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Advertising Basics! Pt.3
"How can offline promotions
benefit my online business?"
This is the last segement on "near free"
marketing strategies.
VII.
Advertising Mediums
Advertising can be as simple as
placing classified ads in your local newspaper or as grand as purchasing
television advertising slots. Although these mediums come at a higher
cost, they should not be discounted entirely. Lay out your marketing
plan to include future marketing in these areas when your budget
allows.
- Classified Ads
Place small classified ads in your local and city newspapers and
include the URL of your website.
- Yellow Pages
If you purchase display advertising in the Yellow Pages, be sure
to include your URL.
- Flyers
One page flyers advertising your product or service and including
your URL can be printed cheaply and left on car windshields or
distributed via letterbox drops in your local area.
- Local TV Guide
Your local TV guide can be a good place to advertise cheaply if
your product or service is of particular interest to a local geographic
target audience. Again, be sure to include your URL.
- Radio Advertising
Radio advertising can be an excellent buy for many small businesses.
Call the sales department of several radio stations that target
your demographic. Be sure to ask about rates for different times
of day and package deals.
- Television Advertising
You're not going to be able to afford the high price advertising
exposure that's offered by the likes of ABC or NBC but you may
be surprised at how affordable advertising on your local cable
channel can be. Contact the sales department of your cable provider
for details. This type of advertising is particularly effective
if your product or service is oriented toward a specific geographic
target market.
- Direct Mail
Mailing lists of various sizes are available for rent or purchase
for direct mailing your offer to prospective customers.
- Press Releases
Press releases can act as a form of de facto advertising. Send
your press release to the editors of print periodicals. There
are several "free" online press release sources, but
your exposure may be limited to a link back to your site. For
best results you should research companies that can provide you
targeted lists.
NOTE: Make sure the list provided is up-to-date.
You can waste a lot of time and money sending your promotional materials
to invalid addresses.
VIII. Every Chance You
Get
Last but not least, getting the word out should
be a daily habit.
- Telephone
Every time you answer your business phone be sure to give the
caller your website address so they can find out more information
about you and your business. Make sure your website address is
included in the message recorded on your answering machine.
- Mail Inserts
Include a small insert promoting your business and your website
in every piece of mail that leaves your home or office.
- Word of Mouth
Finally, perhaps the most effective and under-appreciated tool
of them all word of mouth. Talk about your business and your website
at every opportunity and encourage your customers, friends, family
and colleagues to do the same. You would be surprised at just
how many businesses out there owe their success to little more
than word of mouth referrals.
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. 1
Economically promote your business online and off
· Article Submission
· Guest Speaker
· Stationery
Advertising Basics,
Pt. 2
· Promotional and Free Items
· Printed Material
· Networking
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