Ways to get an offline client more customers WITHOUT SEO

16 replies
Hey Warriors,

I have a question for those who are more experienced than myself. I am currently working on the rent-a-site model, and I am currently relying purely on SEO / organic Search Engine traffic.

While this is good and long-term stable, I am wondering about other methods of getting offline clients.

I realise that some methods work better with specific industries, but things like supplementary (to the SEO) print media handed out to people in the streets, or into their mail boxes, directing them to visit the website and stuff like that?

Any other ideas guys?

Thanks!
#client #customers #offline #seo #ways
  • Profile picture of the author ZachWaldman
    Use the Google Ad Planner, Quantcast, and Alexa to learn as much as you can about the demographics of your target market.

    Next, find websites/blogs that cater to similar demographics. Be sure the traffic they're getting is from the region you're targeting.

    Contact these site owners about placing banner ads on their sites. This is also known as direct media buying.

    You can often get a lot of cheap and targeted traffic this way.

    Also, as you learn more about the demographics of your target market, find out what magazines they read.

    Once you figure that out, rent a list of subscribers and do a postcard mailing directing people to your website for a free report, audio, etc.

    Hope this helps!
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  • Profile picture of the author SiteSmarty
    You can provide any services you want to offline bricks & mortar businesses, once they trust you. Once you get your foot in the door. I see the thread about "mobile websites" being the rage. Don't start with that because everyone and their dog is doing it.

    Start with something only a few others are doing. Do it fast. Do it right. Offline is a one on one thing so you only have to impress that one client. Once you get that client offer them what ever services you want. They'll want them. Plus, they'll ask you to do stuff you hadn't thought of.

    Skype with them. When you get them hooked on you. Your services. Ask them if they know anyone else that might want your services. Not only will they refer you, they'll recommend you.

    You don't need many initial clients when you work it this way.
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    • Profile picture of the author rlhurst
      Originally Posted by SiteSmarty View Post

      I see the thread about "mobile websites" being the rage. Don't start with that because everyone and their dog is doing it.
      Well, in the town I work in I get a lot of "glassy eyed" looks when bringing up qr codes and mobile sites. The rare qr code I've seen on real estate signs lead to a page on their (agency) existing "regular" sight, with everything so small one can't read it. Even the hospital sent out a mailing with a qr code on it that goes to the regular site.

      Many people may be pushing these mobile sites, but there are plenty of places and businesses that this is all new to.
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      • Profile picture of the author Kevin AKA Hubcap
        Find out where their customers are and be there. As Zach mentioned you can place ads on sites/blogs directly related to their business. You can also place space ads in magazines, newsletters, and other publications that their customers frequent.

        You can partner with related services (for example a wedding photographer funnels leads to a wedding cake maker and vice versa).

        Here's a good one. Find a unique angle to your business and contact the local media. They're always looking for compelling human interest stories and free tv newspaper or magazine coverage can bring in lots of customers.

        If the business can deliver nationally (especially if they have a product) you can do the same but go after the larger magazines. Send the product in for reviews. If the client developed a new, highly versatile photography tripod send it in to the large photography magazines, blogs, forums etc. for a review.

        Kevin
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        • Profile picture of the author sparro
          I agree. Our local cable tv ads work a dream for merchants willing to spend. If not then as stated above, have merchant partner with a well established related business in their community.
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    • Profile picture of the author Dr Dan
      Originally Posted by SiteSmarty View Post

      You can provide any services you want to offline bricks & mortar businesses, once they trust you. Once you get your foot in the door. I see the thread about "mobile websites" being the rage. Don't start with that because everyone and their dog is doing it.
      Exactly.....

      To many new offliners think that just because they have a solid product or service, that the business owners will be jumping for joy when they get their email, phone call or mailer.

      You gotta earn their trust first...

      This is not saying that those methods dont work...

      But it will be alot tougher to make them work if you aren't skilled and not willing to put in the time to make them work.

      I hate making calls and selling people on why they should use me. That is why I offer them a free service or seminar to let them know I am the expert and I am here to help them without holding my hand out saying "Whats in it for me?"

      Also remember no matter how many times you read the threads, ask questions, buy WSO's or any products...

      Nothing will take the place of lots of practice and taking action.

      That is why so many fail before they even get off the ground in this industry.


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  • Profile picture of the author Charles Harper
    Work to increase their sales without them having to spend additional money on websites, advertising, time on social media and blah blah blah.

    Here is what that means.....

    1.) Make sure they have a USP to differentiate themselves.

    2.) Make sure they have systems to get additional sales from every customer and to get every customer back in the door.

    3.) Make sure that they have an active list or database that they are educating their clients.

    4.) Make sure that they are partnering with other businesses that have simiar client bases.

    5.) Make sure that their advertising is going to the right people. For instance if they are using newspaper advertising; does the demographic use the newspaper....same with television.

    6.) Make sure they are active in their community and leveraging that activity for the long term reputation of their business.

    7.) Make sure that they are using direct marketing techniques to get their message one on one with people who need to hear it.

    8.) Make sure that they have an INFORMATION marketing side not just INTERNET marketing which takes advantage of the world of information products created one time but generating profit indefinitely and even selling to their competition.

    This set of things are the core marketing principles we all need to have down whether we do SEO or not. What good is a website if they are losing people at the front door because their secretary is rude. Good consulting will ferret this out.

    I did not originate this list...check out HMA with Richard Johnson; I do teach a lite version in a webinar course.

    CT
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  • Profile picture of the author SiteSmarty
    rlhurst: I hear ya. But you can get your foot in the door easier doing what others aren't doing regardless of what it is. If you and 10 others are each offering 10 websites to your local dentist for example, I'll be offering something else. Why would I be 1 of 10, when I can be one of one?

    krzysiek wants ideas on other methods to attract offline business to his rent-a-site services. My point is to be different. Offer something other than what everyone else is offering. QR codes, mobile sites, websites, seo, are good services if you're the only one in town who's offering them, but I suspect everyone wanting to market to offliners is TRYING to start with these services.

    As far as rent-a-sites or flipping sites, I've got those. Try to sell a rent-a-site before establishing trust with a client is like trying to sell a fur coat in Africa. Good luck.

    Find another way to get your foot in the door, then upsell at the right time.
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  • Profile picture of the author thehypnoguy
    So much constant focus on online for offline marketing clients. Here's an old school idea. Other people will call this the shotgun approach. Before dismissing it consider whether the shotgun approach would work for the business in question.

    Consider for instance that 94% of the population likes pizza. So a flyer hung on every door isn't so off the path for a pizza place. We used to do work for a Little Ceasars Restaurant. He supplied the door hangers and my wife, daughter and I went out and distributed about 1000 flyers. For about 2 hours we got exercise and created an influx of new business.

    Now here is where it is targeted. We didn't distribute them throughout the city, we targeted neighborhoods that were near the pizza place. That was like 17 years ago when I was still in my 30's wouldn't want to do that today. But if you want to do things that will create new customers think outside the Online box and add some new tools to your toolkit

    Martin
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  • Profile picture of the author krzysiek
    Wow guys, thanks for all of the help. +thanks being handed out to all who contributed well just after this post is done (I hate when people DON'T reward a post with +thanks when someone has HELPED THEM FOR FREE!!!!!!!)

    Truth be told, I am really going after the rent-a-site model. If it doesn't work for me after really giving it a go, I might move on to selling SEO services, but to be honest: I don't think SEO itself will bring clients instantaneous and "complete" traffic. That's why I've made this thread!

    So, I am going for the rent-a-site model and concentrating on dentists. Yes, I know - EVERYONE is going for dentists and I probably should have found a DIFFERENT service or industry to go after, lol. If this fails, I will try others: but I am trying to establish myself as the 'expert' in that particular industry in my area, so I am sure I can make it work. Plus, the traffic figures are there (if I can get them converting) to actually make my clients some nice $$$ (so I just need to communicate the benefits for their business to them - but that methodology is for another thread).


    See my site here:

    Dentist in Essendon – Essendon Dental – 03 8644 8265


    I am still 'working' on getting the page into a higher-converting page. I had a lot of help from Warriors here on the forum in a previous thread where they have me a lot of help and recommendations on how to improve conversions. Needless to say, I have applied some of those tips and still working on more.

    Given that they are a dentist, I don't think an email mailing list is much good for me. It is a small town so I doubt the response would be good enough. There is somewhere around 150 exact monthly searches between 3 different keywords (and about 500+ board searches per month for these keywords) which I am trying to target.

    I will be getting my sites to the top in the organics. I will be optimising an already submitted/made video to make it's way to the top of Google also. Then, when I sign up a client I will open a new Google Places (mailed to their address) and optimise that to try and get on first page. Through this, I think I would be able to effectively dominate the online market for those keywords for them.

    Then, there is where the REAL offline comes in (aka - no internet marketing!)

    I was thinking to make a nice post-card sized offer, something like "SAMPLE STREET SPECIAL" - "Get a FREE Check Up at XXXX Dental" but make it a nice, attractive design.

    Then I was thinking of manually going around and putting those adverts into the mail boxes of about 2 or 3 streets (each have around 80 houses+) and do this EVERY MONTH (to new streets) and make it a 'special' for that street online. I figure since it is an offline advert (and they probably don't get anything like it in their area) the conversion rates should be decent, and from that alone I might be able to get 5-10 callers out of the 150-200 flyers given out to their mail boxes.


    That is what I have though of so far.

    To introduce more value, I was thinking of also setting up for them (I have just thought of this right NOW) an SMS-reminder service like the one my actual dentist uses. I am not sure how much they cost to run, but it's probably a "per SMS" fee, in which case it would not cost too much to run, and I could include this in my cost.

    So if I could put the above 3 methods in to play, I think I would have an attractive offer for my client.

    I will take a look at newspaper ads etc, but I think for my lower monthly price point I plan on charging (recurring) a monthly ad subscription would unfortunately eat too much into the allowed budget.
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    • Profile picture of the author brett301005
      Originally Posted by krzysiek View Post



      I was thinking to make a nice post-card sized offer, something like "SAMPLE STREET SPECIAL" - "Get a FREE Check Up at XXXX Dental" but make it a nice, attractive design.

      Then I was thinking of manually going around and putting those adverts into the mail boxes of about 2 or 3 streets (each have around 80 houses+) and do this EVERY MONTH (to new streets) and make it a 'special' for that street online. I figure since it is an offline advert (and they probably don't get anything like it in their area) the conversion rates should be decent, and from that alone I might be able to get 5-10 callers out of the 150-200 flyers given out to their mail boxes.
      Direct Mail conversion statistics are 1-2% for mail item only and up to 4% if followed up with a phone call.

      Use a service called www.SendOutCards.com, for Post Cards, you can taylor make the message on the back and they will place on the stamp and mail it for you for approx $1.30 all inclusive.

      You can pick one of their card designs or upload your own design, but that is a little more tricky as it needs to be 6x4 inch and 300 dpi.

      You can make a campaign and all you have to do is upload the contact details of the customers, it will populate the address field for you.

      You can design a campaign with 2 or 3 cards, set the time frame between cards and it will automatically send them for you, you can scale it up or down as needed.

      SendOutCards has used MLM (Multi Level Marketing) to grow globally, but you don't need to join to use it. I use it in my business, no interest in MLM when the Internet has more potential.
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  • Profile picture of the author Charles Harper
    All of that is cool, but you might want to see if they are closing the traffic they are already getting.

    CT
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  • Profile picture of the author krzysiek
    Hi Charles,

    I understand your point. If they're not closing current leads, they won't be closing mine. However, I am not an expect really in them closing their leads, as I am not in their industry so I could probably only provide some general advice.

    I do know one thing though, if I call a dental practice and sign them up - I will call them every now and then as a dummy to make sure that:
    1) They pick up their phones
    2) Receptionist is friendly
    3) If there is no pick up, there should be a friendly voice mail message not just the hang-up-tone playing

    That is one thing I have noticed with some smaller dental practises around my area, so that is one thing I would be doing and ensuring that they follow through with that.

    Otherwise, apart from the above, I am not sure how else I could aid them or advise them on how to close more of their leads?
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  • Profile picture of the author redlegrich
    OK, so you are trying out the rent a site business, but all everyone is talking about is everything but that. If you are going to be successful at the rent a site game running around putting flyers on doors, doing mailers and so forth is not going to help that business. For a rent a site biz to be successful you have to be able to scale it. You have two ways to do that, horizontal and vertical. Both have advantages and disadvantages. Going vertical you can be an expert in your niche and a new client is easier to bring on line. Horizontal you can work a single city, but you are constantly working on a new site with all the problems that entails.

    As far as building trust, I think that's a wonderful thing. But, one thing that really builds trust is..... delivering leads! You deliver leads, all the other stuff is much easier. Getting the phone to ring (or email, or visits) with a new site is tough. SEO won't get you all the way as it takes time to get on page 1, especially for dentists. We prefer to use SEO for long term success and a dose of PPC to get the phone ringing and keeping a certain volume of calls and emails to ensure the client is getting their money's worth. We simply build the spend into the monthly fee. We also don't start charging until the phone rings (we own our tracking numbers so that's easy to track).

    Once that happens offering mobile sites, Places and other services is a whole lot easier. I would say that it seems Essendon is a pretty small location to do this. I know it's a Melbourne suburb, but I suspect you need to draw on a larger population to get any real results.
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    • Profile picture of the author krzysiek
      Thanks very much for your reply Red,

      You're probably right about putting in flyers into peoples mail boxes does not allow much room to expand (in terms of offering the service nationally).

      However, I am at the moment just trying to work with clients around my area. If I had say 10 or 20 clients, and part of my marketing campaign for them was to distribute X amount of "free offers" to peoples mail boxes in their respective suburbs/locations, then I would not mind setting aside a few days out of each month to go and make those deliveries myself and put the offers into peoples mail boxes.

      If it was going to give me the results that I imagine it might give, then it is all worth it, at least for now.

      I am very interested to sticking to one industry, and providing them results, rather than going in just once city and doing it for everyone. There have been some hurdles that I have had to overcome already, so I have most of my stuff down pat now. Don't want to go around switching to various other industries, too much work to get it all down pat.

      Originally Posted by redlegrich View Post

      OK, so you are trying out the rent a site business, but all everyone is talking about is everything but that. If you are going to be successful at the rent a site game running around putting flyers on doors, doing mailers and so forth is not going to help that business. For a rent a site biz to be successful you have to be able to scale it. You have two ways to do that, horizontal and vertical. Both have advantages and disadvantages. Going vertical you can be an expert in your niche and a new client is easier to bring on line. Horizontal you can work a single city, but you are constantly working on a new site with all the problems that entails.

      As far as building trust, I think that's a wonderful thing. But, one thing that really builds trust is..... delivering leads! You deliver leads, all the other stuff is much easier. Getting the phone to ring (or email, or visits) with a new site is tough. SEO won't get you all the way as it takes time to get on page 1, especially for dentists. We prefer to use SEO for long term success and a dose of PPC to get the phone ringing and keeping a certain volume of calls and emails to ensure the client is getting their money's worth. We simply build the spend into the monthly fee. We also don't start charging until the phone rings (we own our tracking numbers so that's easy to track).

      Essendon is a small suburb, but I can get around 100+ visits per month once my SEO is done properly. I am seeing small progress as I go along. I aim to get Google Places up there, as well as a YouTube video at the top too. That should almost guarantee me with 100+ visitors. At a modest 10% conversion, (not sure how modest that really is, haha) then 10 leads would be a sufficient amount to cover my low monthly recurring.

      Once that happens offering mobile sites, Places and other services is a whole lot easier. I would say that it seems Essendon is a pretty small location to do this. I know it's a Melbourne suburb, but I suspect you need to draw on a larger population to get any real results.
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  • Profile picture of the author krzysiek
    Hi Brett,

    Thanks again for your reply!

    Thanks for the site suggestion, will be checking them out in not too long. The price seems very fair, but probably much better off for me to do it myself. I am confident I could have a decent flyer or post card sized promo offer made and designed and have it posted for $0.60 each + my costs. The idea is very good, but for now I would be doing it myself manually as I would probably be sending 100-200 per area per client per month. The costs add up!

    But, further to that: initially, I would just drive over and put the promo's into the streets nearby myself, saving the cost of postage. I intend on hitting up a few streets per month. Plenty of streets in each suburb, and even at your direct mail conversion rate of 1-2%, if I hit up 2-3 streets (about 200 houses I would say) that should come out to be about 3-4 clients. Not a bad addition to the clients from online.

    But I have a feeling by adding Google Places, and getting that ranked on Page 1 in addition to getting my own site ranked high in Page 1, as well as a YouTube video ranked on page 1 - I would be able to get a lot of traffic just from online to justify it, so that perhaps I wouldn't need to do the whole offline flyers thing.
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