Advertising
Internet Marketing Off-Line
That may sound weird, counter-productive, or just plain wrong.
You’ve got to figure that online marketing is the cheapest and most widely reaching form of advertising there is.
Well, I’m certainly not advocating that you abandon your online marketing strategy – that needs to remain intact.
What I would suggest, however, is that you think about all the ways to spread the word about your web site, brand, products, and your business in general . . . off-line in the physical environment as well.
One very effective tactic is to send direct mail pieces to your online prospects.
Many will give you their mailing address in exchange for a desired freebie or some other valuable offering.
I would also suggest you can go prospecting for interested customers by looking into the catalog of mailing lists that you’ll find at your local library or from SRDS. Their company info states:
“As the leading provider of media rates and data, we connect buyers and sellers through our sources that offer comprehensive coverage of traditional media – such as magazines, newspapers, television, direct marketing and radio – as well as today’s alternative marketing opportunities – such as online and out-of-home.”
You will find them (SRDS) HERE.
Concentrate on finding recently composed (fresh) lists that are very tightly targeted to your perfect customers.
Even the higher cost of targeting is worth the price if you are able to mail to “hot” customers that are apt to register themselves at your web site, or better yet, purchase a product or two.
One of the great benefits of direct mail is that you will never be accused of spam.
The worst that can happen with a dissatisfied prospect is that they toss your letter in the garbage.
Try this direct mail tactic sometime: offer your web site customers an incentive to provide you with their mailing address.
Then send them a direct mail piece that provides a lot of value and simply recommends one of your products as the solution to a problem that you had (and you know the customer now has).
Online and off-line marketing can work very effectively in tandem when they support and supplement each other.
It always helps your marketing effort to provide your message in as many different marketing mediums as you can.
Some other ways to market an online business offline would include fliers that you leave at local businesses (within the niche but not competing) that will direct prospects to your web site.
Or how about advertising your web products in local printed classified ads? They are typically not too expensive and your can direct interested buyers to your online business and possibly include a valuable freebie or discount on your products.
Or you might try the “nickel ads” pulp business brochures that are published every month. You might ad a special “introductory rate coupon” as an incentive to get new prospects to come to your web site and subscribe.
Or there may be opportunities for you to sponsor a community event, fair, or celebration. In return for your time and effort, you may be able to pass out coupons, fliers, or your business card, all listing your online URL to your web site. Local marketing can be a great way to brand your business in your home town.
Some online business owners will pay young people to put their fliers with “tear offs” which have their web site address on all the local bulletin boards in colleges, local libraries, grocery stores, bookshops, community and public buildings, etc, in an effort to get the word out locally about their business.
Some aggressive business owners have made themselves available to be interviewed by local media outlets (radio, television, newspaper stories, magazines, etc) as a way to brand their business and mention their online address so the readers and viewers will know how to find them if they have an interest in the niche of the business.
Really, the sky’s the limit when it comes to finding ways to market a digital business locally. In fact, any local marketing technique or strategy can easily be adapted to promote online business, products, and content.
To your online business success,
Steve Browne
www.stevebrownedirect.com