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With all the talk of the importance of search engine
positioning, online directories, keyword metatags and publishing your
own ezine, you might be forgiven for thinking that the online world is
the only one that matters when it comes to promoting your online business.
Only occasionally will you see something like "and don't forget about
offline promotion too".
Why do I need to engage in offline promotion when
I'm promoting an online business? The reason is simple. The concept of
a paperless office is all very well, but your potential customers live
in an offline world. To get their attention, you need to reach them where
they live.
Here's how:
STATIONERY
Every item of stationery that leaves your office
is an opportunity to promote your website. Make sure your website address
(URL) appears on every single piece of stationery including:
- business cards
- letterheads
- envelopes
- address labels
- fax cover sheets
- invoices
- receipts
PROMOTIONAL
ITEMS
If you have promotional items ( pens, magnets,
stickers, etc) make sure your URL appears prominently and it will be a
constant reminder to visit your website.
PRINTED
MATERIALS
Printed materials are a great way to generate (especially)
repeat business when included with product orders. After all, your existing
customers are already predisposed to deal with you so make sure you take
the opportunity to promote your entire line of products and/or services
to give them a reason to return.
Here's a few ways:
Coupons
Coupons are great to use as incentives for future purchases. Offer a range
of coupons including percentage off orders (for example, "10% off
your next order of $20 or more"), free shipping or free items (for
example, "buy one, get one free" type offers).
Coupons can also be used to generate new business
by making them freely available. For example, if your business is educational
software, make arrangements to have a supply of "30 day free trial"
coupons made available at your local school.
Gift Certificates
Gift certificates are good because they allow your customer to share their
discovery of your products and services with friends, family and colleagues.
To be effective, especially in connection with services, a gift certificate
needs to have a tangible dollar value to the recipient rather than merely
offering to redeem the certificate for a particular service. This is because
the referral customer probably has no conception of the dollar value of
your service.
The potential customer can, however, readily appreciate
the value of a "$30 toward your purchase of $60 or more" gift
certificate.
Product Sheets
Product sheets are a way for you to make your existing customer aware
of what *other* products and services you offer in addition to those they
have recently purchased. This need not be any more elaborate than a one
page price list, but it can be as extravagant as a glossy product page
replete with photos if your budget permits.
Brochures
Brochures are an effective way to create a professional image and promote
your products and services at the same time. Give them to prospective
customers for a quick overview of your business and to give them a reason
to visit your website for more information.
Distribute your brochure whenever you get the chance:
carry them with you wherever you go and hand them out whenever you hand
out your business card. Mail your brochure to current clients to inform
them of additional products and services that they may be unaware you
offer and to prospective clients sourced from rented mailing lists.
Also, get permission to leave a small stack of
your brochures in places where potential customers are likely to congregate
such as doctors' and dentists' waiting rooms, etc..
Another good idea is to send your brochure to the
editors of your local and regional newspapers together with a letter advising
of your availability for interview as a local expert in your field.
ADVERTISING
Advertising can be as simple as placing classified
ads in your local newspaper or as grand as purchasing television advertising
slots. Here's a few ideas:
Classified
Ads
Place small classified ads in your local and city newspapers and include
the URL of your website.
Yellow Pages
If you purchase display advertising in the Yellow Pages, be sure to include
your URL.
Flyers
One page flyers advertising your product or service and including your
URL can be printed cheaply and left on car windshields or distributed
via letterbox drops in your local area.
Radio Advertising
Radio advertising can be an excellent buy for many small businesses. Call
the sales department of several radio stations that target your demographic.
Be sure to ask about rates for different times of day and package deals.
Press Releases
Press releases can act as a form of de facto advertising. Send your press
release to the editors of print periodicals.
NETWORKING
Any local community offers ample opportunity for
networking. Each networking function you attend is an opportunity to publicize
your business and your website. Consider the following:
- local Tourism/Business groups
- local industry groups
- school functions
- social events
- charitable organizations
- community clubs
- public speaking.
EVERY
CHANCE YOU GET
Last but not least, getting the word out should
be a daily habit.
Telephone
Make sure your website address is included in the message recorded on
your answering machine.
Mail Inserts
Include a small insert promoting your business and your website in every
piece of mail that leaves your home or office.
Word of Mouth
Finally, perhaps the most effective and under-appreciated tool of them
all word of mouth. Talk about your business and your website at every
opportunity and encourage your customers, friends, family and colleagues
to do the same. You would be surprised at just how many businesses out
there owe their success to little more than word of mouth referrals.
Successfully promoting an online business requires
a sound understanding and methodical application of the principles of
online marketing and promotion.
But to focus on online methods to the exclusion
of offline does only half the job. Give due attention to offline methods
of promotion in conjunction with your online promotional efforts to ensure
the widest possible coverage of ALL of your potential markets.
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