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SEO Offline Marketing Plan?

Discussion in 'Offline Marketing' started by Bruceorange, Feb 4, 2010.

  1. Bruceorange

    Bruceorange Junior Member

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    So I'm thinking about starting to do SEO Offline Marketing as a consultant.

    Is this what I need to do?

    - Create a nice looking site offering SEO Services (Persuasive and professional looking)
    - Print Fliers and distribute to all local businesses in my area.
    - Hopefully nail 10 - 20 leads which will then create hopefully 3 - 5 clients.
    - Give them a choice of plans e.g. websites creation, websites upgrade + SEO etc.
    - Outsource all work to someone else via oDesk or elance etc? (If you know any others please mention, thanks will be given.)
    - Get them to produce a report at the end of each month.
    - Give report to clients and cash in on $ every month.

    = Bank

    Is that what I should be aiming for?

    Thanks
     
  2. tem22

    tem22 Newbie

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    My main business is working with offline businesses. Offline is not as simple as a lot of people make it out to be (handing out fliers will take up a lot of time and only leave you with paper cuts). You really need to be prepared to do a lot of work (or hire salespeople to do a lot of work) getting customers. Many business owners just don't get the whole online thing. As a consultant you're going to take a lot of time with owners.

    Also, things are different in different areas. Some towns have been burned by this type of service already so it will take a lot of work to develop trust. There's a town nearby that has a graphic art school and they are inundated with students looking to earn an extra buck making a site for them. Many business owners won't understand why your service is more valuable than just getting a fancy site made.

    I would not rely on fliers unless you just produce stellar copy, business owners are some of the most marketed to people, they've become immune to it. Cold calling is also an exercise in futility unless you've really developed a system. I know from my local clients that they get on average 7 calls a day from people marketing online services to them. It's rare that anyone seems to really understand how hard it is to be a business owner and really want to help them grow their business, so if you can do that you'll be golden. (Consult, don't sell.)

    Also, you realize 99% of business owners aren't going to know what the heck SEO is don't you? Most of my clients are completely computer illiterate (most don't know the difference between the address bar and search bar on their browsers). So advertising SEO services is shooting yourself in the foot.

    As for reports each month, all they're going to want to know is how many clients or prospects you got them. They don't care how much work you did and they don't care how many people saw their website. They want results, period. They'll plop down a lot of money with the yellow pages or on a radio spot or billboard, but they hesitate with internet marketing because they don't understand it. They don't understand why they can't just have a "business card" website. They're not marketers and don't understand marketing a site. The only way to prove to them that it's a worthwhile investment is to show them ROI (even though they're not getting ROI on other forms of advertising).

    I'm lazy so I work strictly off of referrals and salespeople (that I pay an incredibly generous commission to). The best thing I ever did was do some free work for a very well connected non-profit in my area in exchange for referrals. Where I live the business owner community is very tight-knit and almost all b2b business here is done on referral. So, I recommend on building a great relationship with a business or non-profit that is deeply embedded in your local business community. Gaining that one client will gain you the rest without having to work for it.

    Offline is great money, but it's not a simple "put up fliers, get calls, make a sale, outsource, profit, repeat" process. There are much more effective ways of getting clients than fliers. Even though we like to go on about how this is not a saturated niche, you got to realize what you're up against. I just saw a commercial yesterday for intuit.com saying that for $4.99 a month you get a website and customers find you, bull. You and I know that what we provide is really not even in the same league as intuit, but your customers are going to want to know why it's worth paying you when they can get a website for $4.99 a month from this company that says that's all it takes for customers to find you.
     
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    Last edited: Feb 5, 2010
  3. jetti789

    jetti789 Junior Member

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    They should sticky this advice.
     
  4. grafxextreme

    grafxextreme Regular Member

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    temm22 has given you some excellent advice. I know that people like Maria G make it sound so easy. All you have to do is walk in and the small business owner will just hand you a $15,000 check. It doesn't work that way.

    As temm22 mentioned, most small business owners are computer illiterate. They barely know how to turn on their computer much less figure out how to get their email. They have no clue what SEO is and they don't care. All they care about is results.

    Fliers won't cut it. Neither will postcards or sales letters. You have to have 1on1 connection with these people. They want to look into your eyes. You have to prove yourself.

    I currently have a 17 year old student who's doing more with the consulting business than the displaced executives I normally work with. He's learned how to get out there and meet with small business owners. Learned how to use his age to his advantage.

    He put in the tedious work that was required up front. Now, he's comfortable with walking into businesses and letting them hire him.

    The point is that he laid the groundwork first. That's what any business has to do. Establish yourself, gain their trust, be credible and let them ask if they can hire you.
     
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  5. Physaux

    Physaux Regular Member

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    could you guys post any good resources here for people wanting to get into local marketing? I'll start the list off with:

    -g00gle maps ca$h, which is in the downloads section
     
  6. robertodelgato

    robertodelgato Regular Member

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    Yeah, right.
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    As an offline business myself (as well as online, but I have a physical presence) I get dozens of flyers in the mail and under my door every day.

    I have never, ever bought anything from anyone sending/handing out a flyer. That smacks of 'I don't have enough money to do real marketing, and I am new to this whole business thing, so I'll stick these in front of you and wait for people to give me their money."

    Think about it: you are thinking about spending a ton of money with someone to punch up your own marketing either online or offline or both. You expect this marketing/money to bring you more business, so you are essentially trusting this person/company with your business's short-term future.

    You are going to hire someone who markets THEMSELVES with a FLYER???

    Yeah, sure...and you are going to look for a doctor at the local 7-11 also, right? :cool:

    I don't think so. Pick up the phone. It won't kill you, even though it will feel like it the first few (dozen) times people tell you 'NO'.





     
  7. eshera

    eshera Registered Member

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    Great Advice, tem22!

    I have been doing website development for local businesses for a while. My first commercial site launched in '96 for a restaurant that is now gone, building and all.

    I can tell you that all this "Offline" marketing stuff going around is not at all as easy as they claim and I have read and listened to a lot of them, lately.

    The best customers are the ones I get from referrals from the clients I already have. They usually have done a bit of research already which helps. Trying to explain anything online, especially SEO or email marketing only makes their head spin.

    The other great way is to talk to everybody, I mean everybody you can and drop seeds of what you can offer. Even if you are picking up the kids, getting a prescription filled, waiting for your take out order, you would be amazed at how open a lot of businesses owners are if you simply talk to them, and just let them know what you do and maybe a couple of ideas...like how "An email marketing sign-up list would be great here at the register." or "You should send a email a note to your customers about these great new ribs!...oh you don't have an email list?" They seem to respond better than being sold to, which they get constantly.

    Also another thought, contrary to what you might read or hear, you have to have extreme patience with offline business owners. They already have a full plate on a daily basis you have to take baby steps to teach them things. Don't think just because you ask them for copy for the monthly newsletter for them that you will get it in a timely manner. Some take "hand-holding" to a whole new level.

    Not trying to be negative, but it is hard work and time consuming. You are dealing with real people, not selling other people's stuff. If they are confused or unhappy with something, YOU gotta deal with it.

    Hope some of this helps! (If you like people, this can be extremely rewarding and you can meet some really incredible folks that you may have never had the opportunity to meet.)
    -she
     
  8. megaplex

    megaplex Regular Member

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    Great little thread this lots of practical realtime experience and stories thanks guys.

    [​IMG]
     
  9. oxynom

    oxynom Junior Member

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    this thread alone is more informative than 90% of the other threads here.

    I had a Website Design Company before, and I found it really hard to deal with customers back then. They always want the tiny little things changed and it takes forever to make them happy.

    Don't give your customers to many decisions in the website design and building procedure. Watch out for the revisions.I had a customer, who wanted a simple logo design. Simple logo designs usually go for 30-50 USD, so i outsourced someone for that. In the end I had to pay the freelancer almost 200 USD for the logo, because the customer requested 20+ revisions of the logo. So i lost money on this one, but made more on longterm.
     
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  10. Sedoc94

    Sedoc94 Registered Member

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    Keep the thread going. Mad helpfull advice...
    Posted via Mobile Device
     
  11. csgcsg2

    csgcsg2 BANNED BANNED

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    Join bni = business network international = one of the best investment in your life
     
  12. megaplex

    megaplex Regular Member

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    99 designs is the place for logo's and design you get the customer to deal directly. Its a simple system and they customer gets what they want and you go zero hassle.
     
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  13. zappa

    zappa Newbie

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    I'd like to know what type of contracts people use or they just verbal agreements?
     
  14. eshera

    eshera Registered Member

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    I know this is not going to be the norm, but I have a few clients that I have been doing work for now over 2 years with no contract, just verbal. Way a judgement call, I realize that I have probably been lucky.

    I do have quite a few copies of ones that I will use if I need to. Let me know if you need something to look at.

    -eshera
     
  15. ragster

    ragster Newbie

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    I'm doing some offline and as yet have no need of a website.

    By offering something simple (which will come after asking questions and listening to them) such a adding a signup form/autoresponder/email marketing) the door will soon open to other stuff for the sane client PLUS they will refer you happily to others.

    Try to avoid clients with no website - as stated above it's all too easy to get bogged down in their endless (yet pointless) changes.

    Download the info in this thread http://www.blackhatworld.com/blackhat-seo/member-downloads/93189-get-local-business-money-machine-4.html
    and get into the mindset first.

    Once you have the mindset you'll see opportunities and how to take them much more easily.

    Good luck!
     
  16. Michaelhanson

    Michaelhanson Newbie

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    Bni is on of the best places for business guys, http://www.bni.com
     
  17. Michaelhanson

    Michaelhanson Newbie

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    Let keep this thread going - its alittle old now but check it out anyway just case anyone has missed it http://www.blackhatworld.com/blackhat-seo/offline-marketing/155794-guaranteed-10k-month-online-offline-hybrid-method.html
     
  18. undergroundbase

    undergroundbase Newbie

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    I own a remodeling business I just to do pretty good on CL
    but now since all these PVA changes I received less leads and of course less sales anyway I have 2 guys on payroll that use to do the ads and bomb like crazy my question is What can I do to gain more leads using their help (I'm paying them) they both are good with computers and one of them is a graphic designer

    Thanks
     
  19. millix7

    millix7 Newbie

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    Finding quality leads and clients is the hardest part of all in offline consulting biz... There are many ways to generate leads but you really need to try yourself and find the best methods that work for you.

    Having said that, I came across with this WSO, which is all about finding lots of quality leads... so it may help you.
    http://www.warriorforum.com/warrior-special-offers-forum/197222-offline-gold-must-see-how-i-generate-avalanche-endless-leads-my-offline-consulting-biz.html#d5KZn4vRaxBRUycr
     
  20. grafxextreme

    grafxextreme Regular Member

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    Contracts: I have a simple two page contract that I use. No legalese. Just an outline of what they receive and what they're paying. Nice 11pt font. After that everything is pretty much verbal.

    Don't get over complicated with contracts or over think them. Clients usually don't read them if they're more than two pages. If more than five they turn it over to their attorney who nix's the whole thing and you lose business.

    A little more than a quarter of a century as a small business marketing consultant and I haven't had any problems.

    Leads: This can be extremely easy or extremely complicated -- depending upon what marketing model you choose. I teach my interns the easy way. That way they have an endless supply of clients and can focus on the "good parts" instead of the lead generating part.

    HINT: Sales model is the complicated way.

    Caution: Never promise clients more sales or increase in profits. That's not your job -- it's theirs. You promise this and don't deliver (which you can't) then you can get sued for non-performance.
     
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