I hear several business owners who use mass media, a form of impersonal marketing however it has some degree of success in some industries. If you are using mass media and not getting the results that you want than it's time to make a change.
You also hear the phrase that if you build it then they will come, NOT. We have to create an effective marketing strategy and mass media is usually the first item on the list.
What is Mass media?
Radio, television, billboards and etc are mass media methods implemented amongst industry professionals. This is an attempt to get the message out there to as many people as possible. This method works in the auto industry because when I see the newest commercial for a Nissan Maxima, I'm ready to stop by the next Nissan dealership and test drive. Wooo!
The above mentioned marketing methods eliminates personal connection with the customer. The advertisement used on radio, TV or print are usually very general in content and used for information purposes such as promotions and sales. Marketing is about building a connection and relationship with people. This does not exclude the effectiveness of the marketing method however it does eliminate the chance to identify a connecting factor with you and your clients.
I use these three simple offline strategies to get more clients in my database:
* Newsletters - When a customer makes a purchase on your site their personal information remains in your database. Use this information as method to stay relevant and keep them informed of what's going on in your business.
* Private parties - Invite only! Exclusive members only! I would use this method to have close friends invite 5-10 people out on a Saturday night for wine and shoes. This was a guaranteed method to obtaining 10 new clients or contact information on a weekly basis. You should have 520 contacts by the end of the year that you're sharing your newsletter with on a weekly basis.
* Blogging - This has become the new online magazine for customers and prospects. Your goal is to become the "expert" in your field no matte what services/products that your offer. The blogging platform can become where your voice is heard by many.
Remember that just because you're operating an online business doesn't mean that offline marketing isn't necessary. Marketing is marketing but you have to implement several different methods consistently to see results.
© 2013 by DeKesha C. Williams. All Rights Reserved. DeKesha C. Williams, MBA, Business Strategist and Leadership Development Trainer, is the founder of the VizionsEnterprises.com, The Stiletto Institute™ and Building a Referral Based Business System™ focuses on the growth of small businesses. We help small business owners who struggle with reaching their ideal clients create compelling & magnetic marketing messages so that they can build relationships and attract new clients. If you're ready to grow your business by attracting the RIGHT clients and making more money, download our FREE report here. http://www.vizionsconsulting.com.
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