While it’s true I have had tremendous success with online marketing, and I have been known to make the claim that online marketing is inherently “better” than offline marketing, I do not believe in abandoning offline marketing.
Some forms of online marketing are very effective. Others are very ineffective.
What I propose abandoning is advertising, even when that advertising is a brochure like website which most people don’t think of as advertising.
What I proposing embracing is content marketing.
And this is where people get confused.
Content is not JUST web pages, blog posts, info-graphics, and videos.
Content is conversations you have at networking events, public speaking, email’s (which is kind of online), and phone calls.
This focus meshes with the idea that nobody likes to be sold, but everybody buys.
Your goal is to make it easy for people to buy from you.
How do you do this?
Primarily by giving them the information they need while bearing in mind that different people need different information at different times.
Remember the concept of the buyers journey? People go through a decision process in the course of making a purchase. Different types of purchases have different decision processes.
Remember the idea that most people who buy do so after 7 or 8 touches, yet most sales people give up after 3?
Know what touches your people have and create content for each step of way.
The content will be web pages, videos, blog posts, presentations (online and offline) AND SALES SCRIPTS which you use when speaking to people face to face.
The main point here is networking and public speaking is part of the SEO efforts, similar to publishing more blog posts and sharing them via social media updates.
Learn more…SEO Needs Link Building