So What Powerful Marketing Lesson Can An offline Business Owner Learn From An Online Marketer?
So ladies & gentlemen, do you, (or) anyone you know, currently run, (or has) run some type of offline business, of any kind, in the last five years or so?
And if so, would it totally surprise you to discover, (that) believe it or not, there is always, critically important marketing lesson or two, that a serious offline business owner, and or service provider, (can) and definitely should learn, from a successful online marketer.
Sounds a bit odd on the surface, right?
But as you peel back the various layers, you’ll soon discover, (while) the surface processes are clearly different.
Ultimately, it still gets down to the proven fundamentals, and basic building blocks of any particular business and or service.
That being, as long as you have a “battlefield tested” process in place, that produces more gross income, than outgoing expenses, you can probably make a go of things.
In some form or fashion. However, once your basic outgoing expenses, start consistently exceeding your gross (daily, weekly,monthly, quarterly) and or annual expenses,(entrepreneur), sadly, it’s just a matter of time, before your goose officially gets cooked!(Just saying!)
So What Exactly Is This Potentially Profitable Marketing Lesson That An Extremely Savvy Offline Business Owner And Or Service Provider Can And Definitely Should Learn From A Savvy Online Marketer?
First of all, my Coach & Mentor, Adrienne Smith, just recently published, this totally awesome blog post, on the never ending discussion,
of whether or not strategic, “blog commenting” as an ongoing strategy, was still effective or not.
(Extremely important note: Unfortunately, my Coach & Mentor Adrienne Smith (aka) “The Blog Commenting Queen”, no longer publishes her fabulous blog! Freaking bummer! 😥 )
Anyway Adrienne offered three extremely powerful reasons, “why” in her expert opinion, pro-active blog commenting, definitely still makes tons of sense. Especially for some of today’s, severely cash strapped, aspiring newbie bloggers.
And of the many extremely valid points Adrienne provided, for using strategic blog commenting, (as often as possible),as a relatively, proven, low cost marketing strategy, that was (and still is) incredibly reliable, for consistently driving tons of free, targeted traffic, to (either) your mobile responsive, WordPress website and or blog etc.
As opposed to trying to rely heavily on the various social media platforms, like tons of online marketing instructors, (and or) gurus seem to recommend!
Adrienne, (wisely) pointed out, building your entire traffic generating efforts, primarily on the various social media platforms, is like building your dream house on borrowed land!Bingo!
And it’s that particular, (potential) business threatening dilemma, far too many, otherwise, extremely savvy offline business owners, face, when their least prepared, to effectively deal with it!
Entrepreneur You Gotta Avoid The Type Small Business Marketing Dilemmas That Ultimately Causes Your Business To Fail!
Case in point: This particular situation,happens far more, than you readily think, and or realize!First, let’s start with (an all too) common, online experience, that somebody you currently know, has definitely experienced, in some shape or form, in the last 24 hours or less!
Then, we’ll relate it to an all too common, online situation, that is eerily similar!You or someone you know, (completely) out of the blue, (which means), it was totally unexpected, got one or more of their social media accounts, (either) temporarily suspended, and or permanently shut down altogether!
And sometimes, with little or no semi valid answers for doing so! Sound familiar? I thought it might! And remember, (without any warning) whatsoever, and after I had recently published my 125th hubpage, I suddenly received an email notice, saying I had (apparently) violated some policy they had, and just like that, my account was temporarily shut down!
Lesson definitely learned! And it was just like Adrienne Smith had warned earlier! Don’t build your house on borrowed land! Translated, (entrepreneur) you, nor I own our social media platforms!
Which means, they’ve (ultimately) got the final control and say over “what” can and can’t be published!And now for our, (all too common) offline example!
Extremely Savvy Entrepreneurs Seek 100% Control! (That Way There’s Less Surprises!)
Case in point: your fairly successful, offline, (single location) retail nick knack shop, has had one of the best, (hand shake) type of commercial lease arrangements, with the owners of the building, and now their kids, for (literally) over ten years and running!
And while you sign, and (legally) renew your three page lease, every two years or so.There are literally, a ton of unspokens, both you and the landlords, have never formally discussed, and have simply taken for granted, up until now, because they were always taken care of by the owner of the building, and they never discussed any costs with you, or the other tenants, ever!
Fast forward, (suddenly) out of the blue, the current owners of this conveniently located, prime piece of commercial real estate, need to sell it asap!
Because one of the spouses, chronic long term illness, has taken a turn for the worse!And now the other spouse needs to devote, (even more) intensive care than ever, to helping them deal with the onslaught of (outrageously) expensive medial bills and issues etc!
So they literally scramble to find a qualified buyer as quickly as possible! And wouldn’t you know it!The new buyers, are all, business and strictly by the book!
Meaning: your cosy “sweetheart” leasing arrangement,(along with) all the other unspoken perks, and really close relationship, and bond with the former owners, is complete thing of the past! And they quickly inform you, upon the renewal of your brand new lease, your new monthly rates, will reflect current market rates, that are comparable to other locations, that are of equal ambiance and various amenities!
The bottom line, your new leas will be at least $575 dollars per month more! And no longer will the new owners (foot) the cost, of certain amenities, like the former owners did so willingly!Ouch!
Isn’t It Funny How Basic Marketing Strategies Always Seem To End Up In The Mix?
The bottom line entrepreneur, you’re definitely gonna need to move to a brand new location asap!But here’s one of your immediate challenges! You’ve basically ignored, for years, building any type of on or offline database!
And because you’ve relied, primarily on your current and future customers, finding you, simply because of your awesome, conveniently located, physical location! And up until now, (meaning) the last twelve plus years, your (lack) of any type of reliable list building strategy hasn’t worked against you!
But now, you’re going to have to really hustle, to make sure (at least) a portion of your 5,000 plus paying customers, know, (not only) that you’re moving, but when and where!
And of course, you’ll do all of the extremely obvious things, like place (really big) signs, through out your store, and in your windows etc!And place special one page flyers in all of your outgoing mailers etc.
But entrepreneur, (honestly), “how” much less expensive and stress free, (and seamless) would this entire (unexpected) situation be, if (over) the years, you (either) had 4,000 opt in email subscribers, and or an active mobile marketing list!
Now, you could send them (periodic) advanced notice of any, and all of your “We Must Move To A New Location In A Hurry” sales events, right?
And hold some really cool contests, plus announce your “Grand Opening” event as well, for practically pennies on the dollar! And “why” because you didn’t try to build your house on borrowed land!
So hopefully, you can see, and appreciate the potentially powerful marketing lesson, an extremely savvy offline business owner, can and definitely should learn, from an extremely savvy online marketer! Any questions? Now as is customary during this part of our show.
Please share your extremely valuable comments (in the comments section below) that you can apply to your business, product or service in the next 30 days or less!
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