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Although the vast majority of
website traffic is the direct result of search engines,
there are many offline marketing techniques that can be
used to draw customers to your website. The examples
listed below are but a few ways in which you can market
your online presence to an offline audience in an
inexpensive manner. Some of the examples listed below even
can be implemented at no extra cost!
Some of these ideas are
fairly common, but some are rather unique and I personally
have only ever seen them employed once, twice, or at most
3 times.
But why would I want to do
this? I already deal with these people offline.
Most businesses are not
open 24 hours per day, 7 days per week, 365 days per year.
Most websites, however, are available on a 24/7/365 basis.
Many people, especially
those with busy lifestyles, tend to use the Internet
during non-business hours. To give a few examples:
business owners will often check their emails and visit
suppliers' websites later in the evening; and consumers
looking to make a high-value purchase, such as a car or
house, will often research their purchases online in
advance well into the wee hours of the night.
Some of these techniques
will also generate new clients as well; the possibility
exists that you will attract a client whom you have had no
prior dealings with.
If you employ some of the
offline marketing techniques listed below, it could very
well be your site and company that they deal with first!
Include your website and
email address on your business cards and other print
marketing material. While this may seem rather obvious,
most businesses do not elect to do so, and it usually ends
up costing them potential revenue and profits as a result.
Let people know you have a method where you can be reached
and information on your company's products and services
can be found at any time.
Use your company vehicle as
a "billboard". Animals & Pets decals are a
relatively inexpensive way to advertise your company's
services. Depending on what you want, decals can cost
anywhere from approx. $20-$200 CDN, and will last until
you choose to remove them from your car or truck. The best
part is that every time you want to reach a new target
market for your advertisement, all you have to do is
drive!
Note: there are more
expensive decals available, but these are usually
combinations of text and artwork. The text portions of the
decals tend to be minimal in cost, as they are the simpler
elements.
Ask potential offline
advertising suppliers for an "ad study". Some
advertising suppliers have a method whereby they will
offer the advertiser a sample advertisement or placement
as a form of an "effectiveness" study. In
exchange, the advertiser agrees to reveal the full results
of his/her marketing campaign to the supplier. This isn't
something that very many companies do, but the few that do
are generally suppliers worth dealing with.
Incorporate your website
into face-to-face conversations and telephone calls. Your
customer may be looking for a specific product or service
which may be outlined on your website. Guide your customer
to that page and let them read the information over, being
prepared to answer and ask any questions that may arise
from said information.
More Ideas
Press releases. If you have
a new product or service, create a "media"
section for your website that outlines its details and
promote the hyperlink via press release to various mass
media.
PR Web is an great resource
for mass-broadcasting a press release to thousands of
newspaper, magazine, radio, TV, and similar media
managers---and it's free!
Promotional clothing. If
your business has "uniforms" or "staff
shirts", then including your website hyperlink on
these items is a great way to promote your business at no
extra charge.
Microsoft takes this
concept one step further; every time a user successfully
completes their OEM System Builder exam, they ship the
user a free Microsoft t-shirt via UPS with nothing except
for the Microsoft OEM website URL on the back.
Another creative use of
this concept is provided by ADAM Web Design client
Regional Shows, who used their online logo on the jersey
of a kids' baseball team as a form of sponsorship.
Other promotional items.
Pens, mouse pads, coffee mugs, baseball caps, and other
such promotional items are great places to include a
company website hyperlink.
Outdoor signage/signboards.
Catch the attention of people who are driving by your
place of business with your website URL along with your
company name, phone, fax, and common email (if any). They
may be driving by and not have time to stop in and visit
your business, but they may visit your website when they
have the time to do so to gather more information.
Note: be sure to check with
your local municipality to ensure that outdoor signage is
in compliance with its by-laws. Some cities and towns do
not allow exterior property signage.
A Tattoo. A tattoo? As
strange as this may seem, this is something that can be
very effective. Body modifications have the unique
property of being able to attract the human eye to them,
and a website URL tends to stick in one's mind as being a
rather unique idea for a tattoo. A friend of mine, when
she ran a small personal site, used to promote it in
exactly this manner.
These ideas should give you
a starting point for future offline advertising
creativity, as well as give you some ways to see a return
on your website investment with very little time, effort
or money. Good luck!
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About
The Author
Adam
Senour is the owner of ADAM Web Design, a
leading web design and development company
in Toronto, Ontario, Canada. |
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