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Offline marketing veterans, advice needed...

by Pasquach
6 replies
I have just recently begun the whole offline angle of internet marketing.

I have the wordpress knowledge, SEO resources, sniper/geo focused site methods, list building services for local businesses, coupon strategies; in a nutshell I am combining some different methods into one business geared toward local, small-medium businesses. There is nothing new or groundbreaking in what I am doing.

With that said, for the guys/girls out there who are old pros at the local offline marketing angle, without going into specifics, what or where do you find the best middle ground of clients?

Meaning, obviously if you are targeting "new york city electricians", there are endless amounts clients with deep pockets but the flip side is, competition, saturation, etc. However, if you go for a town of 1200 people with 2 electricians in the whole region, they may not even want to shell out $7.00 a month for whatever services you offer. Flips side, is zero competition, low saturation, and you may come across like an Internet Marketing god.

I am not saying I won't go for a competitive area or surrounding area, but what "type" of location is the best to start for offline marketing?

New York/Los Angeles type?
Kansas City/St. Louis type?
Specific suburbs of the above cities?
Small towns with an "any town USA" feel, a main street, etc.?

Are there requirements you look for in an area before you market there or do you just blast as much as you can and see what sticks?

Thanks in advance...
#advice #marketing #needed #offline #veterans
  • Profile picture of the author redcell1
    New York/Los Angeles type - be ready to charge very much and overdeliever. Any industry in any big metro city (Miami,Los Angeles,New York) is not going to be a walk in the park. You are going to compete with marketing guys who have more resources, better strategies and such to take the #1 spot.

    I just look at where I want to target based on volume of searches ( x ) amount of profit that the client makes from a sale.
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  • Profile picture of the author cuppatea78
    Why not break it down even further if you were going to go for a business in New York and go for particular areas within that city.

    For example, competition in my home city of London is massive but a way around that is to target a specific area within London and keywords that are specific to that business and area. So for example I would go for a "Dentist in Wembley" (this is an area in NW London) or a "Solicitor in Brixton" (an area in South London).

    Obviously it all depends on how the figures stack up when you have done your research.

    There could be an argument made for both cases with regards targeting businesses in busy cites where they may have the money to spend on such services and be more open to the concept (but as you say competition is much greater). Or going for a smaller town where the competition is low but the money and or need may not be so great.

    I personally would go for the busier city but break it down further and target a particular area of that city.

    A lot also depends on how you are able to present yourself and the services you provide. If you come across as a cowboy then no matter how small the town or how weak the competition is you will find it hard to convince people to use your services.
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    • Profile picture of the author Charles Harper
      I would say offer more than internet marketing. And you can do that very easily without a whole lot more time than you spend with him, and increase his or her profits.

      1.) Help them to get their messaging right, and that it has some point of differentiation.

      2.) Help them develop processes online and offline to make multiple sales on one transaction.

      3.) Help them develop and use properly their mobile and email lists. Show them how to mail and what to mail. This would be apart from their news letter.

      4.) Help them develop online affiliate programs and offline alliances where they can get access to other lists.

      5.) Be willing to do what other consultants wont do. One thing that comes to mind is to help them create and sell their own information products for passive income.

      This will set you apart from the others and help your client to really make money. Be willing to guarantee your work in some way (even if your guarantee is to put more time in) and you will be able to get and retain clients.

      Read John Spangler's thread on Jobless Dad.

      Read and take action on the 2001 book from Dr Thomas Stanley called Networking with Millionaires.

      CT
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    • Profile picture of the author mediasme
      Definitely with you cuppatea! Divide and conquer.

      In marketing, especially when you are targetting an area, a better way to do it is to divide the whole and customize an approach for each segment. This is known in marketing as market segmentation.

      After segmenting, create a need for that segment and then offer.

      Originally Posted by cuppatea78 View Post

      Why not break it down even further if you were going to go for a business in New York and go for particular areas within that city.

      For example, competition in my home city of London is massive but a way around that is to target a specific area within London and keywords that are specific to that business and area. So for example I would go for a "Dentist in Wembley" (this is an area in NW London) or a "Solicitor in Brixton" (an area in South London).

      Obviously it all depends on how the figures stack up when you have done your research.

      There could be an argument made for both cases with regards targeting businesses in busy cites where they may have the money to spend on such services and be more open to the concept (but as you say competition is much greater). Or going for a smaller town where the competition is low but the money and or need may not be so great.

      I personally would go for the busier city but break it down further and target a particular area of that city.

      A lot also depends on how you are able to present yourself and the services you provide. If you come across as a cowboy then no matter how small the town or how weak the competition is you will find it hard to convince people to use your services.
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  • Profile picture of the author localbusinessguy
    I agree with cuppatea78, breaking down a large city into smaller areas works for me.
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  • Profile picture of the author John Durham
    I would focus on smaller cities "period". I would tell you the sweetest spot in America... but thats one secret thats staying right here...and no its not Arkansas. I do know it though.
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