When you see an ad in the newspaper, on the radio, on TV, or in a magazine, you should see this as an opportunity to take full advantage of these customers online. People often times learn about different products/services offline before they migrate online to do research, and quite often, make a purchase online.

People who see advertising offline are also likely to be much further along in the purchasing lifecycle. This is because they have become knowledgeable of the brand, know what the company has to offer, and if the advertisement was effective, may be ready to purchase.

If it is in a magazine...

Someone that sees an ad in a magazine for example (see below) typically goes online if they want to find out more about the product, the price, and where they can get it. If it is sold online, that is best if you plan on trying to sell them something (not always the purpose of your traffic).

Anyways, someone that read this ad in this day and age and was a true customer, would likely go online to research this Rolex Watch along with others. Perhaps they might even buy it, perhaps they are a watch collector and you could get them on a list and sell them watches and accessories (high end of course). This is a case where you can leverage Rolex's offline marketing campaign to drive your online business.

What About All of Those Late Night Infomercials?

Another effective method of using company advertising is to use infomercials to your advantage. Infomercials do a great job of selling and by the time someone is done watching the show, they have made the decision whether they want to buy or not. Traditionally, people would make a purchase over the phone as it was the only method of ordering.

However, many now use the Internet to order infomercial products. This is a great opportunity for you to offer people searching the product keywords either the product, or a related product that will work just as good if not better.

To take advantage of company advertising, you have to use product review type keywords, as well as purchase keywords. Brand awareness is already there, so people will likely be typing in some variant of the brand name if they were to go online for more information. People will be more likely to buy if they are already familiar with a brand and have seen an advertisement prior to visiting your site (which typically do a good job of pre-selling the product).



Join the Discussion
Write something…
Recent messages
GotGoods Premium
Awesome read and a great lesson.

You got me thinking Kyle because I was one of those who fit the category of "thinking they know their customers". It is a lot more deeper than I thought. This lesson has even put me in a position to revise my business strategy but I'm grateful.

I hope you have a wonderful, progressive day!
Reply
Trujunco Premium
In understanding the values of a potential customer by his buying process < I find the material here > eye=opening and an invaluable concept in creating my website.
I smile at my own process of researching, learning and decision
making... realizing there are a lot more cynics out here, like me, and thereby do not feel so all alone... lol
Reply
Kyle Premium
We all do research, and we all make purchases. Sometimes we forget that we are doing is helping others do the same as we get lost in the process. If we can step back and put ourselves in a customers shoes, is going to make the sales process that much easier and you are good to be able to sell people through helping (versus a hard sales pitch).

If you can help people, and you build trust, and what you have trust recommendations come very efficiently.
Reply
fyrstone Premium
That sign spiked a thought in my mind of caring for the customer, letting them know, say "hey" please leave me know how that product works so i can write a review on my blog about it , maybe not mentioning their name, that's up to them, but , let them know we will be ready to send them another shipment what they are ready, because we are concerned that they start getting the results they been after for so long! I call it the "care package" idea
Reply
John-Day Premium
Are you saying you send out free samples? If so, then yes do that. Always care for your customer....They are always right IF you want to make money. Never think of it as what you want my friend.
Reply
fyrstone Premium
I thought i'd post this as an idea in the search engines lets word stuff a little different as the product " new interesting review" not the same old key wording then when folks hunt for a different key word, they find it way at the bottom, because it had not been "found" yet, it would be a new discovery and end up on top!!?
Reply
John-Day Premium
To be honest I don't think it will end up on top (at least not for awhile) The more a keyword is searched the better for the search engines. However, you can play around with both....mix both in your content. What do you have to lose? I need more people to click on my banner ads for google adsense and more traffic. I'm getting some traffic but need more banner ad clicks to make money there.
Reply
fyrstone Premium
Yah Know what, this is nice, but , the brand is good, however, everyday there is a brand that is trying to take the internet by storm, if a new brand came out that exposes the qualities they have that is way better than the brand thats been out there for years, whoa!! Guess what, if they don't do as we are being trained to do,. interesting stuff Kyle , makes us all think how much better we need to do some tweaking maybe?
Reply
John-Day Premium
My suggestion is to follow Kyles training.....It's gold and he makes ALOT of money with over a Million people here at $50 a month. OMG...WOW....Lucky him.
Reply
Top