But the most productive way to market your online business is… offline!
That’s right, offline marketing. Direct mail, newspaper editorial – style advertisements, word of mouth offline, face to face networking, public speaking, print newsletters, etc…
I cannot go into detail about how to use each one of these techniques in this one post…but look for future posts to cover these topics.
But one question that is probably rattling inside your head is…
“Why do these techniques work better than online marketing?”
Well…that answer is multi – part to which I will present three ideas here:
Typically, online business owners view the Internet as the end – all of marketing their online business…and it simply isn’t. It is only one media used to market a business.
Audience. One example…the majority that read the newspaper do so with a different mindset. They are not the typical freebie – seeking, distracted, multi – tasking (when surfing the ‘net), individual that is using the internet. Instead, they are more focused on what is in front of them.
Distraction. I mentioned this in part 2 of my answer, but in detail…there are a number of distractions that present themselves on the Internet that simply are not present when someone is reading the mail, the newspaper, attending a face to face conference (congrats to those online marketers that figured that one out) etc…There are certainly more reasons in support of offline marketing for your online business. The best thing to do is take action and use one of the techniques listed above to market your offline business today. As with all marketing, testing and refining will be necessary to develop a high response rate.