Whether you do most of your business offline or online, marketing is becoming more challenging everyday. It’s becoming increasingly more difficult to promote your marketing message to the right people, in the right place and at the right time.
Quality sales leads are harder to find; so what are business owners and sales professionals suppose to do to assure continued growth in sales?
Traditionally most entrepreneurs and sales professionals relied heavily on cold calling and word of mouth to finds sales leads. Cold calling may not be totally dead, but it certainly isn’t as productive or effective as it once was. Word of mouth is still important, but the growth in social media tools like Facebook, YouTube, Twitter and LinkedIn has revolutionized the way word of mouth marketing works today. You can’t have a word of mouth marketing strategy based on chance or luck.
In my opinion there are two possible solutions to these challenges: 1) use a Multiple Lead Generation System. By this I mean you need to stack your marketing tool box with multiple strategies and tactics to find and attract potential customers and clients. The days of just investing in one or two ways to build and grow your business are done.
The second solution is to integrate your offline marketing with your online marketing. For many companies, offline and online marketing efforts are operating in isolation; instead of working together to support and complement each other.
Do a review of all your online and offline marketing efforts. Are they consistently working together to achieve your overall marketing goals? According to Jupiter Research, 67 percent of visitors to your website were probably driven there by your offline marketing.
I believe that one of the main purposes of your printed marketing materials and other offline marketing should be to encourage people to visit your website. And when they get to your website you should offer them something of value for free that will encourage them to give you their contact information. So you can build your database and follow-up with other marketing messages.
If you don’t have an online marketing strategy that includes at least a lead generation website you are really missing out on a cost-effective marketing opportunity. I can’t believe that there are still small business owners without websites.
Online marketing is going to play a bigger and more important role in growing your business, but in your rush to take advantage of all the effective online marketing strategies, don’t ignore your offline marketing strategies. An integration of the two will give you the most value for your marketing efforts and the biggest bang for your marketing dollars.
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