Promoting your site
offline
A recent
survey by Interland, a Web hosting company, found that small businesses
are increasingly exploiting the benefits of the Web but are not integrating
online and offline marketing effectively. Survey respondents rated
Web sites as the most critical marketing tool (69%), while community
relations, e-newsletters, and direct mail held the middle ground (22-35%).
At the bottom of the list were Yellow Pages listings, newspaper ads,
billboards, and coupons (2-12%).
Small businesses are increasingly savvy about the cost-effectiveness
of Internet marketing but there is a disconnect between their online
and offline presence. Take the simple case of a Web address: While
88% of respondents include their Web address on business cards and
letterhead, the numbers decline for other print communications:
70% include it on brochures, 54% include it on receipts/invoices,
and only 53% include it in offline advertising.
Your Web address is as important as your phone number in terms
of connecting with your customers. Your Web site is your 24/7 storefront
regardless of location or your brick-and-mortar hours. Include your
Web address on all printed materials, including receipts,
coupons, packaging and bags, fax cover sheets, billboards, and print
advertising. You can also include it on your voicemail (so customers
can learn about your offerings even when your physical office/store
is closed), promotional items such as pens and keychains, company
cars, company uniforms and name tags, and in any broadcast advertising.
Basically, anywhere your logo or company name goes, your Web address
goes there, too!
The fact is that more people (particularly seniors and anyone younger
than 40) are looking to the Web for information about products and
services. If they don't see your Web address, they can easily find
a competitor who has one. If you cater to a local or regional market,
offline marketing will be your primary way of driving traffic
to your site and gaining more business. So promote your site through
offline channels to make the most of your Web investment!
Small business news you can use
A new monthly e-newsletter is in town! LiveWire
is a great resource, chock full of practical news, tips, events,
and Web sites that give you what you need to make your small business
a success. Published by the Bloomington-based South Central Indiana
Regional Small Business Development Center, it puts the wealth of
experience of SBDC resources at your fingertips. We're proud to
be a co-sponsor—sign up today!
VisoVerbo gallery online
We receive frequent feedback from Sparks readers about how much
you enjoy our VisoVerbo designs. Now you can review many VisoVerbo
designs in a new section of our portfolio: the VisoVerbo
gallery. We'll be adding to the gallery periodically, so be
sure to check back!
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