You’re online. You’re connected – great! You are one of millions who have found the ease and plethora of information on the Internet, mobile devices, and other tools an excellent resource. But what about those millions who are not connected? Are these people lost customers and prospects?
According to one source I have seen, between 185 million and 230 million users are online in the U.S.A. That’s a lot of people and a large percentage of the population. But are your customers and prospects online when you want them to be? Are they visiting the right sites, reading about you and your value? Additional statistics suggest that while many perceive value from tools like social media, only 7% of the 20,000 small businesses in this survey describe them as ‘very useful.’ In fact, a 2009 book (The Small Business Bible ) states that over 50% of small businesses with employees and 70% of sole proprietors have no web site.
Ouch. I can hear the moans.
So while the Internet is the way to go, unless you are confident your target market is all online and following you, there are probably prospects and customers who (just like direct mail) don’t get your message.
What can be done now? Here are three simple solutions to the dilemma:
- You can wait for them to connect to you online (late adopters). This may take some time; be sure to calculate your cost of waiting for these folks. It’s a strategy, but it could be a long shot.
- Develop an online connection to your business. While many people are “connected”, they need to get connected to you. That means they need a reason to connect with you and your business. Are you giving them information or something else they can use? Then draw them into your personal address book and stay in touch with them. Be sure to collect their email address and send them meat, not spam.
- Communicate with them off-line. This may also be a viable alternative for your business. If they are online too much or not enough, you can cut through the clutter with a personal off-line connection. Use a card, note, or telephone call to connect!
As always, these suggestions are part of your overall marketing improvement plan. Need help. Contact me today and we can get started.
Good Marketing To You!