How do I increase my sales but lower my advertising costs the small business owner asks the man sitting across the table. The man simply states that in order to increase his sales the small business owner needs to change the way he thinks.
Well this is much easier said than done for most business owners and managers as they are shuffling their way through daily grind of small business.
When I first started to write on this blog in February of 2010 I was in search of ways to help offline small businesses get online and develop ways to attract, capture and convert prospects into customers utilizing online resources.
It was quite the search and ultimately I put together the pieces to be able to provide small business owners ways to connect their offline marketing with the online world and visa versa.
Why would a small business owner continue to struggle and pay countless thousands of dollars per month and year only to find that the marketing and advertising is not working?
Fear of loss of business? Not knowing other ways to create new business?
A little of both? Probably.
In a recent conversation with a business owner he mentioned that his agency didn’t know the difference between marketing and advertising. I mean this came as quite a shock considering the thousands of dollars this man had invested with this advertising company.
The confusion that is spread across the land of small business is so vast that it amazes me that most small business owners are able to make a profit.
So where does this lead us today when we broach the topic of Offline to Online Marketing? How does a small business owner with a limited budget and resources really do both?
This is the question we must face and answer plus we need to ask these Five Tough Questions:
- Is the Offline Marketing and/or Advertising really working and has it been tested?
- Is the Online Marketing and/or Advertising working and has it been tested?
- Is there a mix of both that has tested and proven to bring in new business?
- Is the Marketing and/or Advertising showing ROI?
- Is there marketing in place to connect and keep current customers in your world?
It still surprises me as to the number of small business owners who don’t test their advertising. Yet they continue to spend and spend and spend, even when they don’t really know if it’s working!
The Online World has Changed
In the past four years the online world has changed dramatically with the uprising of local, social and mobile channels.
Local Search Optimization and Marketing has had a big impact on small businesses that rely on the local community for traffic and sales. From maps listings to directories to reviews and more. It’s an ever-changing landscape that can be red one day and then green the next.
Social Media Channels such as Facebook, Pinterest and Linked In are impacting small business in ways not even on the radar back in 2000. Mobile Technology and Search has been the biggest shift that I have seen since 2009.
More and more business people and consumers are using mobile web enabled devices and replacing their traditional desktop and laptop computers.
It’s like the wild, wild, west when it comes to mobile and the changes coming so frequently that it’s virtually impossible to keep up unless you are plugged and tuned in daily. So the next time someone asks you or you ask someone else, how do I increase my sales but lower my advertising costs, know that there is hope right around the corner. There is hope and our friends at Small Biz Mechanix are paving the way to help small businesses connect the offline to the online world.
Stay close and stay tuned as there are plenty of updates on the way.
To your small business success,