About Marketing:

Great Offline Advertising
Techniques for Website
Promotion

Having a Website is mandatory if you want to succeed in business. Unfortunately, a Website on its own will not make any difference for you, unless you support it with offline advertising and real world promotion.

Maintaining great content and some search engine optimisation are vital to generating traffic online, but that is a long-term process. The gateway to success is a combination of offline and online efforts to market your business and advertise your products. The best part of offline advertising is that it requires no technical knowledge - just some creativity and social skills.

Offline advertising starts with your friends

Most business people try to separate their work life from their family life. The last thing you want to do on weekends and evenings is to talk about your work. Unfortunately, this is not the best approach.

Develop and use your elevator pitch

If you run a business, it is in your best interest to make sure all your relatives and friends know exactly what you do. Once they are aware of how you operate, they will not hesitate to recommend you to their contacts. This is also a very good way to develop and practice your elevator pitch.

Find a way to describe what you do in simple, easy to understand language, and use every opportunity to mention your business in conversation. Make your pitch memorable, interesting and short.

Offer Incentives to get people talking

You can greatly stimulate word-of-mouth advertising by offering incentives for generated business. It is a very efficient practice with relatives and friends. Offer them some money for every generated lead, and they will remember to mention your name at every opportunity. If you do not want to pay them, give them some discount coupons to pass along.

Be active in your community

There are many ways to promote your business in your local community. You can sponsor your kids' football team or art display. That way, not only you will have great fun and spend some quality time with your children, but you will also receive recognition in your area and word-of-mouth marketing.

Use the Potential of Simple Things

Advertising space is usually quite expensive when you consider media like radio, newspapers and television. It would be foolish to invest big money in such advertising, when there are plenty of opportunities to advertise your Website around you.

The first thing you should do is put a Web address on your storefront. It should be clearly visible on your window display. You would be surprised how many people pass your place of business every day on their way to work or school. They do not have the time to go inside, but they will visit you online during their lunch break.

Promote Your Website on Paper

Start with your business cards. You should give them away every day to your future customers. Have your Web address and e-mail address included in your contact information. You can even add some links to your social profiles on Facebook, LinkedIn, Hubforce or Twitter. People will be more likely to check your offers online than to call you. It is also a good idea to add an online discount code on your cards to motivate people.

Remember to include your business cards in every new correspondence-people will probably throw away leaflets and everything that resembles an ad, but they tend to keep business cards for future reference.

Everything that leaves your business premises should promote your Website and your brand, including your letterhead, paper bags, invoices and envelopes.

Use Your Phone

Every time someone calls you, they should be reminded about your Website. Include it on your voicemail and on your "hold" music. Mention it each time somebody asks you for a pricelist or contact details. Visiting your Website should be the best way to obtain up-to-date information about your products, prices and processes.

Give Products to Generate More Business

Another great way to advertise your business is to give away small gadgets for everyday use. Start with pens and cups, or explore more creative options, like pen holders or customised calendars. You can also print your Website address on t-Shirts and give them to important customers. Make them funny and memorable-nobody wants to be a walking billboard, but people like to draw attention to themselves, so be creative. Use services like Cafepress.com to design and order great, inexpensive gifts.

Be Visible on the Road and at Home

Use your car to promote your Website. You can have it painted or attach a magnet with your branding and Website address. This way, you can turn traffic jams into marketing events. If you use your creativity at the same time, you can generate some word-of-mouth marketing. Make sure your signs are clean and readable. With today's technology, people don't write things down, but they use mobile phone cameras to make notes; they should be able to capture your entire message with one photo.

Once you have the car working for you, it's time to put some branding decals on your body. Print some funny t-Shirts with your logo and Website address on the back and wear them to casual meetings, barbecues and family gatherings. People will ask questions, and you will have an excuse to remind them about your business.

Advertise Your Website on Different Media Channels

You probably think that TV, radio and newspapers are quite expensive to use for advertising. You are right, but there are more creative ways to get exposure without spending money. These methods work even better than regular advertising because people have learned to ignore anything that resembles an ad.

Take Advantage of Radio Shows

Radio stations often engage listeners in discussions. Use the opportunity to call in, and plug your Web address during the introduction. You must be polite, and do not overdo this, or the radio station will cut it out. Don't let people recognise your real motives, and add something interesting to the discussion.

You can also take advantage of radio by approaching street interviewers. They are everywhere in city centres, especially on weekends. Most people try to avoid them, but you should not be shy and use such opportunities to plug your Web address and your brand during the radio interview.

Press as Your Way to Recognition

The press is now pickier than ever, so the chances of your submission making the headlines are slim, but sending regular press releases to all newspapers will improve your chances. Editors and reviewers are people too-they might not publish your article, but they might be interested in your product.

Small newspapers have problems with good, original content. You can use that opportunity and offer to write a column about your area of expertise for free, in exchange for a small plug mentioning your company and how to contact you under every article. After a few interesting articles, readers will start recognising you as an expert in your area.

Have Something to Say

If you are friendly, open and talkative, use it to promote your Website and your business. Take part in local events as a speaker and presenter. Everyone has something useful or funny to say. Think of something that will make a good impression on your audience, add some humour, and you will receive positive recognition from your community.

Joining interest or discussion groups is also very effective. You can establish great, friendly relationships with people from all walks of life. Even if they are not in the market for your products/services, they might know other people and recommend you as a friend.

Engage in Dialogue with Other Businesses

Don't pay too much attention to your competition. Focus on the companies that offer services or products that complement yours. Exchange discount coupons with them, so you can recommend their services to your customers and receive the same in return. You can combine marketing efforts with non-competing companies, sharing advertising space and its costs. Some things might be rather difficult or expensive on your own, but with a group of likeminded people, you can achieve so much more.

Network in a Meaningful Way

Networking is a great way to advertise your Website. Attending networking events is a smart move to bypass your competition. There are several rules to keep in mind, if you want to network effectively:

• The aim of networking is to establish meaningful business relationships, not to directly sell your products.
• All people are worth your time, even if they are not in the market for your services or products, because they have plenty of friends who might be.
• Networking events are the first step, not the last-make sure to follow up and schedule further meetings with the people you meet.
• Be a good listener and pay attention to everything other people say-this will distinguish you from everybody else.
• Networking is about making a great first impression and giving something by which your acquaintances can remember you.

Use Direct Mail Wisely

One of the most common ways to advertise is to send mailshots with your offer. Unfortunately, this method is not very effective, and people become annoyed with all the spam that lands on their desk every day. Most people turn to other advertising because of that, instead of addressing the real problem.

Direct mail can be very effective when done the right way. If you put some effort into writing letters that are personalised (really personalised!), you will get great results. Instead of spending large sums of money on postal services, use that money to pay someone to write a few extremely well-targeted and personalised letters. Pick your targets carefully, and your response rate will go through the roof. Treat your potential customers as close friends-be honest and engaging. Wait a few days after sending the letter, and follow it up with a friendly phone call.

Be Refreshing in Your Advertising

There are many more ways to promote your Website offline, and this is the real battlefield for all companies. Your imagination and creativity are the only limitations. Entrepreneurs discover new ways to promote their businesses every day. To create real buzz around your company, you can:

• project your business name and Web address on a building during late hours
• print bookmarks and put them in the right books at the public library
• ask in internet cafes to put your logo and Web address on their screen savers
• pay street performers to plug your brand into their artwork
• use corkboards in shops and offices to promote your Website
• generate more ideas using your imagination and resources

Use every opportunity to promote your Website, and be consistent. Sometimes, results will be delayed. If you wish to learn more about effective advertising techniques, book a free consultation with us, and we will offer you invaluable, personalised advice.