Online Success Through Offline Marketing

Online marketing strategies have become frontstage in the promotional world. There are still, however, several offline marketing techniques that produce great results. In fact, offline tactics have been shown to increase online effectiveness by 40 percent. Additionally, many of these offline strategies have proven effective at creating positive online results. Here are just a few offline marketing tactics that equate to success on the internet.

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Many of these offline strategies have proven effective at creating positive online results.

Include Website on Business Card

One of the most overlooked methods of increasing online traffic through offline methods is including the website on business cards. While some budding entrepreneurs try to keep their business cards simple and to the point, printing a web address will provide people with an alternative means of learning more. While they may not be motivated enough to call and speak to a salesperson, they might just be willing to learn more on a website.

Send Out Direct Mailers

While sending direct mailers is more expensive than many types of online marketing, this type of offline marketing has consistently proven successful for local businesses. In fact, one in four Americans has made a purchase over the past year as a direct result of receiving marketing materials in the mail. Including a web address when sending these mailers is essential.

Get Involved in Speaking Engagements

Whether it’s an interview on a local radio show or a presentation at an industry event, giving a speaking engagement is a great way to promote a company’s online presence. The great thing about this tactic is that people will already view the business owner as an expert thanks to their knowledge. There are numerous opportunities to push a website or Facebook page during these engagements, so business owners should take advantage of them.

Offline marketing may not be as prevalent as it once was, but it’s still important in the grand scheme of things. By utilizing these offline methods for online success, business owners can assist their marketing professional’s efforts through on-the-ground strategies.

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Turning Trial Customers into Paying Clients

Regardless of what type of local business you run, you have very likely provided a “freebie” at one point to entice new customers.  Sadly, these offers do not always equate to a return client.  This does not mean that free offers are pointless, it just means you need to figure out where you went wrong.  Even better, simply start using these tips to get customers back in the door.

Many potential clients turn into “one-and-done” customers after receiving a free trial or discount.

Now Reach Out and Touch Someone

On average, a lead will go cold within an hour.  This really expresses the urgency with initiating immediate contact with a potential client.  The quick and easy method is simply sending out an email.  Maybe you get their email address when they sign up for a free trial or join your list to have a coupon mailed to them, but just make sure you have it.  Automated emails will work fine to start with, and for those who forget they signed up, a welcome note will be waiting for them online.

Toss In Additional Incentives

Even though you have already provided a freebie, offering an additional incentive can really sweeten the deal.  Do not think this means you need another freebie.  Sandwich shops create simple loyalty programs with punch cards.  Marketing as a service professionals sometimes give discounts for paying a year in advance.  There are lots of additional incentive to offer, you just have to figure out which works best for your company.

Keep On Talking

When asked how much of a company’s monthly sales should go towards free trials, marketing experts said 10 percent.  With that much money on the line, it is imperative to keep communication open between you and “freebie” customers.  Make sure you are sending out periodic emails that are helpful in some way, and future clients will always have you in their minds.  We can all be forgetful, so email reminders can go a long way as long as you are not sending them out daily.

Many potential clients turn into “one-and-done” customers after receiving a free trial or discount.  Luckily, the aforementioned tips can go a long way in preventing this.

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3 Detrimental Local Marketing Mistakes You Must Avoid

Even as consumers have the ability to purchase items from around the globe, much of their money is still spent locally. In fact, figures show that upwards of 50 percent of all search queries have local intent. While this proves how important location-specific marketing is, the following local marketing mistakes could seriously hurt a company.

Budding entrepreneurs also sometimes fail to claim their company on local business listing pages.

Failing to Stake Out the Competition

A business owner might think their local marketing strategy should focus solely on their company. In reality, they should also be focused on their competition. If they’re not paying attention to what is and isn’t working for their competitors, they’re putting themselves at a disadvantage. In all likelihood, their competition is keeping an eye on them in turn.

Dropping the Ball with on the Basics

Business owners have a lot on their plates, but that’s no excuse to drop the ball on the most basic local marketing issues. Some companies, for instance, still don’t have websites. In a world that’s increasingly digital, this lack of effort can destroy a business.

Budding entrepreneurs also sometimes fail to claim their company on local business listing pages. This includes everything from the big guns, like Yelp and Google, to locally-focused websites. Failing to correct inaccurate information on these pages can cause significant damage.

Failing to Do Marketing Research

Many businesses hire marketing managers to handle their local marketing, and this is a great idea. It doesn’t mean, though, that they shouldn’t do a little research of their own. Having a bit of knowledge in the area will let business owners choose the right company and let them know the realities of promoting a company. This way, they won’t fire and hire three new marketing consultants after not seeing results in a week.

In the marketing world, everything is local, but when it comes to small and medium-sized businesses, local is everything. The aforementioned local marketing mistakes are just the tip of the iceberg. With a bit of research and the right help, however, it’s possible to avoid these costly errors.

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How to Increase Engagement on Your Marketing Content

Whether it’s on social media or at trade shows, a prime focus of local business owners should be to increase customer engagement. One of the best ways to pull this off is through content marketing. Budding entrepreneurs realize this, and it’s likely why 77 percent of them increased their content marketing in 2016 over 2015. Of course, content is nothing without engagement, and the following strategies focus on this reality.

1. Solicit Comments All Content

Many local business owners look over the simplest way to increase engagement: ask for it. On an informative blog, ask an open-ended question at the end to solicit comments. When posting articles to social media, ask followers what their take on it. Many companies even share memes that do nothing other than asking an engaging question. Find something that works and run with it.

Without it, promotional strategies won’t get very far.

2. Get Controversy Brewing

Businesses like Chick-Fil-A and Starbucks have both shown what happens when a company takes a public stance on a partisan issue. Local businesses should avoid this, but it’s okay to ask questions where people are either staunchly on one side or the other.

Take for instance a toilet tissue manufacturer that writes a blog about the benefits of putting toilet tissue on the roll a certain way. For some reason, people just get super engaged when this question comes up. Figure out an industry-related question that stirs debate without serious emotions involved and create content around it.

3. Share User-Generated Content

One surefire way to ensure a consumer stays engaged is by sharing the content created from a previous engagement. This could be a funny meme they shared or their review from Yelp. They’ll get excited that a company is actually paying attention to them, and others will see this and want to get engaged as well.

Consumer engagement is an essential aspect of marketing. Without it, promotional strategies won’t get very far. Fortunately, effective content marketing using the aforementioned tips can go a long way in this endeavor.

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3 Offline Marketing Ideas that will Help You Online

Studies and statistics continue to show that offline marketing is still effective. Maybe the most telling piece of evidence is the nearly 40 percent of purchases online that occur only after a consumer has been influenced by an offline channel. Do not make the mistake of thinking this means online marketing is not essential. With these offline marketing tips, though, your online promotional endeavors will be much more effective.

You could potentially get as much benefit from an offline strategy as you do from online marketing.

Take Time to Market at Events

You can market your business face-to-face by attending concerts, local markets, charitable events and other local happenings. This will usually require that you rent a booth, but the marketing potential provided makes it worth it. While at these events, take the opportunity to integrate social media by having people check in or holding competitions related to your social platform.

Use Offline Marketing Calls to Action

Even novice local business owners with little marketing knowledge usually know that calls to action (CTA) are essential for their online content. As it turns out, effective CTAs are also important when doing offline marketing.

Tell people exactly what you want them to do whether in your television ad or direct mailer. An effective CTA can even take consumers to your webpage or social media site for further information. You will need to provide a reason, however, for them to head over to your sites. Anything from hosting great recipes to offering discounts can accomplish this.

Make Use of Tracking URLs

You could potentially get as much benefit from an offline strategy as you do from online marketing. When people discover your company offline, though, it can prove difficult to track via traditional analytics. Overcoming this problem, though, can be simple. As whoever does your marketing about tracking URLs. You can use these unique addresses in offline marketing to actually track which methods are bringing in the customers.

Offline marketing has been around much longer than the internet, so it is doubtful that it will ever go away. Do not make the mistake of underestimating offline marketing’s potential. You will consistently see the benefits of offline marketing as long as you are using the right techniques.

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3 Local Marketing Tips Most Businesses Haven’t Tried

Studies have consistently shown that around 80 percent of local mobile searches lead to a purchase within one day. This statistic alone showcases how important local marketing is. It’s so important, in fact, that most businesses engage in this promotional tactic in one way or another. And while they may think they have a strong strategy, there’s a good chance they haven’t tried the following local marketing tricks.

nly using the same techniques as everyone else, though, can prove fruitless.

Use Facebook to Share Online Reviews

A full 88 percent of people trust online reviews as much as they trust personal recommendations. This raises the question of why business owners aren’t sharing these reviews on social media. It’s easy enough to take a quick screencap and upload it to Facebook. This will remind people exactly why they followed in the first place while bringing in new customers through engagement.

Get Creative with Social Responsibility

At this point, it’s close to common knowledge that displaying social responsibility is a great way to attract local customers. And while donating time or money is always a plus, getting creative with social responsibility can pay increased dividends.

If a charity event is approaching, for instance, a business owner could print out certificates promising a $5 donation to the charity if the certificate is redeemed at the business along with a $15 purchase. Instead of just impressing consumers with philanthropy, this will motivate them to come in.

Create Content Relevant to the Area

It seems obvious that content should be focused on the business or industry that created it. This is true, but another great local marketing tool is to create non-related content that’s focused on the surrounding area.

For example, hotels can post content related to local attractions, wedding planners could post about nearby tuxedo rentals, and restaurants could post about locally-sourced food providers. This will let people know that the site is a local resource, and search engines will recognize this as well.

Local businesses must engage in local marketing. After all, it’s in the name. Only using the same techniques as everyone else, though, can prove fruitless. Just a little thinking outside of the box can go a long way.

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How to Get Super Creative with Content Marketing

Content marketing quickly became an integral part of every marketing plan over the past few years. In fact, an average of 32 percent of marketing budgets goes directly towards content strategies. Unfortunately, it can be difficult to remain creative while churning out enough content to keep people’s attention. Luckily, these tips can minimize that difficulty.

Be Funny if Possible

Effective marketing is all about psychology, and if a business owner can make people consistently smile, there’s little doubt as to whether they’ll have a customer for life. Of course, what better way to make someone smile than through a bit of humor?

Marketers spend more time coming up with a title than actually creating their content.

This doesn’t mean that an entire blog has to have a joke on every line, but dropping humor naturally throughout can keep an individual in a positive mood while they view the content. It’s also important not to force humor. Letting it happen naturally is always the way to go.

Focus Hard on Creating Great Headlines

Some entrepreneurs create great content only to find it dead on arrival when it hits social media. Unfortunately, this is often related to one simple issue: a terrible title. If the title of a piece of content doesn’t immediately grab someone’s attention, it’s unlikely that they’ll even take the time to click on it.

This means that some marketers spend more time coming up with a title than actually creating their content. In all honesty, though, producing an attention-grabbing title is something learned over time.

Business owners who have devoted marketing teams have the luxury of letting someone else do it. For those “going it alone” in the marketing world, though, it may be time to start looking up title tips.

Repurpose Creativity

Repurposing old content might seem like anything but creative. After all, how is reusing old content creative? The simple fact is that, if something creative worked great before, there’s no shame in making it useful again.

If a creative blog got plenty of traffic, repurpose it into a video. Did an older white paper catch lots of attention? Turn it into a dozen blogs. Just because something has already been done doesn’t mean it’s not creative – especially in the marketing world.

Creativity is not a lost art in the world of promotion – it’s just harder to find these days. For business owners who devote themselves to putting out informative, useful and creative content, though, the aforementioned tips can go a long way in finding success.

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When Marketing on TV, Avoid These Mistakes at All Costs

Many marketers will say that television commercials are outdated. Indeed, 2017 is the year that experts predict digital marketing spending will outpace television advertisements. Of course, this doesn’t make it a waste of money. Depending on your targeted demographic, televised ads could remain profitable. If you fall into this group, here are a few tips to improve your television marketing.

1. Don’t Skimp on Price

Have you ever been watching local commercials at a comfortable volume and then, out of nowhere, you’re blasted by the high volume of a different commercial? That’s because the business erred too far on the side of frugality. If you’re going to create a TV ad, do it right. Use an actual production team, or your company might end up looking unprofessional.

It just needs to get people’s attention.

2. Don’t Settle for Any Old Time Slot

Whenever a local business puts an ad on TV, they must choose which timeslot to use. Oftentimes, they go for the cheapest, but this isn’t an effective way to get the most for your money. Base your timeslot decision on your target demographic.

If you’re selling children’s product, choose a late-afternoon timeslot so they’ll be out of school. Going after senior citizens? It can’t hurt to pick a slot during The Price is Right or other daytime shows.

3. Make the Content Appealing

Like any other form of content, your television commercials must be appealing. Unlike blogs and webinars, the commercial doesn’t have to be super informative. It just needs to get people’s attention. Studies have shown that humor, jingles and catchy taglines are memorable, but your chosen content can vary dependent on your industry. In essence, just don’t put out a commercial simply to say you did so.

Television ads might not be as popular as they once were, but just like direct mailers and newspaper ads, they aren’t quite dead yet. If your demographic can be reached effectively using TV commercials, following these tips is a great start on the path to success.

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3 Reasons Offline Marketing Is Essential for Local Businesses

If you run a local business, you must have an online marketing strategy. Statistics show that 81 percent of consumers engage in online research prior to large purchases, so this should be enough to prove online marketing’s importance. Offline marketing, however, must not be overlooked. Your online marketing agency can sometimes provide tips, or you could try out your own luck. Regardless of your method, offline marketing will definitely complement your online strategy.

The online marketing services you receive can only benefit from offline strategies.

Reaches Consumers that Online Marketing Can’t

No matter how hard you try, some people will never see your online marketing. This stems from the fact that 13 percent of U.S. citizens still do not utilize the web. People in rural areas and older generations are most affected by this. Regardless, offline marketing is the only way to reach certain potential customers.

Online Buyers Go Through Offline Channels

Many believe that every aspect of making a purchase is not handled exclusively online. Research statistics, though, debunk this widespread myth. Of all online consumers, a full 40 percent are influenced by offline sources before making their online purchases.

These offline sources can be anything from billboards to TV ads. Whichever offline method it is, statistics do not lie when showing the benefits of offline marketing to your online strategies.

Great Exposure, Low Price

You must never sacrifice your online marketing for anything, but offline strategies are a low-cost way to complement your online methods. Guerrilla marketing techniques, for instance, continuously prove their value when done correctly. And since people can be pointed to your online sources through an offline presence, which is great due to promotional oversaturation online, you can rest assured that offline and online will always benefit each other.

The online marketing services you receive can only benefit from offline strategies. Luckily, it does not cost much to achieve that goal. Because of this, the additional effort you put in will be well worth the endeavor.

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How to Market When There’s No Time for Marketing

It’s impossible for a business to be successful without marketing, but sadly, budding entrepreneurs don’t always have time to promote their company. After all, building a successful business rarely leaves time for posting regularly to social media. Fortunately, there are a variety of marketing tips that business owners with no time can utilize.

If you don’t have time to market, you certainly don’t have time to advertise at events for free.

Get Customers to Market for You

You might not have time to get online and promote your business, but your customers likely do. You can offer incentives to your patrons – such as discounts or free items – for leaving honest reviews about your company on sites like Yelp and Google. And since over 80 percent of people say honest reviews are the most credible form of advertising, you can rest assured that future clients will take these testimonials into consideration.

Bring in the Professionals

Potentially the best way to market when you don’t have time is to hire someone to handle the promotion of your company. Many local business owners feel they can handle marketing on their own, but in all honesty, this is like someone trying to perform surgery without medical training. Marketing isn’t something that just anyone can do. If it was, everyone would do it. Hiring a professional to handle your advertising will certainly pay for itself in the long run.

Market at Events

If you don’t have time to market, you certainly don’t have time to advertise at events for free. If you sign up for a booth at an event, though, you can sell your product or service while simultaneously marketing them. Hand out business cards, hold contests and provide samples at these events. You’ll still be making money while simultaneously getting the word out about your company.

Marketing is no doubt a time-consuming commitment, but it’s an important one if you hope to find success. Fortunately, you don’t have to choose between doing your job and promoting your business. The aforementioned tips will go a long way in ensuring this.

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