Advertising Basics! Pt.1

"Why do I need to engage in offline promotion when I'm promoting an online business?"

The reason is simple. The concept of a paperless office is all very well, but your potential customers live in an offline world. To get their attention, you need to also reach them where they live. Here's how:
With the Internet expanding daily, there is a plethora of information and advertising sources available. For the next few issues, we will look into some basic strategies that you can start implementing right now.

• Article Submissions
  
• Guest Speaker
  
• Stationery

I. Write an article that pertains to your particular subject matter and submit it to article submission sites.

To market your business, you first need to inform the populace that you are in business. Establish yourself as an expert in your field by becoming your own publicity and sales promotions writer. Submit your article to the category that best describes your theme and then follow the submission guidelines. Include at the end of each article your "resource box".

Your resource box sends readers to your website where you are selling your product or service. Include your name, title of your website, URL and a 1-2 line description of your website.

While your article may not be picked up by the masses for reprint - you are ensured a link back to your site. This boosts your rankings in the search engines and directories with "link popularity".

But don't just slap something together. Remember, you are an "expert" so take time writing your article. Proofread carefully. Make your words count!

Here are just a few article submission sites to get you started…

• Ezine Articles
• Idea Marketers

II. Guest Speak on talk or interview shows or at a local school or college.

This is actually easier to do than most people realize.
First, write a letter to the producer of these programs and then follow up with an in-person visit or telephone call. Your initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program - perhaps saving them time or money.

Here's a good place to start:

• AJR Newslink
  This site provides listings of radio and television stations across the United States and nationally. Search by state or category

III. Advertise on stationery and forms.

Most companies utilize stationery and business forms to conduct their every day business. Every item of stationery that leaves your office is an opportunity to promote your website. Make sure your website address (URL) appears on every single piece of stationery, including:

• business cards
  
• letterheads
  
• envelopes
  
• address labels
  
• fax cover sheets
  
• checks
• invoices
• receipts, and
  
• reorder forms

Another example is to hand out your business cards to friends and neighbors. Post your business cards on free bulletin boards in your area, including grocery stores, college bulletin boards, shopping malls and any place else you can think of.

Here are 2 sites where you can create your own business cards for free:

• 7 Print
  Create your own customized business cards for free with their easy to modify online template. Print your cards for free or pay just for the cost of shipping and handling to have them mailed to you.
  
• Vista Print
  Get 250 premium color business cards for free. Design your card online from over 36 templates. You pay for shipping and handling.

Successfully promoting an online business requires a sound understanding and methodical application of the principles of online marketing and promotion.
But to focus on online methods to the exclusion of offline does only half the job. Give due attention to offline methods of promotion in conjunction with your online promotional efforts to ensure the widest possible coverage of ALL of your potential markets.

Advertising Basics, Pt. 2
· Promotional and Free Items
· Printed Material
· Networking

Advertising Basics, Pt. 3
· Other Advertising Mediums
· Promote, Promote, Promote