Offline Activity that Drives Website Traffic

July 15, 2008

Because online marketing is newer than other forms of marketing, it is easy to think of them as two different worlds.  However, if you think of business being about relationships and providing value, that barrier breaks down right away.

The question is not whether online will work for you.  The very legitimate question is, Do you have the time and inclination to use online tools to extend what you are doing?

I do not do direct mail.  I don’t want to, and while I may be losing out on some clients, I do not care because I do not believe in direct mail as an effective marketing tool in most cases.

For many business owners, they have a website, but they do not believe in internet marketing.  That is fine as well.  It is your choice, and it is less about whether it works or not, and more about your inclination to try to do it right.

Something that is often lost is that online extends off-line.  Here are some ideas on how to use your real-world marketing and online marketing to form a great marketing alliance.

  1. Speech Teaser – When you give a speech, mention the limited time but let the audience know where to go on your website to find a video of 5 more secret tips.  Ideally it is after they sign up for the newsletter.
  2. Direct Mail – Go to the website and sign in to get your secret discount code – or to see if you have won a prize.
  3. Brochure – Expand your paper brochure with a website address that has video of your product, service, etc.
  4. Business Card – Don’t just list your main website.  List your blog or other resources.  Use the back of your business card to add value.
  5. Networking – When you have a chance to meet people and work with people, use sites like LinkedIn to connect and leave testimonials and endorsements.
  6. Cold Calling – When you call someone and they are interested in your offer, get their email and send them a link or two to video or resources that will interest them but not be too sales oriented.
  7. Print – Always have ways to get more information by visiting the website.  I recently saw a whole proposal done as a public blog to demonstrate the companies commitment to social media.
  8. Advertising – No matter what your advertising, they should be able to explore the topic more by going online.

If you are doing all of these things, you could say that you are doing Internet Marketing, you could say you are doing traditional marketing, or you could just say you are a damn fine marketer.

- Thank You!

Posted by Ron McDaniel | Filed Under Blog, Branding, Networking, Sales, Small Business 

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Comments

2 Responses to “Offline Activity that Drives Website Traffic”

  1. Melody Campbell, The Small Business Guru on July 15th, 2008 9:32 pm

    Absolutely, the line between off line / online is disappearing. One almost expects to see the one (off line) lead to the other (on line).

    One of my favorite off line tools is to send personalized greeting cards; and while I don’t usually put my web address in the greeting card it does create a warm relationship that keeps my customer open to hearing more from me on any level.

  2. Ron McDaniel on July 16th, 2008 12:15 pm

    That is excellent. I agree that greeting cards are excellent.

    Thanks

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