Although, most of your traffic will still come from search engines
and various online promotions, a little effort using traditional
media might also bring a large number of visitors to your website.
Reasons, why you should take offline promotion of your website
seriously include: Internet is increasingly becoming a part of our
daily life. However, still a big segment of the society - especially,
the elderly - don't spend that much of time online.
Traditional media is a good method of getting their attention.
If a person sees your printed advertisement with your URL in a year-old
magazine and gets interested in what you have to offer, he will
still be able to check out your website. Research shows that at
least four people browse through a printed magazine in its life
time. With planned media promotion, you can tap into particular
target market, which otherwise might not be that easy to do. For
example: if you sell car accessories through your website, a good
promotional channel would be a specific radio station that commuters
like to tune in.
Your offline promotion endeavor should combine advertisement, publicity
and promotional items. Advertising Once you identified the potential
target market that you would like to reach, you can try to communicate
with them using various advertising methods. Advertising is a paid
form of delivering message to broad range of prospective customers
through billboards, posters, print, broadcast media, etc. Each of
your advertising campaign should have a clear goal and carefully
crafted plan. Since advertising in some media forms is quite expensive,
without a well-defined plan you might waste your money for nothing.
Your advertising goal might include the followings: - Bring targeted
traffic to your website - Stimulate sales - Build brand recognition
of your website - Increase public awareness of your product and
services - Promote seasonal sales, clearance, etc. conducted through
your site. Once you established your advertising goal, you need
to clarify advertising budget, timing and media. You should set
your advertising budget based on your objective. In general, companies
set aside a percentage of their gross sales as promotional budget.
A new online business might choose to spend on advertising, amount
allocated in its business plan. Timing and scheduling are also crucial
factors in advertising.
Where should you advertise is a difficult decision, which should
base on a number of factors: Market reach What is the market segment
you would like to cover with your present campaign? Message Depending
on your goal, you have to choose the right message to communicate
with your prospective customers. The advertising media has to conform
to the selected message. Product and service that you offer through
your site B2B and B2C products and services are usually different
in nature and require different media to reach targeted market.
Budget The choice of media depends vastly on your budget consideration.
Major offline advertising mediums Newspapers Newspapers are very
popular media forms of advertising. If you are not planning to reach
out to the mass, classified sections of local newspapers should
be your first choice. Magazines Specialized magazines are good for
targeting particular interest group. If you sell golf accessories
through your site, you should definitely consider advertising in
one of the local golf magazines. However, ad spaces in magazines
are often quite expensive.
Radio Radio advertising is a good option, if your business is aimed
at certain social group like teenagers, housewives, drivers, etc.
This is also a relatively inexpensive way of delivering your message
to a certain community or locality. Television If the products or
services that you offer have mass appeal, television is an excellent
media of advertising. As the audience of a TV station changes depending
on the show aired there is a limited possibility of target marketing.
The ability to use audio visual scenes helps delivering certain
types of message to the audience more clearly than any other media,
which makes TV advertising highly effective but quite costly. Yellow
pages and other directories You should definitely add your business
along with your website URL to as many printed directories as you
can. Industry specific directories are good advertising media for
B2B businesses. Outdoor Advertising Outdoor advertising with billboards,
posters, etc. are effective way of reaching out to a certain neighborhood.
Since the exposure rate of billboards is very high - people often
take the same route to work, it is a great medium to create brand
Transit advertising Advertising on various transports, terminals,
subway are known as transit advertising. Like billboards with this
type of advertising you can target a specific route or area. This
can be a very effective way to get your message to blue-collar workers,
if that is your market segment. Direct Mail Excellent way of delivering
you message in the form of promotional letters, catalogs, flyers,
circulars, coupons, etc. to your prospective customers.
If you choose your mailing list correct, the exposure rate and
the response rate can be very high. Publicity Publicity is any form
of presentation of ideas, products, or services delivered by the
media themselves rather than as a paid advertisement. If your website
carries a really new message or unique and innovative products or
services, for you publicity will be definitely more effective than
advertising. People, often, trust news stories and articles much
more than they trust paid advertisements. Press release Newspapers,
magazines, TV and Radio are the main publicity conduits. Press releases
are the tool to get into these media. Whenever, you do something
with your online business, which you think is newsworthy you should
write a press release and send it off. The main idea of a press
release is to grab attention from a news editor so that he writes
a story on the subject. That's why follow the following rules while
writing a press release: - Keep it simple, clear and precise - Be
accurate in facts and figures - The news highlights should be expressed
in the first two paragraphs - The press release should have an eye-catching
headline - Tell your story from different perspective - The press
release should have less than 200 words - Mention your website URL
at least in two different places Business material and stationery.
All your business literatures, materials and stationery should
have similar consistent logotype and URL address. This is an extremely
effective brand creation method within the group of people those,
who one way or another, interact with your business. Promotional
Items Give away items such as Pens, coffee mugs, key chains, coasters,
calendars, sticky notes, etc. should have your company logo and
web address. Apart from building brand this also work as a daily
reminder for users of these items.
About the Author
Nowshade Kabir is the
founder, primary developer and present CEO of Rusbiz.com. A Ph.
D. in Information Technology, he has wide experience in Business
Consulting, International Trade and Web Marketing. Rusbiz is a Global
B2B Emarketplace with solutions to start and run online business.
You can contact him at mailto:nowshade[at]rusbiz.com http://ezine.rusbiz.com
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