Get Online Results with Offline Marketing 1-2-3
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.
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.
