Initially, the appeal of doing business online was that you can automate your marketing and make money while you sleep. It’s been oversold because what the online experts don’t tell you is the effort it takes to get the 24/7 structure working consistently, sustainably, and profitably. In the end, it ends up being a “real business” because you have to build it like a real business. The cost
So… when offline businesses think of adding an online component, they may be shocked to discover how much is actually involved with pulling the technologies together and then building an audience. When you look at all the moving pieces, you may wonder, is it really worth it? And the answer to that is … maybe.
Depending on how mature your offline business is, it may be time to think about extending your reach and connecting with existing customers and new ones online. It’s literally impossible for the average brick and mortar business to have that many opportunities for engagement because it demands too much of the customer. Customers want portable convenience, instant access, 4-second load times, news and entertainment at their fingertips. It’s not convenient to get in the car and go
Let me give you an example. I have been in
Commuters can literally use up three or four hours a day going to a destination and then returning home.
Yes, this all sounds magical but it’s not because living your life online can be lonely. Thus, I spend money to go work in a co-working office and to be around other technologists and founders. Human beings need to be with human beings and that’s where the offline experience wins, hands down.
To truly maximize your profit potential, abandon the restraints that go along with an either/or paradigm. Instead, think in terms of leveraging the best of both online and offline marketing. Many of the online experts have refined this model to eventually build 7-figure businesses by hosting live events. It’s true, this doesn’t happen overnight but it’s worth preparing for that kind of business model because the online touchpoints increase the value of the offline touchpoints.
This is a side note … Something very exciting happened today in my email inbox. I received an invite to a virtual meetup on the Zoom video conference platform. I am doing
In closing, I’d like to ask you, to get creative and think about how you can create a blended experience within your business? Maybe, just maybe, that online/offline model can work for your business, too.