Off-line Strategies for Web Site Promotion
The following tactics are fairly easy to implement. They are also some of the most important for small and mid-sized businesses because they have immediate impact with existing and potential customers.
The most basic rule for off-line web site promotion is to put your web site's address (URL) everywhere that you also put your business' phone number.
- Business Cards
- Business Forms
- Brochures
- Packaging
- Advertising
- Cash Register Receipts
- On Business Vehicles
- On Company Give-Aways
- In Employment Ads
- Yellow Page Ads
If you already have a lot of printed collateral around that needs updating print labels to adhere to your brochures, forms and envelopes. You can also have a rubber stamp made with which to imprint shopping bags and receipts.
Remember to put your web site's address on your automated company phone greeting.
Display your web site address on a large sign in your store-front window at eye level.
Print up low cost handouts to include with all purchases - and use them as note paper to jot down information requests for visiting customers.
Do you write an occasional article or sometimes get interviewed by trade publications, or do you have products or projects reviewed by the press? If so, be certain that the editor has your web site's address and ask that it be included in the published piece. This can drive a lot of traffic to some web sites, so bug the writer and editor about it. Let them know its important to you.
Using direct mail to announce the launch of your web site is a perfect way to reconnect with your past customers. A post card is all it takes to send the message and they're fairly inexpensive to produce. Print up extras and use them as hand-outs in your shop or at trade shows.
On-Line Strategies
Information about search engines is handled in separate sections of this web site. (Search Engine Optimization, What about Yahoo! and Pay Per Click Search Engines). But there are other valuable ways to promote your web site on-line.
Be sure that everyone uses their company Email address. Conducting business through an AOL or free Email account (like HotMail or Yahoo) is one of the quickest way to tarnish a company's credibility. Using your company Email address (yourname@yourcompany.com) makes you look bigger and more established. It also parades your company's name every time you click the "send" button.
Now, that you're using the company's Email address take things a step further and create a signature file (sig file). You've seen these at the end of many of the Emails you receive. They include a combination of the sender's name, title, business name, phone numbers, and web site address and can even include a short description company description. Take a few minutes to set up your Email program to add this automatically to every outgoing message you send.
- Microsoft Outlook Express users go to Tools > Options and then select the "Signatures" tab to get started.
- Netscape Communicator users will need to create a text file first (Use Microsoft Word and save as a .txt file). Then in the Email browser go to Edit > Mail & Newsgroup Account Settings where you can check a dialog box and select the .txt file you created.
A sig file can also be used when responding to message boards and news groups. Lots of industry related web sites have areas where people can ask questions and trade information. Applying your professional experience to help someone builds tremendous credibility and by including your sig file with your site's URL you'll lead them, and potentially other curious readers, back to your Internet doorstep.
Do you belong to any trade or community groups? Many have web sites that list links to participating businesses. These days, many Chambers of Commerce have web sites. Check the individual sites for rules on how to submit your site. Its usually as easy as sending them an Email.
Do you regularly add new items to your product line, run sales promotions or specials? Or do you offer classes, seminars or events for which people need updated information? If so, help your visitors keep up to date by offering to alert them via Email. Its cheap, easy and a great way to keep your business in the minds of your customers. So, be sure to request your clients' and customers' Email addresses. Businesses that currently offer newsletters or other regular mailings should look to distribute electronically via Email too.
Through your advertising and in-store promotion direct people to log-on to your web site and print out a coupon, view special pricing or enter a contest. This is a great way to launch a new web site.
