Ecommerce Experiment

Up to now, we have talked solely about online marketing, however it is important to include some traditional offline marketing in your campaign to drive traffic to your website and improve presence in the market place. Research shows that the majority of people visit a website after reading it in a newspaper or magazine or hearing it from a friend, someone at a meeting or on TV, hence why offline marketing is important for your online business.

 Advertise

There are so many adverts on the internet that people have learnt to tune them out and so placing ads on TV, print and radio can be extremely effective despite the claim that print media is declining. Also, offline advertising usually has something physical attached to it meaning people are more likely to remember it.

If you can afford it, advertising in national media will obviously have the largest reach however if you are running a small business, start with local media whilst building your brand and then move on to the national media once you are more established and making more money. There are plenty of local media stations that need advertising slots filled and won’t charge the earth.

Placing adverts in local or national print media can be highly targeted as there are now so many different publications out there. Choosing particular magazines which you expect your target demographic to read will almost guarantee traffic to your site providing your web address is clear. Often writing only the URL of your business in an advert is effective as it gains curiosity. This doesn’t require much space and the cost will be reduced.

Event programmes are an effective way to directly reach you target market. Search for relevant industry events for your field and advertise in their programmes.

The Yellow Pages and other directories can bring traffic to your site as more often than not people will check out your website before, or instead of, phoning.

Network

Talk about your business at any opportunity you get.  You will meet potential customers wherever you go  so anyone who asks you anything related to your business tell them your web address and always carry your business cards with the URL and email address on it. Attend Industry events and join networking associations and societies.  Choose carefully which events to attend – those where you expect your target demographic will be and announce your website address to all those you speak with.

Also, donating one of your products for a raffle at an industry event will act as extra publicity for your brand. The price of the product will be little in comparison to the exposure it will bring you.

Get articles published

If you can get an article published in a newspaper or magazine, you will get noticed by thousands and it likely won’t cost u much. Whatever your area of expertise, there will be an appropriate publication whose readers are in your target demographic. Make sure you include your web address with your name in the byline – not only will your article raise interest in you and your brand, but will also advertise your URL to every reader. The same applies for press releases, always include your web address.

Also, most local chapters of business associations have printed newsletters that are sent to all members. If you can commit to contributing an article regularly, it is a good way to get your web address circulating around your target demographic. Search all the associations in your area and choose the most relevant to your industry.

Put your URL on everything

Finally, put your URL on everything! Having your web address on things such as your vehicle and your uniform means everywhere you go people will see it. Also, it’s surprising how few companies have their web address on their company signs. Every person who walks or drives past your sign is a potential customer.