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With all the talk of the importance of search
engine positioning, online directories, keyword metatags
and publishing your own e-zine, 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:
Local Businesses
Go through the Yellow Pages
and look for all the local businesses that might be
interested in your product or service. Call them and ask
to speak to the owner or person who is in charge of
purchasing.
Ask them if they would like
to sell or promote your product or service. Many times,
if they aren't willing to buy your product outright,
they will be willing to take it on consignment and sell
it for you. You'd be surprised how many will say
"Yes".
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:
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business cards
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letterheads
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envelopes
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address labels
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fax cover sheets
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checks
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invoices
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receipts
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reorder forms
Promotional Items
Tangible promotional items that people see or use
every day are a great way of keeping your name in front
of your customers and prospective customers. Make sure
your URL appears prominently and it will be a constant
reminder to visit your website.
Promotional items that lend
themselves well to this concept include:
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coffee mugs
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paper weights
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pens
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t-shirts
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calendars
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key chains
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magnets
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bumper stickers
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car license plate frames
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 around the traps. 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, local schools 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 with Screensavers
You must be asking yourself "What do
screensavers have to do with marketing my website?".
Well, it has plenty to do with it!
While you're away from your desk your
screensaver on your computer usually kicks in. You can
have the URL of your website going across your screen so
that any passerby can see it. This will create some
curiosity and get people to go to your site. Even if
they're not interested in your product, they may want to
take a look at what you offer. Better yet they will
probably tell their friends about the great site that
they just went to.
Remember, word of mouth is the best and
cheapest way to advertise your site! About 35% of
all new web hosting clients at our web site are from
word of mouth referrals from our existing clients.
If you want to put your URL as your
screensaver you can use the customizable screensavers
that come with Windows where you can type in any text
and it scrolls across your screen.
If you want to jazz it up a little and have a
screensaver that you can add images to, here is a link
where you can download a really good looking FREE
screensaver program.
www.joeltechnologies.com/PSinstall.html
More
FREE advertising!
One of the best and FREE advertising things
that you can do that requires no effort at all is adding
a signature at the bottom of each of your emails. With
most email programs you will be able to create a
signature that will automatically be added to every
email that you send out.
Creating a signature is quite easy. You can
add your name, email and most importantly a link to your
website. You can also add a little caption with
something like "MyWebSite.com, the best products on the
Net! Get a FREE bonus with your first purchase!".
Here is an example of an email signature:
----------------------------------------------------
Your Company Name
The Best Widget Company on the Net!
Get a FREE Bonus with your first purchase!
Phone 800-555-1212
www.YourWebSite.com
info@YourDomainName.com
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