What is the reality right now in Offline Marketing??

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Hi all. There is a question I would like all of you to give me some comments on:

Recently I am studying about how to use my IM skills to help small business owners. And I discovered two very different perspectives:

1. Offline businesses have no, or only little clue on what online marketing is and they need help on this right now. If you jump in, and "give some value" (I really don't like these words, NOT because I think it is not correct, but I think these words are "overused"...), they will be extremely happy and pay tons of money to you to help them do so.

2. Offline businesses has no, or little knowledge on what online marketing is. However, they receive thousands of email which said that they can provide "high value" online marketing service to you every single day. They don't like it and become very skeptical on it. Therefore they don't trust marketers, and even if they need those services, they will lower the price as much as possible, and tease you with questions like:

- Have you done it for other business before?
- Can you GUARANTEE that you can bring me money?
- If you cannot GUARANTEE, why should I pay my hard-earn cash to you?

And they go to post an ad on local newspaper and pay 25,000 for full-color, sexy woman, many while space ads for one day.

My questions are:
- Based on your experience, what are those "offline business owner/SME" are thinking right now?
- What they really need right now?
- Do we need to proof to them that we can do it? What if they don't like what you do?
- If they believe that local newspaper/magazine ads, yellow page, cold-calling and classified ads are the best marketing tools, how do you persuade them to accept your SEO, PPC, mobile QR code, Facebook page and PressRelease stuff, even if you proof that they are far better than what they have right now?


BTW, just explain a little bit: I wholeheartly believe that creating value for business owner is the "ONLY" way to get/keep client. However, I feel sick when people are JUST saying "Creating value for your prospects" all the time without telling us "how"! Almost all marketers in WF know that creating value is the number one and the only job they have to do. (Just similar to telling a child: Never do bad things, but child doesn't know what the bad things are...)

Sorry if my question is too long. I am still struggling to get my first client.

Thank you.
#offline marketing #marketing #offline #reality
  • #1 and #2 are both partially correct. Getting the first client is the hardest thing to success in offline marketing. There are no easy answers and it depends on many factors. However, some including myself got their first client by giving something away for free for a testimonial, referral and get the confidence needed for the next client. try to be different from the other marketers could help you also. Good luck and keep trying.
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    • This is EXACTLY how I got my first paying client. I gave away a FREE mobile site to a business, who showed it to someone else, who hired me to do theirs....... simple as that.
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  • They're thinking that they are tired of being pestered by people who want them to buy some new product/service but can't explain how this is going to help them achieve their goals (more revenue, more control, more time off, whatever the case may be)

    Information so they can make good decisions for their business....

    The great thing is that if you provide them with the information they will see you as an expert. If you start by teaching, they will come to the conclusion that they want to do business with you instead of you after chasing them.

    Start by teaching and you don't need to show them a portfolio of completed projects. Your biggest asset isn't your websites, it's your understanding of IM. When you teach a prospect they are experiencing proof that you really understand IM and can help them apply it to their business.

    If they really believe that and don't want to hear what you have to offer then immediately hang up the phone and call the next person. Don't waste your time talking to someone who is so stuck in the past that they will never become a customer.

    There are plenty of business owners out there that want to do something related to IM but aren't sure where to begin. That's the one you want!
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  • Hey Warrior-
    A few tips for you. One, they want to believe you can say you can do what you claim. This is where testimonials, references and or other elements of proof come in to play.

    Another thing that most people drop the ball on is trying to sell the business owner on something they don't know they need or don't want.

    The key is to learn about the business owner and goals, then talk about how your services will help him accomplish this versus the common... "this is what I got and you need it pitch".

    Plus, a lot of people think that offering the lowest price is the way to go. That just attracts price shoppers and that's not where you want to be if seeking a profitable and long term business.

    One more tip for you real quick...

    Dollarization. Put into perspective what they are spending now and will be spending and how you will not only help them get a better return of investment, but also better results.

    If you can explain how for every 1$ they invest with you they get back x, then it's a no brainer.

    Business owners don't want the next widget or more hassles, they want the information they need to make a decision, results and the best return on their investment.

    If you can show them all that, if you deliver on your word and bring the value and results promised, then it's a no-brainer for them to not only use your services, but let others know about you.

    Keep doing your thing and you'll get it.
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  • I assure you that if you come up with some unique ways to find businesses that need your services other than just googling and picking the top results.. you will not be the 1000th person contacting them. In fact you may be the first!

    And even if you are the 1000th, you should be doing something different that sticks out and makes them want to schedule and appointment with you.
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    • Hate to use the words but yes give value, teach them something about online marketing and why it will help them get what THEY want. Show them how you have done it before with other businesses.

      "- Have you done it for other business before? " that is not a tease question that is the sign of someone diligent in business. If you haven't done it before be honest and explain why you still think you can help them (and they are getting a great deal as your first client).

      Most business owners have never being approached in this way they are only approached by sales people and email spammed from Indian SEO companies.

      Some great tips already up in this thread, build trust, once they trust you, you aren't trying to sell them on PPC, SEO or anything else. They will literally ask you what more they can do to improve their business.

      I've noticed a fair bit of trend on here, people aren't willing to invest cash in marketing their own business, yet are expecting other business owners to spend money with them. Also some people are unsure if what they are selling will actually help a business, get 100% sure, IM has so many ways to help a local business, there is no reason to be selling snake oil crap.
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  • Some advice for getting your first client that worked great for me is going after one niche, dentists, tattoo artists, roofers, w/e

    Target ONE niche, learn everything about it and cater your marketing towards that one niche for a large chance of success in impressing and converting the client.

    Once you get a few clients under your belt like that, then you can go more general and use your confidence and testimonials to convert any business owner.

    Good luck!
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  • I've been serving offline businesses since 2008. All my clients want a "go to guy" that can get things done for them without the usual BS.

    You need to be a pro at something online and be able to help them get whatever else they want, even if you nothing about it.

    I get asked about all kinds of things I know nothing about, so I tell my client that I'm not familiar with what ever it is they want, but I can find the right person to help them and I do.

    Even though they use someone else for a particular task, I remain their go to guy. 99% of my work comes from referrals not testimonials.

    Bottom line in the services business: Be the "go to guy".
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