Say "Goodbye" to 3 out of 5 Potential Customers!

Say "Goodbye" to 3 out of 5 Potential Customers!

While working in the printing and publishing industry in the 80s and early 90s I focused on magazine, newspaper, and occasionally radio and television advertising. There were various forms such as submitting press releases with stories that would show up in News columns, submitting products for technical reviews performed by the magazine labs, submitting articles about technologies that may be published, and classic purchasing of advertising space.

Today, there are fewer magazines being published in print. Those that survived have gone online. 24 of the 25 largest newspapers are experiencing record declines in circulation. Radio is still viable however with satellite radio, advertisement funded radio is fading. Only 18% of traditional TV campaigns generate a positive ROI. 90% of people skip ads via TiVo/DVR.

So, what is the new vehicle for advertising? The Internet! No surprise.

Consider this, 3 out of 5 consumer purchases begin with an Internet search. That's a powerful statistic from the 2010 Complete Online Shopper Intelligence Study. I'm not suggesting a total abandonment of traditional advertising vehicles; however, perhaps our efforts should be balanced with where our potential customers hang out.

If you want 3 out of 5 of your potential customers to find you, you must use these five Internet marketing tools:

5 Internet Marketing Tools

5 Internet Marketing Tools

1. Blog Marketing

2. Video Marketing

3. Press Release Marketing

4. Article Marketing

5. Podcast Marketing

There are more, but this is the starting place. Just how to use each of these marketing tools will be discussed in future blogs. For now, start thinking about how you are spending your time and money on Internet promotion activities. Think about how you are growing your business. If you haven't made adjustments with an appropriate balance between traditional and Internet marketing, now would be the time to make the change. Right now. Otherwise, say "goodbye" to 3 out of 5 of your potential customers.

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