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A Fork in the Road in My Offline Business...Your Thoughts?

by Jagged
20 replies
To some in the offline marketing arena this may not be such a popular move. It definitely wasn't my choice, but in keeping with the theory that a small business marketing consultant is here to analyze the clients marketing situation, listen to the client concerns, wants & needs, offer solutions to those issues....then implement a plan of action...I recently came across this situation.....

A few months back....a new start-up dentist office contacted me to review their marketing plan. I sat for 2 hrs listening....the subject of using the internet to locate targeted customers came up. The dentist did not have a website. I stressed to him the importance of having & maintaining a web presence for his business, especially in today's internet crazed society where close to 90% search locally online...he seemed to understand this just fine, even sounded excited at times about it.....but he completely backed off on the idea of having a website (I was scratching my head at first...). I believe this notion came from his father.....who has been a dentist for over 30 yrs, never had a website, was very successful. His father once was entertaining the thought of a website but was severely victimized by a so-called web designer who took thousands from him & ran.....leaving him doubting anything internet....yada yada yada....

So, that's the situation I was presented with....to get this dentist a highly listed web presence that will drive new customers....without using a website. OK....no problem! After some thought, here is the plan of action I created for his business:

1. I concentrated on merchantcircle.com....I know my merchantcircle account for my business ranks highly in local searches, most times page 1, sometimes out-ranking my own website. merchantcircle is free to list (they do have premium services to). They allow a full, in-depth description of your business (laced with keywords). They allow pictures, video's & coupons....they offer a free blog....they also offer a newsletter option. They act like an in-house social media site, like a cross between twitter & facebook, where you can network, follow, communicate with other local business or customers....even allows you to link to your twitter, facebook accounts. Basically every thing a website could do....So, I used all that merchantcircle had to offer...optimizing every step of the way targeting local customers.
This was to be his main focus for a web presence....

2. I then created a Google Places account, again fully optimizing the listing, utilizing photo's, video's, coupons, tons of targeted keywords....for a website I linked to his merchantcircle account....I created accounts in most local & nation directories pertaining to his business.....After some tweaking I had him in a high page 1 listing in the local 7-box for his most targeted keywords/phrases....

3. I used a series of photo's he had to make two Camtasia video's, adding them to YouTube & to his merchantcircle & Google accounts...

4. I created linked-in, twitter & facebook accounts, networking with many local groups, adding his video's to his facebook fan page, etc...

So...after the 1st month...for 5 targeted keywords & search terms....he was showing in 1st to 3rd slot in the 7-box of Google local, his merchantcircle site was showing page 1, 3rd position, another directory site was showing in the 7th slot, page 1....his YouTube video was 1st position page 2.

I also created Bing local & Yahoo local accounts & optimized each...(Bing will be running Yahoo searches soon & it also is now including facebook postings in search results...great for local businesses)

I gave him just what he wanted.....a web presence for his business, without a physical website. His analytics are great....getting a lot of clicks on both merchantcircle & his Google local listing, coupons & driving directions....on his customer evaluation form he added a line..."how did you find us"....for May & June, his new patient ratio was 25% referrals from his father dental practice, 45% from the internet, 30% other methods. He is very pleased with the results & signed me up for a long term contract to manage his web presence & reputation management.

The best part is....from seeing the success his son was having...his father, who was so anti-internet before, signed me up to do the same for his business...to win him over was a major victory for me...

With the unexpected non-website success of this client, it raises an interesting question.....will business websites become obsolete over time?

With the insurgence of sites like merchantcircle who offer just about everything you need & rank extremely well in local searches, all for free & with Google Places / local,...showing above the fold on local searches, again, all for free....offering ways to attract, inform, reward & retain customers just as a website would...is this the wave of the future? I mean...web design is a large part of my business, I would hate to lose that income stream, but I can honestly see using local networking sites like merchantcircle working in connection with social media marketing like twitter, facebook, linked-in, YouTube...mixed with upcoming 2.0 sites like Foursquares & Groupon as a viable internet presence / marketing solution....I mean....it works...I proved it myself....

Personally I do not see this happening rampant anytime soon, but I do see a fork in the road....Your thoughts on this?

I appologize for the lengthy post, but in order to pose the question, i needed to explain the situation...hope you understand.

~Ken
#businessyour #fork #google local #merchantcircle #offline #road #thoughts #website design
  • Profile picture of the author DogScout
    Depends of the biz. In some cases a site can go into greater depth for those that need it to make a decision.

    Dan Kennedy and most copywriters I know of agree with him, says the longer the sales page the better,as long as there are ways to buy without reading it all for those that are sold quickly.

    So while in this guys case, 45% are sold with those resources, a site MAY bring in another 5-10-15% (although 45% is pretty darn good).
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    • Profile picture of the author n7 Studios
      Originally Posted by DogScout View Post

      Depends of the biz.
      Absolutely.

      Example: I'm looking for a dentist. Chances are it's because I need one pretty soon. All I'd really need is an address (so I know it's local) and a contact number (so I can make an appointment to sort out that toothache!). A few user reviews would help, as I'm a bit nervous about going to the dentist, but these aren't essential.

      Of course, the above user profile isn't always true. Some people will want to see more details, such as services offered, perhaps if they need longer term dental treatment. Others may want to see a web site to get an idea of the business (does it seem professional, safe etc)

      Ultimately you want to be steering your client to having their own web site, so that if other elements of their online profile are removed (e.g. Facebook profile), they're certain to still have a solid, secure online presence. This should now be easier to do, since you've demonstrated an excellent track record of delivering results to your client.
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      • Profile picture of the author ExRat
        Hi Ken,

        Well done. You might have lost this customer if you had insisted on pushing him in a direction where he had an objection that wasn't likely to be overcome.

        Instead you have proven yourself and your methods and the logical next step now would be to convince him (and his father) of the real situation - their bad experience prejudiced them (understandably) but now they need to accept that they were mistaken - you have delivered and established trust, but in order to maximise returns and solidify your work they need to put the prejudice aside and accept that you have been forced to build without an entirely stable foundation.

        They need a website that they/you control and the web presence already established would be better suited if it were tweaked to bolster that permanent base.

        Another point not mentioned yet is that there might be prospects out there who are a little more internet savvy (and this will probably increase over time) who associate more trust with entities that have their own web presence, IE a site and a domain name that is obviously exclusive to the business.

        You can use this factor to sell the idea (their own website) to your two customers - just as they were prejudiced by one bad experience - their prospects may have had an experience where they found a business that didn't have it's own website and the advert they found was hosted on a third party site and it turned out to be a rip off (which is more common as more and more scammers use third party sites to host ads totally anonymously (with made up details) to feed off the authority of that third party site).

        The prospect might not have noticed the third party nature of the advert at first, but after being ripped off they might have gone back to examine the advert (which at first appeared genuine) and while looking for pointers taken note that it was on 'thirdpartysite.com' rather than 'iownthisdomain.com' - if you get my drift.

        johnsmithsdentistry.com is better than merchantcircle.com/johnsmith or places.google.com/johnsmith

        I also learnt a few new tricks from your OP, thanks
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  • Profile picture of the author Dan C. Rinnert
    Originally Posted by Jagged View Post

    With the unexpected non-website success of this client, it raises an interesting question.....will business websites become obsolete over time?
    I cannot say for certain, of course, but I doubt it.

    The thing is that, when it comes right down to it, the business owner has zero control over any of those third-party sites. For example, it appears your plan revolved around merchantcircle. What if they started charging for a listing? What if they went belly-up?

    Then, you need to move elsewhere. Then do link building and traffic driving to a new spot.

    Better, I think, to have an actual website you can drive them to in the first place. Then, everything revolves around it. A website need not be expensive. A domain name is $10 a year or so. They can point it at a Blogger blog or various other free sites if they don't want to pay for monthly hosting. But, if it's not a complicated site, they can probably get reasonably inexpensive hosting somewhere. Then, the website can be expanded or contracted as desired.

    If merchantcircle, Facebook, Twitter, whatever changes/shuts down/whatever, you're screwed. If you have your own website, people can always find you there.

    Maybe people won't have as elaborate a website anymore, but I'm not sure they would be completely gone.

    I think back to when some businesses didn't think they needed a website because they had a presence on AOL.

    Social networking sites are the new AOL. Paradigms may change, but at least with your own website, you always have an emergency meeting place.
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  • Profile picture of the author Jagged
    Originally Posted by DogScout View Post

    Depends of the biz. In some cases a site can go into greater depth for those that need it to make a decision.
    Originally Posted by Dan C. Rinnert View Post

    Better, I think, to have an actual website you can drive them to in the first place. Then, everything revolves around it. A website need not be expensive. A domain name is $10 a year or so. They can point it at a Blogger blog or various other free sites if they don't want to pay for monthly hosting. But, if it's not a complicated site, they can probably get reasonably inexpensive hosting somewhere. Then, the website can be expanded or contracted as desired.

    If merchantcircle, Facebook, Twitter, whatever changes/shuts down/whatever, you're screwed. If you have your own website, people can always find you there.

    Maybe people won't have as elaborate a website anymore, but I'm not sure they would be completely gone.
    I agree....as of now at least. Like i said, it wasn't my choice, was 100% his...I stated pretty much all you both stated....throwing everything on the table so he can make an informed decision....not the way I would have gone, but he is the client...it was his check I needed to cash...

    But as of now...for some businesses anyways, this can work...& whether or not these social type sites stay around is yet to be seen....following past trends they most likely will fade away once a newer shiney site comes along.....but then again.....they also can evolve into something even greater....time will tell.
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  • Profile picture of the author Amanda Craven
    Great job on what you've achieved for him and maybe he can see now that taking that final step and having a site will give him a valuable virtual asset...which takes me on to my second point that I don't believe sites will disappear for that precise reason. Smart people like to build and own their own virtual property and I totally agree with the previous points that the only way to do this is through having your own site.
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    • Profile picture of the author Jagged
      Originally Posted by Amanda Craven View Post

      Smart people like to build and own their own virtual property and I totally agree with the previous points that the only way to do this is through having your own site.
      OK....maybe I should re-phrase my question...as I too do not truly believe website design will become totally "obsolete"....I'm thinking obsolete was a poor choice of words. Maybe re-defined is better?

      I think many offline marketers under utilize sites like merchantcircle by not optimizing all it's tools...& when presented in it's fullest can be a viable web presence...

      To present an option to website design...for businesses who can not afford.....or in my clients case just plain do not want a website....you can offer a solution & not lose the client...still gaining monthly income to manage it all....& become the "go-to guy" for some businesses who do not yet have the trust in the internet. Gain their trust by showing proof that the internet does work & it's nothing to fear
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  • Profile picture of the author MichaelHiles
    Ask your client what his contingency strategy is if merchantcircle and these other sites start charging a significant fee for what they're now getting for free?

    What if they change their terms of service and start using the content in some fashion that isn't okay with the business owner?

    The point is that when you don't control your own marketing assets, you've left your entire business in the hands of other entities who might come along and change the rules.

    What would he do if he had to abandon the present strategy and start from scratch, building up the business all over again for the next 6 months?

    Losing 45% of his referrals for several months without a backup plan doesn't sound like a sound strategy.


    BTW....

    Originally Posted by Jagged View Post

    ...His father once was entertaining the thought of a website but was severely victimized by a so-called web designer who took thousands from him & ran.....leaving him doubting anything internet....yada yada yada.......
    Expect more and more of this as the "offline" thing continues to attract less than professional... well I'll just go ahead and say it... scamming idiots... from the internet marketing world.
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    • Profile picture of the author AndrewCavanagh
      It certainly is becoming possible to get good rankings and traffic for a business without using a regular website BUT...

      A smart internet marketer will see these as traffic strategies.

      The reason is simple.

      When you start using a presence on sites you don't own to create traffic you are always subject to the whims of that site.


      Here are some examples:

      # Facebook will delete profiles without any warning or recourse.

      # Many people had free sites on Yahoo geocities. That service doesn't exist any more.


      You should really be thinking of these sites you don't own and control the same way you would think of a site like ezinearticles.com or prweb.com

      It's great to have your article or your press release listed on the first page of google but if you want to create a sophisticated sales process and be sure your site will be around in the future you need your own website that you control.


      The real answer is that it should never be an either/or proposition.

      You do the marketing with other sites and methods AND you have your own website.

      Also you always make YOUR website the online real estate you link to.

      Long term it's the only thing you know is going to be around.

      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author sdentrepreneur
    Great post Ken !!! There is still a lot that Merchantcircle can't do, building BIG Social Media Following, Google Adwords and providing content, like articles, blogs and videos. Times are changing but I feel offline marketing is still the place to be right now.
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    • Profile picture of the author Jagged
      Originally Posted by sdentrepreneur View Post

      Great post Ken !!! There is still a lot that Merchantcircle can't do, building BIG Social Media Following, Google Adwords and providing content, like articles, blogs and videos. Times are changing but I feel offline marketing is still the place to be right now.
      Merchantcircle may not have the "BIG social media following" you say but it definately has strong local social following, networking & for a small / medium local buisness, I think thats much more targeted. It also does allow blogging...each account has a free blog that you can post articles, video's to, etc...
      Take another look at it James, it really has a lot to offer....
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  • Profile picture of the author Jagged
    Taking most of the comments in the thread, I laid them out this morning for my dentist client to digest. (I just got back...) After seeing the success the internet has been producing & seeing from the comments that stress the benefits of having control of his own virtual real estate, he has committed to having me design him a website. I really do not think he would have if he didn't see the comments here....definitely the sway factor I believe.

    He was pretty firm on his stance when I first started talking to him. The trust factor with the internet was gone....I tried to explain to him from the start that a website was the way to go....but it was "no sale". It took a lot to show them both (he & his father) that past experiences were not the norm, that their targeted market can be found on the internet & this was not a permanent solution...

    Using a method like I did can easily be a stepping stone for those businesses that are the same as my client...untrusting of the internet (and there are a lot out there) or businesses handcuffed financially....solving the clients immediate goal, while buying the time needed....by producing hard facts & results, to convince him to move forward. The "fork in the road" I first saw turned into a stepping stone instead. Definitely turned a negative into a positive with this one....Thanks everyone.

    ~Ken
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    • Profile picture of the author ExRat
      Hi Ken,

      he has committed to having me design him a website
      Yay! Nice work.
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  • Profile picture of the author Jimian
    Good work, great post!

    I found adding any biz to several review sites like merchantcircle, YELP, and others (type review sites) will definitely help boost a biz -- with or without a website.

    JIM
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  • Profile picture of the author jasonl70
    I've taken a somewhat similar appoach, but with buisnesses that are in love with their existing website/vendor.

    Instead of convincing them:
    a) their existing site is bad in someway (there can be a lot of resistance here)
    and
    b) I should be the one to build them a new site

    ... I try to sell them on keyword specific mini-sites, web2.0 presence, etc.
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    -Jason

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    • Profile picture of the author Kevin AKA Hubcap
      Jason,

      Just wondering how the keyword specific mini sites are doing? I'm using a similar approach by developing mini sites based off those services their prospects and customers most frequently request.

      I've also found Facebook and other 2.0 sites to be helpful but not a substitute for something the business owns and controls

      Kevin

      Originally Posted by jasonl70 View Post

      I've taken a somewhat similar appoach, but with buisnesses that are in love with their existing website/vendor.

      Instead of convincing them:
      a) their existing site is bad in someway (there can be a lot of resistance here)
      and
      b) I should be the one to build them a new site

      ... I try to sell them on keyword specific mini-sites, web2.0 presence, etc.
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  • Profile picture of the author sdentrepreneur
    JMH Marketing Group, San Diego CA 92106

    Thanks Ken, I added my listing and I will put this in my campaigns for all future clients.
    I owe you a beer...or a shot?

    Jim
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  • Profile picture of the author David B.
    Great work Ken. I don't think it will be hard for you to convince the father and son about the importance of having a website as it an asset to their business because you have proven yourself to be able to provide the results that other provider didn't.

    As businesses not needing a website, yeah they will always need one because its an asset, also its the center of there marketing web.
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    • Profile picture of the author AndrewCavanagh
      One other thing you should remember.

      Many people thought that when using facebook with business became popular that web marketers and designers would lose work as a result.

      The opposite was true because now business owners wanted someone to help them get on facebook or use it well to get some real results.

      Business owners are very busy people and many would rather just hire someone to do all their web promotion...as long as the person they hire will get them some real results.

      It's really your job to educate them on why having just one strategy that relies entirely on someone else's website is great as PART of an internet marketing strategy but a really dicey proposition if it's the only thing you do.

      Kindest regards,
      Andrew Cavanagh
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