Like the Rocky Horror song 'creature of the night', I think of myself as a 'creature of the internet' and as tempting as it is to concentrate all my efforts into online marketing, offline marketing should never be ignored.
The key to successful marketing is to know your audience and if the majority of your audience is going to be reading the morning paper then that is where you should advertise. You can still drive readers to your website by offering an incentive such as a 'web only' discount.
Last year I was working with a client who spends nearly half a million dollars per year on Google adwords. We were brainstorming using the Google keyword tool and found there was an unprecedented number of people looking for 'Health and Safety' courses in Mackay, Queensland and Newcastle, NSW. It didn't take us long to work out that the commonality was 'mining towns'. We checked key word searches for other mining towns in Australia and sure enough there was a massive increase for that keyword set.
We had identified that employees within mining companies were being pushed to updgrade their skillset to include qualifications in Health and Safety.
As it happens my client runs online courses for 'Health and Safety' so that afternoon she ordered classified advertisments in all the local papers and cashed in on the gap she had discovered in the market.
Be imaginative when looking for ways to promote and drive traffic to your website and consider using search engine marketing tools such as Google keywords to identify gaps in your market.
Sue Wickenden
CEO, iSmart Software
What we sell:
Web Design in Brisbane; Course Registration Software; Room Booking Software
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