Would you like to make sure that your marketing efforts are more concentrated? Do you find yourself trying to find a delicate balance between offline and online marketing techniques and methods? We will state for the record that you should probably be doing both. There is no one size fits all answer here and a lot depends on your business and the goals you are trying to accomplish with your marketing. Answering this question will allow you to focus your advertising spend on the efforts that get the best return on investment (ROI).
Adding The Internet To Your Strategy
One of the best things you can find out and be conscious of is how does your business measure up to the competition? Knowing this answer means you can start to formulate a comprehensive plan of action. This will also depend largely on your specific niche market and geographical location. For example, if you are a relatively small business concern and located in a predominantly rural area then you may want to focus on direct mail,television, radio and print advertising. However, keep in mind that the Internet can be very advantageous as well. This is because most people will look online first to help them decide what they need, who to call and where to go. If they find your presence there you may have just effortlessly created another customer.
Online Advantages
If you are a business owner who has been using traditional marketing methods outside of direct response then you already know the difficulty of measuring the effectiveness of your marketing dollars. The Internet allows you to very easily measure your marketing spend (ROI) and total cost of ownership. You will also find in most cases that the results tend to have a greater sticking ability. This is usually a direct opposite to what happens in print marketing which can usually have a short shelf life.
Use A Comprehensive Approach
We are not for a moment suggesting you get rid of offline marketing methods that have worked for you in the past. We are suggesting that you embrace some of the newer online technologies so that you can take advantage of multiple mediums of information delivery. Everyone is not reading magazines, or listening to the radio or watching TV at the same time. This is why it’s important to take advantage of having a presence where people are already getting information. This can mean using social marketing, blogging, press releases, article marketing, search engine optimization (SEO), direct mail, print advertising and even email marketing to name just a few. By using this group of online and offline methods you can increase the ROI of your marketing dollars in an efficient and very measurable manner.
Of course if you are not sure where to get started with this or don’t have the time to learn it or implement the named strategies then you should think about using a consultant. In most cases they will be able to assist you with both of these methods or maybe just with the newer online strategies where you may not have that much experience.
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