Marketing Your Business With Newspaper Advertising Is Still a Good Idea

If you look around at the thousands of people calling themselves marketing consultants you see many of them concentrate almost exclusively on the internet. Many of them even go by the name “internet marketing consultant”. There’s nothing really wrong with that, because the web is important for generating business, and it really can’t be ignored.

That said, a lot of people (both marketing consultants and business-owners) are missing the point, because the main thing to keep in mind is how much money your business is making, and that means profits. A lot of marketing consultants seem to think the most important thing is to use the latest technology or the latest internet fad, which at the moment is probably “social media marketing”. They talk about social media as though it’s a cure for everything, as though simply getting a Facebook account is all you need to generate business.

In fact there’s very little evidence (if any at all) that posting on Facebook, and using Twitter has any real effect on your bottom-line. It has some, sure, but not as much as many people think. And in many cases it can’t even be tested, so there’s no way to know if it’s bringing in business or not. Even worse, posting on Facebook or spending time on Twitter can be costing you money. Despite what many people say, social media is not “free”, because it takes time, and time is money. So unless you know for sure your tweeting and your Facebook posting is bringing in new customers or making sales, you could be losing money, not making it.

People who say Facebook and Twitter are the be-all-and-end-all of marketing in the modern age are suffering from what is known as “shiny new object syndrome”. They pick up on something new, and forget the old. In fact, many new marketing consultants and business-owners never even knew the “old”, the methods of generating business before the internet, and this can be a real mistake.

As an example, an acquaintance of mine over in Australia runs an insurance business, and he knows about marketing, and what works, especially in his business. He does use the internet to generate sales leads, but he hasn’t forgot some tried and trusted methods of bringing in business. For instance, he regularly runs advertisements in his local newspaper, one which covers his city. On average the ad costs him about $2,500, and on average he gets about $25,000 worth of business from it, or a ten times return on investment (ROI).

He knows how to write ads that get results, but even so it’s a story worth remembering the next time you’re tempted to put your faith in Facebook or log in to Twitter. In short, the internet isn’t the only game in town, and probably never will be. People still read newspapers, and respond to good ads, and that’s the way it’s going to stay for the foreseeable future.