Being Online vs. Having Internet Presence

Keith McBride on July 25, 2013 in Marketing

Business owners often ask how they can take advantage of internet sites and social media to increase traffic to their business.  By now, most businesses are aware of sites like facebook and twitter, and maybe they’ve even explored Google Search Engine Optimization (“SEO”) to improve their visibility.  These options are attractive because the cost is practically zero, and everyone else seems to be using them.  (Note:  Me included, so please visit our facebook page, and follow us on twitter!)

The implication is that users must be getting some benefit out of social media, otherwise it wouldn’t be so widely utilized.  Right?

So, if you’re a business who is new to the internet and social media marketing, the question, inevitably, becomes:

How do I get the most out of being online to help my business?

Tough question.  Setting up a facebook page or a twitter account does not guarantee that anyone will see it.  After all, having a facebook page makes you about as unique as being listed in the white pages.   And when it comes to marketing, not only does your message need to be unique, but so does your strategy on how to reach your desired audience.

That brings us to Jason and Matt Tardy and the Freeport Theater of Awesome.  Yesterday’s Sun Journal includes this article about how Jason and Matt have shifted their approach from facebook blasts and discount offers on Groupon, to sites which focus on the specific audience they want to reach during this season:  tourists.

The article explains that Jason and Matt spoke with their audience members, and after a few mentioned seeing the Theater listed on the travel site, TripAdvisor, they took a new approach.  They began encouraging visitors at the Theater to review the show and the theater on TripAdvisor.  Their reviews and ratings climbed, and soon they were listed as the number one attraction in Freeport, even above L.L. Bean’s Outdoor Discovery School, and Wolfe’s Neck State Park.  Simultaneously, the attendance numbers at their shows continued to climb.

Anyone who has seen the Tardy brothers’ perform their audiobody show knows that they are unique and creative; most entrepreneurs, even those outside of the performing arts, need some degree of creativity to survive.  Matt and Jason have been able to get outside of the box (or in Matt’s case, the folding chair … inside joke for those who have seen the show) and apply this creativity to their approach to internet marketing.

Focus your approach.  Be unique.  Be creative.

(Many thanks to Peter Troast, whose conversation with me this morning about marketing also inspired these thoughts.)