The Real World Audience
When you first get involved as a website builder it’s easy to get immersed in the digital world and forget about what has brought you as far as it has. You’ve got this awesome Flash website and you want to get as many people as possible to come pay a visit (and hopefully buy something) and you’re anxious to see your digital campaigns start to kick in. But looking around at your offline marketing efforts, how can they help you get visits to your site?Here are a couple of ideas to consider:
1. Everyday Business Forms. Look at the pieces of paper that you share everyday with customers, prospects and vendors like fax cover sheets, invoices, credit memos, bid sheets and purchase orders. The sooner you can get your web address on these forms the better. Understanding that you don’t want to chuck your current stock of forms, think about having “sticky notices” printed and attaching them to these forms announcing the launch of your website. The more eyes that see that URL the better the branding.2. Stationary. Many times a small business will enter the digital arena and forget to add the web address and email on their stationary missing out on another excellent opportunity to build their brand. Ask a printer if they can “crash print” the website and email address on your stationary and business cards. This basically prints the information on existing inventory and instantly makes the piece a more viable marketing piece. Of course on future orders you want the info as part of the permanent design.
3. Existing Brochures and Leave Behinds. There is no good way to crash print tri-folds or 8 color marketing pieces. Think about using the “sticky notice” idea for these marketing materials. In fact you may want to set up a special page that offers some kind of discount for a first time online purchase and use that URL on the notice. After all, your marketing material is being distributed to prospects; why not grab them by running an online special. Just make sure that this page is blocked from search engine spiders so the rest of the world doesn’t have access to your special.
4. Existing Advertising. If you are buying ads, print or broadcast, make sure all future placements include your new website address. This is another great opportunity to offer a special or to give something away for free in exchange for a visit (and capturing an e-mail address) to your new site.
5. Your Office or Shop. Make sure you invite people to visit your site when they visit your place of business. Having the URL on a display window, or an invitation (complete with business card size pass out with address) on your countertop will reinforce your credibility and drive traffic at the same time.
6. Chotskies. You know what we’re talking about. All those key chains, calendars, mouse pads, pens, T-shirts and luggage tags that you give away need to have that URL on them as well. If you’re going to spend money on this stuff you might as well get the biggest bang that you can.
7. Signage. If your business has a sign, add the URL to it. It will make you look more modern and will help brand the site. If you have vehicles with signage, add the website to those as well. Don’t miss a legitimate opportunity to get your address in front of the public.
Your offline efforts are going to be pricier than your online campaigns but they can’t be ignored. In most instances you aren’t going to be adding any additional expense to your offline marketing budget just additional content.
Despite what some gurus may tell you, most people still live in the real world not cyber space. They still interact face to face with other humans, they still listen to the radio and watch cable and they still read their snail mail. You need to get your digital marketing tool in front of these real world people and using real world media can help you do just that.
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