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Section:: Miscellaneous Articles < Archives > |
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Go Offline for Online Profits It's 3:30 am and you're up munching on chili-cheese tater tots, trying not to fall asleep on your keyboard, and wondering what else you can possibly do to get more visitors to your site. Sound familiar? The chili-cheese tots at three o'clock in the morning might be a bit of a stretch (except for those of us who are 7 1/2 months pregnant), but I'd wager something very similar has gone on at least one or two nights at your own home office. Staying up late, doing all you can to drive traffic to your site so you can realize your dream of making a living online. You've submitted to search engines, started an opt-in newsletter, negotiated reciprocal link agreements, secured ad space in several ezines, launched your banner ad campaign, and everything else you can think of to drum up traffic. What's your offline strategy, though? "Offline? My business is ONline; why would I promote offline?" Your business may be online 24/7/365, but your potential customers are not. If you don't have an offline promotion strategy, you aren't doing all you can to drive business to your site. Ready to get started building your offline campaign? Well then, let's do it. USE YOUR URL (NOTE: If you don't have your own domain name, it's time to get one. Aside from lending credibility to your online business, you'll see in this tip and in the ones that follow how crucial it is to have a short, simple, easy to remember URL.) Make sure your web address is on any paper correspondence that leaves your office: letterhead, envelopes, business cards, invoices, coupons, gift certificates, receipts, brochures, flyers, FAX pages...everything. It's been my experience that people keep paper correspondence around a while for reference. If your URL is included on yours, it's like the customer has an offline "bookmark". PROCURE FREE PRESS We all love advertising that doesn't put a dent in our bank account, right? Developing and distributing a press release can result in lots of free publicity for your business, which in turn, can generate substantial traffic to your site. A favorable mention in a local newspaper or TV news program helps boost your site's credibility and can do wonders for your bottom line. If you don't want to write and send your own release, you can hire a professional to handle the job for you. DrNunley.com offers an affordable alternative to "doing it yourself", as does InternetNewsBureau.com. TAKE FULL ADVANTAGE OF TRADITIONAL ADVERTISING Any radio, newspaper, magazine, or television ads you purchase for your business ought to include a reference to your site. While you may not be able to afford a Super Bowl spot, you might just be able to swing a local cable TV commercial, newspaper ad, or radio spot. Check ad rates for print magazines of interest to your target market as well. If those options exceed your current budget, consider classified ads. The rates are usually very reasonable. And don't forget to include your URL in your yellow pages listing. This is another great way to get your message and web site address in front of lots of folks. WORD-OF-MOUTH WORKS! One of the best sources of referrals available to you doesn't cost a dime: word-of-mouth. Consider how many items you've purchased based on the word of a trusted friend. Always encourage your clients to refer their friends, family, and colleagues to your site. If you provide a high-quality product/service, most of them will be more than happy to do so. You can also take advantage of the various opportunities for networking that exist locally and regionally. All you have to do is invest a little time and effort to locate events that can serve as marketing tools for your business. You may be able to address a group of local business people, sponsor an event, or offer a free workshop. You'll be providing a valuable service and at the same time, making contacts and forging relationships with folks who may develop into customers. Be creative and discover ways to get the word out about your site; it works! Many successful online businesses owe their achievement in part to offline promotion. Submitting to search engines and directories, ezine advertising, banner campaigns, etc. are all important in attracting visitors to your site. However, don't neglect the power of offline promotion to generate online results. About the Author Jennifer Johnson owns jBanner.com. She specializes in providing high-quality banner design at a price small and home-based business owners can afford. All articles published on EthanCote.com are copyrighted by their respective author. They are not to be taken without the consent of the author. |
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