E-commerce is growing rapidly � ONLINE purchases are
expected to grow over 50% in 1999 alone, according to
industry reports. In fact, Wharton School of Business research
shows that the average ONLINE purchase in 1998 nearly
doubled from 1997.
In short: more people are spending more money ONLINE.
Here�s the flip side: although there is definitely money to be
made through e-commerce, Giga Information Group concludes
that only 5 percent of ONLINE ventures will turn a profit in
the next year. You�re not alone if you haven�t yet turned a
profit in your internet business.
Obviously, you want to be part of that 5 percent. So, what�s
the solution?
OFFLINE promotions.
Especially, if you�re entirely an ONLINE business. OFFLINE
advertising is what many of us are missing. That doesn�t mean
forget the ONLINE part. Just incorporate both ONLINE
marketing and OFFLINE marketing into your promotion
strategy.
1. Use OFFLINE advertising to direct people to your
website.
By using OFFLINE advertising (i.e. print/radio/TV/direct
mail, etc..), you can reach the people who didn�t know you
product or service existed, and therefore might not have
thought to search for it on the internet. For example, I heard
an ad on the radio a few weeks ago for a discount airfare
service on the internet. I�m not flying anywhere this month,
but I sure will check out their website when I�m looking for
plane tickets in the future.
Recent survey data shows that most ONLINE shoppers know
their internet destination before they ever get on the internet.
This tells me that they probably heard about the website
OFFLINE.
Simple, low cost ways to use OFFLINE
advertising to promote your website:
A. Mail postcards to qualified leads announcing
your new website
B. Include your website address and e-mail
address on all of your company literature
C. In all ads that you place, refer customers to
your website for more information.
D. Send a press release to the media on what
new product or service your company has to offer
2. Offer OFFLINE inquiry and purchasing options
E-Marketer concluded that while 16.8 million Americans are
buying ONLINE today � nearly double that figure is �window
shopping� � researching and comparing different products.
They gather information on the internet before purchasing
OFFLINE.
Allow customers to receive information or purchase your
product or service by mail or phone in addition to ONLINE
commerce. Although many people have computers, some are
not in the habit yet of purchasing ONLINE, and want to
information in �hard copy� before making a decision to buy.
Some ways to make it easier for OFFLINE buyers to buy:
A. Set up a toll-free information line or
voicemail where customers can easily find out more
about your product or service
B. Put together detailed information packets to
mail to prospects upon request (including any order
forms, etc..)
E-commerce is predicted to skyrocket in the next few years.
If you have established an internet presence for your business,
you�re in the right place at the right time. You�ll be able to
reap the benefits in the years to come. Until then, combine
OFFLINE marketing strategies with your ONLINE game plan
to help your business grow.
Sue Barrett works for HomeBusinessCenter.com
and has helped hundreds of entrepreneurs
successfully start their own home-based
businesses.
Check out more business-building articles in our
Newsletter Archives... or better yet - Subscribe!
For pre-qualified mailing, phone and e-mail leads plus the best pre-designed, 4-color postcards for less than 10 cents each, click here. Simplify your business and let one company do it all.