Marketing for the Small Business Techno-phobe – Part 1

Do You Hate Learning New Technology?

Me Too!!!

For those of  you who answered the question with a resounding “YES”, you may think I am kidding when I say I hate the tech learning curve too.  After all, I have developed a program specifically designed to use technology for marketing.


That’s right.  There are few people who struggle with technology more than me.  However, I am gifted with the ability to see trends in marketing.  I have had this gift long before the internet changed all the rules.  I used my marketing gift to sell display advertising for the Conroe Courier in the 1980’s.  People were getting results from their ads because they listened to me then.

NOW – it is more important for small business to hear what I have to say than ever before.  Not only are newspaper ads impotent for generating new business, almost all “push” advertising “interruption” marketing is worthless for generating a company revenue.

Update on Marketing Terminology

When I wrote about push advertising and interruption marketing in the last paragraph, I am fully Man frustrated with head on computer aware that many of the readers will be lost by the terms.  So let’s take the time for a few definitions.

  • Push advertising is when you are developing an ad to ‘push’ your product or service.  A few short years ago, push advertising dominated the budget of most small business.  It was really the only way to get new leads other than cold calling on the phone or knocking on doors.
  • Interruption marketing is any message directed to a prospective consumer when the consumer is doing something else.  This type of marketing includes pop-up ads on websites, display ads on the Google search pages, television and radio ads and any other promotional message you didn’t opt in to receive as a consumer.
  • Permission marketing is when the consumer exchanges their name an email address with a company for something of value.  The item of value may be a report, an eBook, an informative newsletter or a free appetizer on your Birthday each year.  Although you have the right to unsubscribe at any time, you gave the company permission because you wanted something from them.
  • Referral marketing is an outstanding way to get known, liked and trusted.  Generally it is done with face-to-face interaction and relationship development.  This way of growing a business has been time-proven since the beginning of commerce.  The only drawback is that it takes a lot of time to develop such deep and lasting relationships.  In the digital age, we can develop a similar level of trust with potential customers by taking the route of inbound marketing.
  • Inbound marketing usually depends on permission first, but it serves a completely different purpose.  Much of the permission marketing reaching our in boxes is promotional in nature.  Smarter businesses honor the contact information by furnishing useful, relevant and valuable information to the consumer.  This type of  ‘marketing’ is all about developing a relationship of trust with the consumer.

I am a firm believer in both the methods and the philosophy of Inbound Marketing.  It may sound new and innovative to some.  The truth is the buyer has demanded to be served in this way.  If you hold to the old traditions of push and interruption methods of obtaining customers, you are probably seeing a drastic decline in sales.

We’ll talk more about technology in the next post.

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