Chatting with my BFF the other day about how best to convince small business owners and restaurateurs that online marketing was worth paying money for. The conversation went something like this:
Me: Well, I dunno… perhaps that over a year ago 63% of all American consumers across every demographic looked online first before making a brick and mortar buying decision. Most of the folks we’re talking to are targeting a higher end demographic, and it’s a year later, so that number has to be much higher………
BFF: I didn’t ask you why they should be online. I’m talking about how to convince them within their existing worldview why this is worth spending money on.
Me: The money is online.
BFF: But are they going to see value in spending money online?
Me: (insert scream of frustration)
It’s seriously this bad. In small businesses and restaurants and boutique hotels across America, folks have their heads stuck in the proverbial sand.
I hear things like the following:
“I know we’ve got to do it, but I just don’t have time.”
“I just don’t see the value in it.”
“Well, I just spent $90,000 on new merchandise, so that website upgrade to allow me to make my own frequent updates to my website…that sounds good, but it will have to wait until next year… I just don’t have the money for that right now.”
“Well, I’m in a contract with the local lifestyle magazine, and I’m running some cable advertisements and sales have been really down lately, so I just don’t have the money to invest in online. I know it would work, but I just can’t afford it right now.”
How about this, Mr. small business owner? What if you could spend half per month what you spend for an ad in the local lifestyle magazine, and you could track feedback, gain market intelligence – and oh yeah, sell more stuff and know that it was a direct result of this marketing effort? Would you do it?
Would you spend the same amount if you could get that kind of measurable results?
If you wouldn’t – then why are you in business? Because it seems like you’re only there to support the dinosaurs. As for me, I’m going to stay in business by selling more stuff. Online.
Photo Credit: blakeimeson
Ugh! I see this all the time in my local area! I’ve been dying to reach out to my favorite salon (because their online presence is non-existent, yet it’s totally where their customers are RIGHT NOW), but I just don’t know the right approach.
I tested the waters by sending a very short, casual facebook message to a local small business owner…and I haven’t received a reply…in THREE WEEKS. I would help these people for FREE, but I guess they need to realize they need to first try and help themselves.
Thanks for sharing your rant!
Don’t despair, Kimberly! Help the leaders be leaders and the rest will likely follow their good lead. Help the leaders in your community jump ahead so the others can have a lead to follow. Let us know if we can help you!