Every business owner that I have every talked to, wants to be where the people are. It makes perfect sense. That is how you get in front of new customers, that is how you expose your business to new clients, and that is how you let people know who you are, where you are, and what you have to offer.
When I was a member of BNI (Business Network International), our primary goal was not to try and sell the other members our services, but it was to teach the other members to understand what our services were, and when they heard key phrases during a conversation with their customers, they would recommend a possible member who could help them in their needs. At the same time, each member tried to form a strategic alliance with at least six businesses that were complimentary (and yet not competitive) to each other.
The cost of being wrong, is less than the cost of doing nothing. --Seth Godin
For instance: a complimentary service to an interior designer is a landscaper. A complimentary service to a landscaper may be someone who just specializes in pest control, weed control, or other emersion techniques. Other complimentary services may be a painter, roofer or tree trimming specialist.
Why is this important? Because people like to use the services of people that have been recommended vs. a total stranger that nobody has ever used.
I was in a coffee shop in my neighborhood the other day, and while I was checking out, I noticed that there were several different sets of business cards of local businesses set up near the cash register. These business owners knew that a lot of people came through the doors of the coffee shop and these business owners made a strategic alliance with the business owner to set out their business cards in order to get more exposure.
What is wrong with that?
If you are a business owner in a local neighborhood, you should be doing the same thing. I encourage every business owner to do the same. Brand recognition is always a good thing and should never be taken lightly. Get as much exposure as you can with the marketing budget that you have.
However, the people who come to the coffee shop are not looking for your business. They are looking for a nice cup of coffee. So, if you get any business from the coffee shop, it is going to be one in a million chances that someone needs your business right at the moment that they are checking out from the cash register.
This kind of advertisement is known as brand recognition, not customer acquisition. Get your name out in front of people as often as possible and when they need your business – hopefully they will remember your business and call you.
But did you know, that you can target the same neighborhood through Internet Marketing Services, and achieve greater results?
In my last article, I discussed the value of money; however, in this article, we are referring to the value of time.
You can put twenty business cards in a coffee shop hoping that someday, someone will pick up a card and give you a call. I am sure that it will happen; however, it is a matter of time. You wouldn’t want to bet the farm on the people who will call you from the coffee shop business cards. But you wouldn’t want to discount one of those calls either. Why? Because if someone called you from one of those business cards, they are in a position to want or need your services. And that is what PPA (pay-per-action) advertising can do for your business everyday. It can put you in front of the people who are looking for your product or services, at the time they want them.
PPA - is just one element of Internet Marketing Services available for you to develope in your online marketing strategy.
Placing your advertisement on the Internet (where the people are) will yield you greater results. Especially when the people who see your advertisement are looking for your product or service at the same moment. How much more valuable would that be to you?
The real question is: when it comes to people who are looking for your products or services, do you want to be in front of the people who are looking for your products or services, or wait for them to decide when they need your products or services.
The people on the Internet, are actively seeking for products and services. The people in the coffee shop - are not..
When it comes to being were the people are; the question is, are you really there?
Recently I worked for a company that thought they knew where the people were. They thought that they understood their target audience. But they could not have been farther from the truth.
As much as they wanted to embrace the new world of Internet Marketing, they could not get passed the old world of traditional, hard-copy marketing. Even though we helped their company increase their online sales by over 1000% in less than four years, they could still not come to grasp the concept that online marketing could increase their even more. They had an opportunity to dominate their market. But they didn't take it.
They locked themselves into newspaper advertising, and believed that they could achieve through (traditional) newspaper what their competitors where achieving with online sales. The mentality was: “this is the way we have always done it, and this is the way we are going to do it”. That is the same thing that the horse and cart business owner said at the turn of the last century.
The Internet is here to stay. And if you are hoping to be truly successful, it is time to be where the people are.
Because there are too many other companies that are willing to step forward and embrace the technology of todays’ Internet market place. And there are too many companies that realize the value of Internet Marketing.
Don’t get me wrong. I believe that there is a firm place in marketing for hard-copy advertisement. Unfortunately, it should no longer overshadow the world of Internet Marketing. It has lost its attraction to the majority of people who are buyers and consumers today. Especially those consumers with disposable income.
If you want to be where the people are, be online. They search, they shop, they compare products and services online. They schedule their days and they spend most of their time online.
If you would like to find out more about how you can increase your Internet presence, and get in front of where the people are, than contact us at: 405-818-0182.