Offline Businesses – The Most Effective Online Marketing Uses Direct Marketing Strategies

Direct marketing in the offline world has grown to huge proportions, becoming a very professional industry in which the biggest players are immensely successful. And these same direct marketing strategies and techniques are the hallmark of the most successful Internet marketing businesses, etc. In fact, every direct marketing professional should consider Internet marketing as a career or at least a sideline for additional income streams.

Direct mail pieces in the offline business world become email blasts online – and with more and more email programs now HTML capable, can be just as glossy and heavily designed as their offline counterpart. And just as direct marketers buy targeted leads or use location-based mail drops, Internet marketing pros rent email lists, buy solo ads and buy leads.

Direct marketing techniques also include classified ads and TV infomercials – online there are a number of classified-ad sites, some international and many based on certain locals. And video sharing sites are perfect for displaying TV-style commercials, infomercials, product demonstrations, etc.

And the ‘golden lists’ or the big Direct Mail houses, those lists of targeted leads that buy from them regularly, are no different than the customer lists online. Just as direct marketers have a pre-written series of e-mails and offers that go out to their previous customers on a regular basis, so too do online marketers who use pre-written autoresponder series to follow up with each purchaser.

If you own and/or operate an offline business in direct marketing, learn all you can about the strategies, tools and techniques being used by successful Internet marketing pros and use that knowledge to increase bottom line profits considerably. While some online regulations, like the anti-spam laws, make parts a little trickier in compliance, it’s more than made up for by the low cost of email blasts, the lack of lead time required for printing, and the free video hosting the video sharing sites provide. Start by putting every commercial and infomercial in your current library online at sites like YouTube, Viddler and Daily Motion and you’re already well on your way.

And if you’re currently working in the direct marketing industry with no equity in the company that employs you, consider starting a part-time job in online marketing and building it into your own full-time Internet marketing or affiliate marketing business. You have the skills so start investigating this low-startup-costs online industry for your own future today!

Having gone from newspaper advertising manager to founding and operating 2 full-service advertising agencies, Doug Champigny had already mastered the world of offline marketing before turning his attention to online marketing full-time. Now, over a decade later, marketing mentor and speaker Doug Champigny is a world-famous marketer with a major online presence who often appears live onstage at marketing seminars, conferences, conventions and workshops around North America. With more than 35 years of online and offline advertising and marketing experience, Doug Champigny is uniquely qualified to teach you how to succeed in online marketing through his Internet Marketing Coaching and his Affiliate Marketing Coaching programs. Give your online marketing the PowerStart it needs today – enroll now!

[tags]Doug Champigny, Powerstart 2010, powerstart, Affiliate marketing coaching, internet marketing coaching, offline business, Direct marketing, [/tags]

4 Advantages To Using A Blog For Your Website

Mike Paetzold back again for day 4 of my visit here as part of The Old Bald Guy’s Blog Tour. This week our topic is “Helping Offline Businesses Use The Net Effectively. Yesterday we discussed the two major website mistakes. Today we will discuss what you should use as your web base.

Now I may be just a bit prejudiced but I like to use WordPress as the base for any site.

There are 4 major reasons…

  1. Proper infrastructure
  2. Easy to update
  3. Interactive
  4. Google loves them

Lets take them one reason at a time.

Proper infrastructure

With plugins a WordPress blog makes it very easy to use proper title tags on each page. Your interlinking is automated allowing you easy navigation and making it easy for the spiders to find your content.

The other things that I like is the built in RSS feed, the automation of your sitemap in a format the serps want and the ability to automatically ping various sites and let everyone know that you have added content.

All of these can be duplicated in other web site formats but it usually takes a lot more work and maintenance.

Easy to update

Once a WordPress blog is set up and tweaked out it is really easy to add new content without having to do a lot of HTML editing. Anyone that can use a Word Processing program has the skills to update a blog properly.


A blog makes it easy for you to get feedback from your visitors and still control the content through your approval process of comments. This also adds new content to your site that you did not have to generate.

Google loves them

Nuff said. No, not really but as Google draws about 65% of all the web searches having your content in a format that Google likes is a plus. Add in the ability to automatically notify Google through your site map and pinging gets you indexed quickly.

Now that is not a guarantee that you get the #1 ranking but it does make it easy to make sure you check all the on page SEO factors automatically.

Tomorrow we will talk a lot more about Google and what tools an offline business needs to be aware of and take advantage of.


About the author



Mike Paetzold has been online since 2000 and runs numerous blogs and works with offline businesses through Coal Region Web Services. Currently you can find out what he is up to at Mike Paetzold Recommends.

You can also find out and keep current with WordPress at his blog WordPress Made Easy.

Follow Mike on Twitter

Offline Business Mistakes When Using The Net

Mike Paetzold back again for day 3 of my visit here as part of The Old Bald Guy’s Blog Tour. This week our topic is “Helping Offline Businesses Use The Net Effectively. Today we will discuss website mistakes.

Probably the very biggest mistake I see when talking to new clients is what I call the “ME” website. I am sure you have seen these sites. They will tell you all about the company, how long they have been in business, who owns them, yada yada yada.

Now in a nut shell my response and the response of most people finding that site is who cares. All of that can be important because I want to deal with reputable complanies and knowing they are not fly by night but if I am searching for something I have a problem.

I only want to know one thing – WHAT CAN YOU DO FOR ME?

That is really all I need to know and once I know that then you can make me comfortable by having all of the stuff about you where I can locate it but if I am looking to get rid of bugs I want to know can you do it?

Target your site to the visitor and what is in it for them. Even though you as the business owner are paying to have the site it will make money for you when you can get a visitor to take an action.

If you are the exterminator that action is to call you or email you to get your service. Make sure that you are telling me how you can help me and not who you are because I don’t care about the latter.

Second big thing I see is most offline businesses when they come online do not take advantage of lead generation. Give your visitors a reason to let you stay in contact with them.

Here is an example- I receintly met with an auctioneer to redo his site, The first thing we talked about is creating 2 audios. One on how to get the best bargains at an auction and the second on 5 ways to use an auction to get more value when you are selling.

Both of these are easy topics for the auctioneer as he has a ton of experience. Offer the two audios in exchange for an email address to all of his visitors. They get to hear him and understand auctions from both sides. He has started to become someone they now know.

Follow that up with a regular newsletter and let people know about his latest auction for buyers and send out a latest pricing update to potential sellers.

Now he can continue to build the relationship and get more people to each of his auctions and make sure that potential sellers at least give him a chance when they are ready to sell items.

So there are two big mistales to avoid.

  • No “ME” website
  • Generate leads

There are many more mistakes but those are two of the biggest and Earl has covered a lot of the technical ones previously and tomorrow we will talk more about them.

Talk to you then.


About the author



Mike Paetzold has been online since 2000 and runs numerous blogs and works with offline businesses through Coal Region Web Services. Currently you can find out what he is up to at Mike Paetzold Recommends.

You can also find out and keep current with WordPress at his blog WordPress Made Easy.

Follow Mike on Twitter

Helping Offline Businesses Use The Net Effectively

Let me take a minute to introduce my self. I am Mike Paetzold and will be visiting here this week as part of my Old Bald Guy’s Blog Tour. During this I am stopping at various blogs for a week at a time to guest blog.

This week I am really excited as after discussing list building, affiliate marketing and blogging the last 3 stops here we will talk about helping offline business use the internet to supplement their brick and mortar business.This is an area that can be a perfect win – win for the offline business owner and the person who can supply what they need to take advantage of the net.

Earl has written about this topic quite extensively and we will not look at it from an off line business perspective but from a consultant perspective as most internet marketers have skills that can be of considerable value to the offline business owner.

Most of my offline business customers do not have the time or the inclination to learn what is needed to effectively use the web for their business. They do understand the power but taking their time to go through the learning curve will hurt their current business model. This creates a huge opportunity for those that are interested in helping them.

Businesses are quickly learning that a lot of the old ways of generating customers like the Yellow Pages are becoming obsolete. When a customer is looking for something they are much more likely to start at Google then they are the Yellow Pages.

The increase in local rating sites for various service businesses has made it a necessity for a business to be following what is being said about them.

All of these things are opportunities if you can show an off line business how it can benefit their bottom line.

Over the next 4 days I will discuss the following here –

  • Protecting your online reputation
  • Website mistakes
  • Easiest way to get good SEO
  • Making Google your friend

See you tomorrow.

About the author

align=left Mike Paetzold has been online since 2000 and runs numerous blogs and works with offline businesses through Coal Region Web Services. Currently you can find out what he is up to at Mike Paetzold Recommends.

You can also find out and keep current with WordPress at his blog WordPress Made Easy.

Follow Mike on Twitter

Money Word Matrix- An internet marketing idea you should steal.

Normally, I focus this blog on internet marketing tools that can be adapted by offline businesses. Last Friday, I came across a new approach to finding relevant keywords that amazed me in terms of its simplicity and power.  The technique is called the Money words matrix.  Two very successful young marketers discovered and refined the technique.  It has ton’s of applicability to many offline businesses.

They gave the idea away for free as part of a series of promotional videos for a new membership site they have opened.  The site is designed for folk who are looking to build an internet business, and in today’s economy that’s a lot of people.

On the strength of their free promotional videos, they had their new membership site explode.  They initially hoped to attract 250 people, within a 2 weeks they had 1500. I am one.

They just plain have a solid approach to internet marketing that will work for a lot of people. But whether you are interested in finding a new way to make money online or not, you have to check out their Money Word Matrix.  It will transform the way you think about keywords and keyword advertising. Whether you are primarily an on or offline business.

Now that is covered in the second of their promotional videos, so you will need to sit through the first as well. But I think you will find that interesting too.  (Even if you’ve never met a Beta Fish before.)

Click on the banner below and relax, listen and learn. Be sure to sign up for the second video, and be blown away.  I was.  You may even decide to join the Niche Marketing Classroom.  Like I said, I did.

It’s Alive! Putting Life Into a Dead Web Site

The “It’s Aliiive!” line from the scene in which Dr Frankenstein’s monster comes alive has been parodied thousands of times. I am borrowing it for an upcoming speech to my Toastmaster’s Group.

In my speech I will be discussing the alchemy necessary to turn a dead web site into a living marketing machine capable of generating tens of thousands of dollars worth of effective advertising at a fraction of the normal expense.

Unfortunately most business web pages are deadly dull one way communications. Many are little more than an electronic brochures. Retailers will maybe have their hours posted, and maybe a help wanted form to recruit entry level clerks. Professional sites tend to read like resumes. And neither offers much of a chance for interaction with the person browsing. Oh, they may offer an email address or even an email form to ask questions, but surprisingly often these email go to an email account that only gets checked intermittently since so few people use it.

If your web page is to be more than a stale brochure taking up cyberspace you need to add a little chemistry to the equation. You need to add something. In this case it will take more than adding vinegar to baking soda to get your web site to fizz. You need three ingredients, added in combination to bring your web site to life, to turn it from a dead brochure into a powerful living marketing machine.

And those three things are an ethical bribe to capture your viewers interest and email address. A double opt-in autoresponder system that can build a data base of your opt-ins respond to them. And a series of follow-up messages that can drip on your visitors over time.

These three elements when properly combined make up the magical molecule that is the sorcerer’s stone that can transform a dead web page into a marketing marvel.

The ethical bribe must be relevant to your business and appeal to your browser, its content will vary depending on your business type. A retailer may offer coupons, a business with a longer sales funnel will want to offer information the buyer needs to understand the issues surrounding their buying decision.

The auto-responder itself is the heartbeat of the system. I recommend

The follow-up is then critical. The purpose of bringing your web site to life is to be better able to converse with your prospect. They came to your web site originally for some purpose. They were intrigued by your ethical bribe. This suggests that they are at least potentially customers. Now you need to followup with them. Tell them what they need to know and/or make them an offer they can’t refuse.

But don’t do it once. Instead think about the life time value of this person who like your web site has been transformed. Before they were a browser, now they are a prospect. Treat them to relevant information and treat them well.

Any web site can be set up to take simple orders or list the hours you are open. It takes an auto-responder system to convert a dull lifeless internet brochure into a living and breathing marketing machine. Do you want your web site to be dead and dull, or do you want it to be alive?

Listen to the Podcast of “It’s Alive.”
It\'s Alive!

Marketing in a Recession – A plan for offline businesses

2009 is here, and the reality of a bad economy sits heavily on most businesses on and off line.

For many of us, it’s time to regroup and either come up with new strategies or wither on the vine.  While I am optimistic that Barack Obama will lead the nation forward in a positive direction and infuse the economy with significant stimulus, it won’t happen overnight.

As business people, we recognize that we can’t count on help from government, although we may welcome it.  As small business people, we know we arn’t in line for the big bailouts the corporate giants get.  Instead we need to do what we do best, be quick of foot.  We need to make changes and we need to do them now.

I don’t have all the answers, heck, I don’t have half the questions, but I do have a few.

When times are good, we tend as business people to go with the flow. Now that they aren’t so good we need to look closely at things we shrugged off in the past.

This past week I did a study of all the businesses in one zip code, 55417 where I live.

Mine is a residential area with relatively few businesses, so my conclusions may not be reflective of the entire country by any means. That said, I suspect my underlying conclusions hold fairly true.

Less than half of the businesses had their own web pages.  When doing a Google search many of these showed up in various directory sites, and many others were probably too small or part time to even do that. While these companies could thus be found online, they were not effectively competing for business.  When times are good, maybe they could get by just being there.  If they are to survive they are going to have to compete or they will loose out to those who do.  For many, that means they need to take the plunge and finally put up their own web page.  But lets hope they do it right.

Of those that had web pages, virtually none had effective lead capture capabilities. Maybe that’s why so many others don’t have web sites.  They have learned that having a web site doesn’t really do that much. That’s because of those I looked at, almost none of the web sites were anything more than a billboard on a dusty dead end road on the internet.  Some were very attractive, but few were business getters.

The purpose of a web site is to get new customers.

Most web sites are brochures.  In my zip code I even found one web site development company who advertised their service as creating web brochures.  This is not what you want to do if you are in business.  You want your web site to be a prospect gathering machine, not a brochure.

I could probably increase the businesses for those with web sites annual sales by 10-30% in less than a month or so, just by setting up a lead capture system coupled with an effective follow up system.

For those without web sites, I’m inclined at the moment to refer them to There at least they would get a top ranking web site and a video to capture their viewers attention.  A hard to beat offer at less than $800.

But the real way to improve ones business isn’t just by capturing new customers, as important as that is. It’s by getting more business from your existing customers.  And that is where I intend to focus my offline business consulting.

And that’s one of the key topics I intend to focus this blog on this year.

Stay tuned.