Replace traditional advertising with online marketing for better results
Small-business owners who have been running their companies for a long time are usually experts in their industries. They know their products and service offerings like the back of their hands, but often, they do not know where to begin with Internet marketing methods. Search marketing in particular can be a daunting prospect for managers of local businesses, but they can access online advertising without doing any of the work or becoming experts.
It doesn’t need to be difficult or expensive for small-business owners to move their marketing efforts to the Internet. For what they’re spending now on print and radio, small-business owners can get more bang for their buck and see real results with online marketing.
Traditional advertising could be missing important customers
Many small-business owners are trying the same traditional advertising techniques and expecting to improve their results, but this almost never happens, according to All Business Experts. This may be because the consumers who would be interested in the company are performing product research on the Internet when they are interested in buying products.
For example, small-business owners might choose to run a radio ad on a particular station because it is the one they like to listen to. After a few months, the radio spot isn’t driving results, so they start running the same ad on a different station. This is not a cost-effective strategy because traditional advertising could be missing the target audience completely.
Internet marketing is adaptable. When purchasing radio advertising, small-business owners are usually locked into specific times when the spot will air. If target consumers are not tuned in at the right time, this form of marketing will have no return on investment. If small-business owners rely on print, radio and outdoor signs like they always have, they may not be able to expand their customer base or improve loyalty.
Unlike traditional marketing, Internet marketing can target consumers while they are engaging in other activities online. The success of print and radio advertising depends on whether people are looking or listening in the right place, but with online advertising, small businesses can easily direct ads, no matter where consumers are browsing on the Internet.
What can small-business owners do to break the cycle?
If you own a local business, you probably have an expertise in your industry. You know your clients and complicated product information. You know what problems your products will solve for consumers. However, Internet marketing often falls outside this expertise, and small-business owners may not have time to learn about it.
While many are aware they need to reach out to consumers over the Internet and social media, it can be challenging to do alone. Small-business owners can gain new customers, increase loyalty and grow their companies without doing the hard work. Internet marketing can improve the return on investment of advertising efforts by expanding the client base.
Sean Leonard, B.Sc Eng. CompE, Msc (CompE), MBA (Technology Commercialization) is the CEO and co-founder of JumpDEMAND Inc. where he is dedicated to helping Businesses with advanced emarketing strategies and utilizing the ActiveDEMAND integrated marketing automation platform. As an entrepreneur, Sean has more than twenty-five years of successful experience launching, owning, operating and growing businesses. Sean has over 10 years of successful global sales and marketing experience.