If your marketing has gone 

online-exclusive, your business

 may very well fold in 24-36 months!

Ah, but there’s still a chance to save yourself from killing yourself.

• FIRST: Get rid of the person who talked you into putting all your marketing eggs in one Internet basket. Even if it’s family, begone with him or her . . . as well as his or her ideas, which are costing you money, wasting your time, and depleting your energy!
• SECOND: Recognize that, in spite of whatever sales spiel you were fed by that person (or agency or group or team) that you listened to, the whole world –and your target market specifically (unless it’s 110% techie products or services)– has not (N~O~T) stopped reading newspapers, magazines, and direct mail!
• THIRD: The whole world –and your target market specifically– has not (N~O~T) stopped watching TV and listening to radio, or shut their eyes down while passing billboards. They have not stopped reading brochures, or responding to special sales and promotions, news releases, and coupons. They have not even (Aaargh!) stopped responding to telemarketing.

If you think for one minute that your entire universe of customers and prospects is maniacally text-messaging and spending every living moment on Twitter and Facebook and YouTube, you are sorely mistaken.  

And anyone who might have bamboozled you into thinking those things is much too short-sighted (and evidently too immature) to take responsibility for moving your business forward.

DO NOT abandon traditional marketing and think that it will be compensated for by a full-commitment plunge into online vehicles and media efforts.

Your website is important. Depending on the nature of your business, your engagement with social media is important. But anyone with even a little marketing savvy and training knows that these are simply ingredients in the total mix.

If you are not using every possible, affordable opportunity to market your business right now, you might as well open your window and throw the money out that you have been spending!

(Ah, and don’t pretend that online stuff is free . . . dig out that old magnifying glass and start discovering those hidden expenses! Prepare to be surprised!)

While most small and medium size businesses appear to have engaged so-called “Web Editors” or “Community Managers” or “Digital Marketing Managers,” fewer than 30% are reported to have a “Marketing Manager.”

Sadly for those misinformed business owners who dominate the 70%, these numbers should be the exact opposite!

Those who pretend to be business experts because they have some computer expertise will be the downfall of many well-intentioned but pathetically uninformed business owners.

“Web” and “Digital” people tend to know nothing of (and care less about) traditional marketing media, and so automatically discard traditional marketing management approaches they think are limited, but which are not!

                                                                                            

Even the teeny-bopper market that most uses handheld electronic devices (and most text messages one another), continues to watch TV and go ton the movies and visit arcades and read magazines and newspapers and attend sporting events and concerts, and open mail addressed to them.

It may appear to be all about hi-tech and emails and the like, but –even this market– indulges in traditional media. How can you confirm this? Run some quick and cheap focus group studies.

But, oh, your “Web Editor” might not know about how to do a focus group study because that requires traditional marketing experience. Okay, focus group some txtmsgs and see what you get!

~~~~~~~~~~~~~~~~~

www.TheWriterWorks.com  

302.933.0116 or Hal@BusinessWorks.US  

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