Internet - as a method of advertising for your offline business

Age of 2. 0 has brought new opportunities to advertise their own companies - is working with social networks and major forums. At present, work with forums and news systems is already a classic character, but the role of social networks has been underestimated in many ways.

This was the entry that you appreciate all the advertising potential provided by the Internet today. In fact, it can be argued that the entire management of middle and senior managers are familiar with the Internet is not hearsay. The percentage of network penetration among the proletarians, and retired much smaller, but still not zero. From these statistics, and will build our future assumptions.

The required minimum for productive work in networks: a computer, Internet access and at least a couple of hours of time. Ideal to stay in the network during the working day. This allows the. timely. to answer users' questions. Why is the timeliness in the presence of the e-mail and guest book? . And everything is good, but when you need a seller, it is missing or busy with other business. Well, if it is occupied by another buyer, but most likely he chewed a pie, hiding behind the plate lunch. You can go to the store later. But, I think you simply exclude from the list of shops where shop.

Many believe that one should begin with a corporate site, and they are not quite right. We must start with its own activity in the network. First you need to become socially active in the Internet environment, and only then to your corporate website will bring some benefits. Although, of course, at some stage of development without a website will be a difficult to manage.

The third point: the professional community. This, of course, not the network ' Professionals ', although you can use and. The greatest benefit of bringing professional forums, city forums obschetematicheskie and communities in social networks. In each of them should make yourself an account.

1) Customers with corporate site.

It should be given more time interface of its corporate website. Not so important design as other aspects, which have a strange coincidence, a much greater influence in choosing a buyer the seller.

a) Trust. The site must be within the first screen, phone number and address of the company. Telephone bound to the city code or 8-800. Non- mobile that can be left on site without a hint at the company office. Although, of course, the service over the mobile site will not be. According to our statistics on a mobile call is five times less likely than urban, with half the calls to the mobile comes after an unsuccessful call to the City. The second half - a long-distance calls from the same mobile operator. In our case - with a megaphone on the megaphone - people do not want to spend the extra money.

The presence of the physical address of the company seems to be saying - we have a place where we are grounded, and where you can come to visit. I personally think it is a relic of the past ( I do not like to travel to meetings ), but with all this, more trust companies, which indicate the address. This hints at neboyazn publicity. The company, which hides your email address. to. cause a lack of confidence!.

And, of course, the ' talking heads ' - place your pictures on the website of the Directorate. Allow you to admire the beautiful. All staff can, and should not, but the main person - should.

b) the Interactive. It's funny how many freebies eager to legal entities. Well, we're all human. A small form on the main page of your site: fill out the form below and we'll make you a free ( review, send the probe and T. n. ) Is a genuine interest. For a corporate site with a good theme you can expect an attendance request for 10-20 visitors. This query gives you the full right not only to answer it, but to call the company and to service or teleconsultation teleprezentatsiyu. The buyer is allowed himself when he made a request to your company.

For physicists optimal management of the guest book. Forums - usually too difficult for an unprepared audience, and the guest book allows you to totally anonymous inquiry on the topic of interest. I like to say that the answer should be in the guest book is not for those who asked the question, but for those who come later will read the guest book. Answer each question in as much detail to answer any additional questions raised but not. Each response to the need to try to reduce the contact directly via phone call or visit the office. The simplest ' possible way or so, but rather to answer, you'd better call the office by phone. '. When an ordinary man stumbles across a dozen times on this phrase in different responses, it is likely a problem with my address on the phone than to write a lengthy essay in the guest book.

The first positions in the guest book will write itself. Each company has its own FAQ - you just need to put it as of a person invented buyers. And myself answer all these questions.

a ) Navigation. The most frequently viewed pages on this site are the Contact, Price and Interactive. Therefore, these pages should be immediately, but not by a long study of the site map. I for myself and my clients put my contact in the TITLE, in a pan ( the bottom part of the site ), in the Contacts section, which is always present separate button on the main menu. I never hide the Contacts section for graphics such as envelope. Only complete word ' Contact ' or its variations. Similarly, doing the partitioning Price and Services. Although, of course, Price is not always and not always it can be placed on the site.

2) Customers in all forums.

My favorite theme. Someday I will dedicate it to a separate detailed post here touch on the highlights.

postulate. Professional forums are read not only professionals but also consumers of their services.
The corollary of the postulate. Professional partitions obschetematicheskih forums too often potential buyers are reading.

In addition, we must not forget about such a feature of professional forums such as the sharing of customer information. This can be a direct exchange through the tops. Or indirectly - through the PM. For example, your colleague is not very professional in your area, but has a client - if the specified relationship, he may refer you to the client as for profit or free.

The strategy of working with a forum is usually the same: it is creating a certain image, indirect PR of their services, active work in PM.

image. The image can be:. Prof.. - Professor knows everything, has the academic knowledge, gladly puts his two cents on each topic which requires a professional answer on. The strength of Professor in the fact that he smarter than everyone else. Weakness - in its opposition to a foreign point of view, believing that no one smarter than he is and condescending attitude towards the visitors forum. The image of the professor draws mainly those customers who are looking for a contractor with the academic level.

artisan. And I put it over the mask, is characterized by extensive experience and knowledge in the practical field. It may not be good at how to properly put the accent in the word marketing, but know where, what and at what price sale. Strengths of the artisan in his sincerity and practical knowledge of the subject. Weaknesses - he openly floats, when a dispute is subject to the pseudo-scientific. Artisan often choose to consult the same craftsmen - director of the plow - small and medium business.

marginal. Marginal, sometimes even irritating behavior may be at a certain level of expertise do a good job. Such a priori, participants feel more creative. And when you need something special, then turn to him in the first place. The image of the marginal dangerous because it is constantly walking on the edge - it is easy to merge the academician to the dispute on the definitions and give the result worse than the artisan. And with the hard-earned reputation will be crushed almost instantly.

clown. Do not buy the clowns.

The appearance of the client from the forum usually goes through a fellowship in PM. Rarely - a direct appeal by phone or messenger of the profile. Direct advertising on the forums - moveton. So poke something greater than the number in the signature or ICQ difficult topic without losing face. It is better not to do it - someone who is interested, will go to your profile or send a PM. Next, you will be written off, exchanging contacts and go beyond the forum of your communication.

For the forum it is important to earn a reputation. And for this we must have time to express their opinions in dozens of those. Good luck, if you can start a debate and win it. This extra points in your piggy bank in the eyes of regular visitors to the forum.

Having received over a thousand posts at the regional forum, I regularly get questions in their area, leading consulting and getting clients for several years. And, interestingly, often by quite experienced forum users - I have no idea what they might be interested in my services or knowledge.

3) Corporate Blog.

Blogovedenie within companies - are still rare in the former Soviet Union. Especially if you find the actual blogs, not news feed. Blog of the company has very little to do with. This is an opportunity to show their citizenship, or social position of a professional, diluting its own advertising company.

In this respect, better to look at this blog as a blog. Lebedeva, Olga Ivanova's blog (e- mail), Oleg Tinkoff blog. The ability to skillfully alternated with the vital feature articles, announcements diluting it to their company leads to two useful things for the company: The company acquires a human shape, a regular interest in the company.

Most businessmen avoid publicity - partly to blame here, and a scoop in which we grew up. And the reluctance to be provided at the center of attention. But these are the realities of today, which is often a deliberate publicity better than the first places in the top search engine. By themselves, both on the advertiser, I can add that OL - much cheaper than direct advertising. Promotion of this blog cost me zero rubles, except for a small purchase options in Sapa at the start to speed up the indexing. Just hold a corporate site in the top of the thematic phrases costing me every day a few rubles. Although the volume of orders and the popularity of these two advertising positions simply do not compare. Be the public - it will bring you the most part only benefit.

Usually, I advise you choose - who will endanger users, if there is no volunteer. Make a PR colleague and will benefit the entire company. That's how the human brain, that the company he still wants to see a man. Give him this opportunity before it becomes associated with the company janitor in an office building or a seller in your store.

4) Communication.

I'm always available: Skype, ICQ. In addition, I am available via PM in several forums. I constantly monitor topics that he has created. I try to monitor the discussion, where I wrote something, answered. I track the comments on my blog. I have 5 email addresses: three corporate and two personal. They are checked every minute. Another pair of addresses is checked less frequently, but they almost never goes Mail.

On my phone has a boiling point, although lately I have the opportunity to be constantly online with no phone. I have a notebook modem, which allows even on vacation to check e-mail and instant messenger.

My phone is not switched off even at night. No corporate or personal mobile.

I'm always in touch. No communication passes. And if I do not answer to something, then, is either a bad connection and the message did not reach or ignore the deliberate.

5) against the Baba Yaga.

Some of the techniques I do not use in your work and you do not advise. I've never spamlyu. Any distribution, if made ​​, must be selective and done with the prior consent of the user. A better way to create a rss feed and throw it in the news. This and more respectful to your customers.

Black and gray seo. Dora and all sorts of naked women, the replacement pages, redirects, etc. n. Just do not. Sooner or later someone will write about it, and reputation will be stained.

6) What I have not had.

I've never dealt with professional newsletters that are considered very powerful tool to attract customers. Subscribe Ashmanov, for example.

Time is now ample opportunity to create their own mailing. If you have something to share with potential buyers for free - it would be great. As a mailing list, you can use tape and tape the blog, yet still use e-mail more and more people than rss client.

7) Summary.

For several years, we have no managers to attract customers - only the project managers. In this case we do not feel much need of customers - from unnecessary will not give up, but at this point the flow is approximately equal to our ability to service. Frankly, sometimes I wish that there were fewer.

Attracting customers through the Internet several times cheaper than borrowing, even if you use a cost approach, a contextual advertising. All this gives you the ability to safely stick to the average pricing in the industry - your profit will be higher than those of competitors at the same price. This weighty additional advantage in business and competition - where one thinks of bread, you will have time to think about the development and expansion.

Nevertheless, all the above should be considered in the evaluation of cases today, as the scheme to attract customers through the Internet is constantly changing. And tomorrow, accumulated over the years the scheme may fail.

Do not give up immediately on the off-line advertising in favor of on-line methods. For some industries simply does not apply online, or almost no effect - for example, in working with retirees. Search online ordering - simply one of the tools of your integrated advertising campaign, which has to be to think of the whole, not just through the monitor screen.

If you have any questions, happy to answer them in the comments.

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