Offline Marketing – How Do You Know What You Don’t Know?

January , 2013 by Kevin Wilke

Offline marketing only looks simple because the pitfalls are invisible until you fall into them.

offline marketing

Offline marketing – How do you know what you don’t know?

“Offline marketing is so simple – just put your business in front of people who are looking for it.”

Don’t you love it when something sounds so simple any fool could do it? Except when you try to do it and find out it’s a lot more complicated than you ever dreamed.

It’s like that with lots of things in life:

  • Getting fit: Just eat less and move more.
  • Driving safely: Just don’t run into anything.
  • Building a retirement nest egg: Save some money every year and live below your means.
  • Golf: Hit the little ball into the hole.

You get this grand idea, one you’ve never given much thought to before, one that’s nearly guaranteed to change and improve your life. You do some research. You read about other people’s success in doing what you hope to do. You read up on the benefits, and become enthusiastic. All that enthusiasm turns into a powerful motivation to do this thing.

You’re rearing to go! For offline marketing this might show up as you:

  • Do some keyword research to discover how your prospects actually look online for the products or services you offer.
  • Try to weave those keywords into your website text.
  • Look at your website from the perspective of your prospects to see what should be improved.
  • Write more content for your site.
  • Get your site listed in the top directories and search engines.
  • Create articles, press releases, and videos to promote your business online.
  • And more… much, much more

It doesn’t take long before you run into a question that stops you in your tracks. Could be about any of these very basic tasks… it doesn’t matter which one. It trips you up, grabs you by the shoulders and shakes you until you realize… You don’t know what you don’t know.

If you can remember back to the last time you started a new job as an employee, you’ll understand. Someone took you through the business showing you around. They showed you where you’d work. They ran through a couple of demonstrations, gave you some advice, maybe a warning or two, then asked, “So, any questions? Or are you good to go?”
You couldn’t possibly know all you needed to know from such a basic introduction. Yet, you couldn’t think of a single intelligent question to ask – because you didn’t know what you didn’t know.

Offline marketing is a field under constant change. The rules shift. The best practices evolve at a rapid pace. What worked yesterday may not only not work tomorrow; it may get your website banned. There is so much to know, so much to stay on top of, that half the battle for offline marketing experts is keeping on the alert for what they don’t know that they don’t know.

Expertise doesn’t always come just from knowing a lot about a topic. It also involves knowing what you don’t know, so you can focus your efforts on those blind spots.

As a business owner, you probably don’t have the time, energy, or bandwidth to learn enough to be effective in your offline marketing strategy. Proceeding without knowing what you don’t know can be dangerous. That’s just one more reason to work with a LIMA online marketing consultant. Your business deserves the best… don’t settle for less than LIMA.

Request a free offline marketing consultation today.


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