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Bridging the Online/Offline Gap

For some businesses, it's almost like making a lifestyle change. A
company born online glues itself to the Internet with a passionate
belief that it's the way of the future.

Conversely, many brick and mortar businesses hold on to their
traditions of face to face business, and refuse to look into online
promotion.

Smart business owners, however, see how dual promotion can be
extremely beneficial.

Naturally, there is both an online and offline component to all of
our lives. Many of us are narrowly focused in each of these
aspects. We have our routines of where we go, what we do, and
this, then, dictates our exposure to advertising. What we never
see online, we may see around town. What we never knew
existed in our own city, may attract us online.

This only gives more credence to the fact that promoting our
businesses both online and offline will reach more people. More
people equals more customers and that means better success.

What does it take, however, to move your business, whether
online or offline, out of its traditions and into a dual promotion
mind set?

First consider your product or service. Physical products are
more easily understood by both markets while a digital information
product, for example, is harder to explain to an offline market.

However, anything can be done. There are print publications that
cater to Internet users. This market would understand digital
products, and may include many people that your online
promotion has never reached.

You have to think in terms of who would be interested in what you
have to offer, and then seek out publications that target these same
individuals.

TAKING ONLINE TO OFFLINE

The major offline tool that can be added to an online business'
promotion is print advertising. Print classifieds are still widely read
by consumers. From local newspapers to print publications from
other online companies, classifieds can make an impact. Also,
some publications accept well written product or site reviews.

Other tactics include printing your own business cards, flyers,
postal mailings, signs, and even radio and television


depending on
your product, budget, and target market.

Of these, business cards are great because of their professional
and personal touch. Flyers, signs, and postal mailings are more
costly and especially costly are radio and television. For small
business, print classifieds is the main cost effective and reasonable
solution.

TAKING OFFLINE TO ONLINE

Online promotion requires a web site. From their, ezine
classifieds, search engine placement, and inclusion of the web
address in print advertising makes the difference.

For an offline company, going it alone on the web would most
likely require dedication from a full time employee. Setting up a
site, getting a domain name, making updates, and promoting are
time consuming tasks at least to begin with. After things are set
up, promotion becomes the major job. However, unless it is
continued on a daily basis, it may or may not be worth the initial
effort. A web site is great, but it's easily forgotten about unless it's
continually promoted and updated.

Hiring a successful outside service is a realistic solution for many
who want to add a web presence to their marketing, but who
don't want the added work.


All in all, bridging the online/offline gap should not be considered
that major of a problem. There are services that can help. It's just
a matter of reaching out to a different market and expanding your
promotion. No matter which direction you are going in, it can
bring further credibility to your business as well. The web is
becoming an important place for offline customers to get more
information, and seeing an online business mentioned offline
can bring in more people that your online promotions may never
reach.

Dual online/offline promotion is the true way of the future. In a
competitive business world, it's those that seek new markets and
expand their promotion that will be successful. The Internet is
here to stay, and there will always be an offline world. It only
makes sense to bring your business to them both.


About the Author

Joe Bingham, Editor of the NetPlay Newsletters
http://www.netplaynewsletters.com

 

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

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  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • hunting for niches

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  • importance of marketing offline

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  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

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  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

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  • internet promotion ezines

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  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

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  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

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  • interview with an ezine marketing pro alexandria k brown

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  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

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  • i want to do an ezine part 1 what is an ezine

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  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

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  • mini persuaders six steps to successful classified ads

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

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  • nine power words to punch up your ads

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  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

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  • on your honor 3 steps to building the e trust factor

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  • opt in email and ezine advertising still more effective than rss blogs and ppc

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • politicians are like car sales people

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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