Websites are like business cards: Everybody has one. So, how can you get customers to find yours among millions of others? Most recommendations about marketing a website focus on guess what? Online tools. Send e-mails. Send thousands of e-mails. Post to other websites. Register with search engines. Buy or exchange ad banners with other sites.
However, because most people spend most of their time offline, it makes sense to market your website offline, too. How many of these proven offline marketing tools are you using?
- Print your Web address everywhere. Never pass by an opportunity to put your website out there. Put the address on your business cards, letterhead, and invoices.
- Sign it. Put signs and banners in your office with your Web address on them. Some offices paint the website on their windows, too.
- Develop promotional material. Print your Web address on brochures and fliers.
- Advertise. Run ads in the newspaper and always list the Web address. Sponsor business events and include your Web address in the program.
- Use giveaways. Hand out pens, Post-It Notes holders, rulers, and calendars that stick to the side of clients’ computer screens so your address is right in front of them.
- “I’m not here right now.' Change your voicemail, to refer callers to the website if they can’t wait for you to return the call.
- Speak up. When a new or potential client calls and says, “Tell me about yourself or your agency,” refer them to the Web page, which lists your credentials, products, and services, and testimonials.
- Double up on mailings. When you send customers mailings or invoices, it’s easy to insert a sticker, flier or other promotion for your site for no additional postage.
- Write it. Produce or purchase an e-mail newsletter for clients and prospects. Have the articles stored on your site with a hyperlink from the e-mail to the article. If the article page is set up properly, the visitor can see the other products and services you have available.
- Get help. Link with non-competitors such as CPAs, attorneys, and real estate agents. This type of networking can be helpful to each of you.
Finally, bear in mind that your website does not replace other marketing. In the current and the future economy, your site legitimizes you and your agency.