As worldwide use of internet continues to boom, and competition increases, many small businesses are left to ponder whether they should invest their time, effort, and money into traditional marketing or focus more on digital marketing.
Here at High Level Marketing, we want to empower you to make the smartest marketing decision for your Tree Service business.
Let’s take a look at the two main marketing options, Traditional (offline) and Digital (online), and figure out what avenue is best for your small business.
What is Traditional Marketing?
For 50 years, when most people refer to marketing they're referring to traditional marketing. Traditional marketing, also known as ‘offline’ marketing, is a more physical, tangible medium. Think flyers and brochures, print ads in newspapers and magazines, billboards, bus stop benches, commercials on television and radio, etc.
Traditional Marketing Advantages: People are familiar with traditional marketing, and it has become common place in our daily lives. We see billboards on the side of the road, ads in the magazines we read, and hear radio advertisements on both satellite and terrestrial radio. The fact that these traditional marketing tactics are still used by the major players, says that they still do work.
If your audience in an older demographic, or you target a geographic area that isn’t a huge internet consumer base, then offline traditional marketing still holds a big opportunity for your business. Local newspaper inserts, mailers, door-to-door flyer dropping, placing signs on the lawns of recent customers; these are all tactics that can have a big impact on your tree service business.
Traditional Offline Marketing Disadvantages: Main three disadvantages of offline marketing are measurement, disruptiveness, and cost.
First off, it’s hard to measure the effectiveness of traditional marketing. Once you put up a flyer or mail out a brochure, it’s hard to calculate the number of people who actually viewed your content.
Also, traditional marketing is a static form of marketing. Once a person receives your brochure or ad, there is no way for you to follow up with them about your offer; no way for you to update it either. Instead, you have to wait for the consumer to take further action and contact you.
Considering how fast paced our society is, there’s a good chance the consumer won’t remember to follow up with a call to your business, no matter how great your marketing is.
Next, traditional marketing is disruptive in nature.
In other words, I didn’t ask to be a shown a billboard or print ad – it was just shown to me as I was going about my day. After 50 years in the advertising age, the average consumer now sees over 5000 ads per day.
What makes you think YOUR ad is going to stand out? It’s probably not, and especially when you’re a business that lakes a strong brand behind it.
Lastly, the cost of offline marketing methods is traditionally high. And worse, without the tracking abilities money is often wasted on tactics that simply aren’t working.
What is Digital Marketing?
Digital marketing is a new(ish) and constantly evolving medium; one that includes content marketing, search engine optimization, pay-per-click advertising, social media marketing, online advertisements, website design, email marketing, and many more.
As technology continues to evolve, we can expect this marketing method to adapt and change as well.
Digital Marketing Disadvantages: Digital Marketing can only reach consumers who use the internet. While that may seem like EVERYONE is online, older populations tend not to use or access digital resources as much as younger generations.
If your business’s goods or services specifically targets the baby boomer generation and above, digital marketing may not be as effective as those companies targeting a younger crowd.
Another disadvantage is just how many people are advertising online. Like our offline lives, our online lives are inundated with pop-up ads, Facebook newsfeed ads, video ads on Youtube, and hundreds of other instances of businesses vying for our attention. Paying to advertise online has gone the way of the newspaper classified ad, crowded and ineffective at best.
Lastly, some online marketing tactics are ‘one and done’ type advertising efforts. Pay-per-click and display ads may drive traffic to your website, but once they click (and you pay for that click) and land on your website you have that visit to convert them. You're not building any momentum for future online success.
Digital Marketing Advantages: While digital/online marketing is the easiest to track and most cost effective, the biggest advantage for a tree service business marketing online is the lasting effects it can have on your business website.
When you engage in online marketing tactics such as content marketing, social media marketing, website optimization through effective SEO, and email marketing, you’re building a foundation for future success.
While they take longer to take hold, these methods have a snowball effect online.
They all aim to increase your search rankings in Google, the holy grail of online success.
Considering 97% of consumers use the internet when researching local products/services, investing in your Tree Service businesses’ online presence is the best way to ensure a long-term, successful marketing strategy, and gain the business you deserve.
We’ve worked with dozens of tree service businesses to develop an effective website that drives traffic and converts sales leads! Check out our portfolio here.
Contact us today for more information on how to build a modern marketing strategy for your business.