“Should I begin marketing online or off-line?”
“How do I use social networking to market my business online?”
“What about Facebook or LinkedIn or Twitter or Google AdWords?”
Actually these are not the questions you should be asking.
The internet, Facebook, LinkedIn, Twittter, Google AdWords, newspapers, radio, TV, etc are different types of media used to deliver your message to your market.
As a small business owner your marketing goal is to:
deliver the right message
to the right market
using the right media
at the right time.
Focusing on just one of these (media: online vs. off-line) is not enough.
If you choose the right media but you choose the wrong market, you have wasted your marketing money and time.
If you choose the right media but your message is wrong, you have wasted your marketing money and time.
The Question You Should Be Asking
Forget the question Online or Off-line?
Instead your first question should be”Who is my market (a.k.a. who is my ideal customer)?
Socrates once said, “Know thyself.” In this case a small business owner needs to, “Know thy market/customer.”
To get a clear description of your ideal customer you need to answer questions, such as:
=> What publications do they read?
=> Where do they live?
=> How old are they?
=> What websites do they visit
=> What is the best way to reach them, online and off-line?
Testing and Tracking
The first rule of marketing is “Know thy market/customer.”
The second rule of marketing is “Test and track.”
Do you have a marketing system that allows you to track the results of your marketing campaigns?
If not, why not? If not, learn how to track your results before you spend another dollar on marketing.
If so, then adopt the number one most effective marketing strategy: test, test, test, test.
Test your message.
Test the media you use.
Test the market you are targeting.
Test the time you contact your market.
Test one strategy. Track or measure the results.
Test another strategy. Track or measure the results.
Run as many tests as you can afford, then compare the results.
Find out how much income each promotion generates and compare it to the total cost of that promotion.
Select the strategy(s) that performed the best. Make adjustments, if necessary.
When you find the best performing strategy(s), focus your marketing efforts on that strategy(s).
Your testing may prove that an online strategy is best. It may prove an off-line strategy is best. It may prove that you should market online AND off-line.
The bottomline is: first test and track, then decide.
If you find out that one of your promotions generates more income than it costs, you’d be a fool not to do it again and again.
To make the best use of your marketing dollar, you need to test and track to find out which strategy works the best for your situation.
If you follow the above strategy, your testing will answer your question: “Should I market online or off-line?”
And now I invite you to take your marketing skills to the next level. Get your copy of a free audio eCourse called “Web Traffic Conversion Secrets”
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