While the internet has become a household necessity for most, there are still a significant number of people confused and/or baffled by the ways of the world wide web. From the vast range and results of search engines to the various navigational functions and layouts of unfamiliar websites, there is still a large portion of your target audience that will only type web URL’s into their address bar to experience the web. So, if that population doesn’t utilize Google (or any other search engine for that matter), they don’t jump on Facebook or Twitter, and they don’t know how to operate a social networking forum, how do you get them to visit your site? The key is to have an outstanding offline marketing campaign which focuses on exposure of your website address.
Start The Campaign With You (And Your Company’s Materials)
Your killer offline marketing campaign starts with you! When people see your company material they also need to see your site address. They need to know and recognize that you have a strong online presence and reputation just through your business material. You have the ability to change your letterheads, envelopes, business cards, signature information, receipts, comment cards, surveys, and anything else that goes out with your company information. The trick is to make people picture your URL or blog address when they think about your company.
Continue the Campaign with Others (Newspapers and Magazines)
When it comes to newspapers and magazines, you have to realize that all of your competition is also either marketing or thinking about marketing within these publications as well. With that said, remember that it’s not about one-upping your competition, but it is about marketing more efficiently. My suggestion for the newspapers and magazines is to start as locally as possible with smaller ads, and volunteer as a guest writer for the paper to write articles weekly about your industry. This will establish a following among the loyal readers of the publication, but also demonstrate that you have a vast knowledge of your market. On top of the articles, organize a deal with the paper that at the end of each posting you will be able to plug your website (at least the URL). From there, expand to larger papers and magazines utilizing a similar approach.
Expand to Bigger and Better (Radio and Television)
Radio and television marketing can be some of the most targeted and efficient means of spreading your message throughout a target audience. They can, however, also be the priciest of the marketing methods. With that said, and just like we mentioned above with newspapers and magazines, start with local stations (for both television and radio). Test your various commercials, take measurements, and analyze the data to make sure that you are getting the biggest bang for your buck. When the campaigns are successful, start to expand to other stations and grow the marketing efforts.
End the Campaign with You (And What You Talk About)
I always say that everything (including marketing) begins and ends with you! So, this final offline marketing tip is very very simple: talk about your site! I know it sounds simple (because it is), but not enough people actually follow through. If you are attending a networking event…talk about your blog. If you are attending a dinner with family…talk about your blog. If you are anywhere that people are listening to what you have to say…talk about your blog. If you are anywhere that people don’t want to hear what you are saying…talk about your blog. The bottom line here, and I hope I have made it clear to you (let’s say it together) “Talk About Your Blog”.
Your offline marketing campaign for your blog can either be sensational or it can whither away like many others. Take the time to change your corporate material (envelopes included), write for local newspapers and magazines while organizing a bit of advertisement in return, step it up to television and radio, and just talk about your blog. Remember, your marketing campaign begins and ends with the effort that you exert.