Alternative media strategies

Just because "old media" strategies aren't on the Internet doesn't mean they aren't effective. A mixed media approach can be very effective to market your site on the web

Content:

Internet marketing: a mixed media approach

The Traditional Strategies

1. Include Your URL on Stationery, Cards, and Literature.

2. Promote Using Traditional Media.

A. Advertising: Use a Two-Step Approach.

3. Develop a Free Service.

4. Issue News Releases.

The E-Mail Strategies

1. Compose an E-Mail Signature.

2. Publish an E-Mail Newsletter.

3. Send Offers to your Visitors and Customers.

4. Rent Targeted e-Mail Lists.

A Mixed Media Approach

The Traditional Strategies

1. Include Your URL on Stationery, Cards, and Literature

This is a no-brainer that's sometimes overlooked. Make sure that all reprints of cards, stationery, brochures, and literature contain your company's URL. And see that your printer gets the URL syntax correct. In print, I recommend leaving off the http:// part and including only the www.domain.com portion.

2. Promote Using Traditional Media

Don't discontinue print advertising you've found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, etc. View your website as an information adjunct to the ad.

A. Advertising: Use a Two-Step Approach

(1) capture the readers' attention with the ad,

(2) refer them to a URL where they can obtain more information and place an order or ask for a brochure

Sometimes narrowly-targeted magazines or trade periodicals are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. Television is probably too broad for all but the most general product sites.

3. Develop a Free Service

A free service is very rewarding in increased traffic to your site, either on line or on the real word. Just make sure that your free service is closely related to what you are selling so the visitors you attract will be good prospects for your business. Give visitors multiple opportunities and links to cross over to the sales part of your site.

Let's assume that you are an architect and you invite your potential customer by saying "Use the free kitchen remodelling calculator available exclusively on our site." Wouldn't it be compelling?

4. Issue News Releases

Find newsworthy events (such as launching your free service), and send news releases to print and Web periodicals in your industry. Placing your website URL in online copies of your press release may increase link popularity some. You may want to use a Web News Release Service such as the free PR Web (www.prweb.com). However, opening or redesigning a website is seldom newsworthy these days.

E-Mail Strategies

Don't neglect e-mail as an important way to bring people to your website. Just don't spam. That is, don't send bulk unsolicited e-mails without permission to people with whom you have no relationship.

1. Compose an E-Mail Signature

Install a "Signature" in your E-Mail Program to help potential customers get in touch with you. Most e-mail programs such as AOL, Netscape, and Outlook allow you to designate a "signature" to appear at the end of each message you send. Limit it to 6 to 8 lines: Company name, address, phone number, URL, e-mail address, and a one-phrase description of your unique business offering. Look for examples on e-mail messages sent to you. For an example about email stationary click here.

2. Publish an E-Mail Newsletter

While it's a big commitment in time, publishing a monthly or bi-monthly e-mail newsletter is one of the very best ways to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. It also helps you collect e-mail addresses from those who visit your site but aren't yet ready to make a purchase. Ask for e-mail address and their first name so you can personalize the newsletter. You can distribute your newsletter using listservers such as Gammadyne Mailer, Infacta GroupMail, Topica Email Publisher , or Constant Contact .

Free Advertising

If you're just getting started you can use free advertising-supported programs, such as Yahoo! Groups (www.yahoogroups.com) and Topica Exchange (www.topica.com).

3. Send Offers to your Visitors and Customers

Your own list of customers and site visitors who have given you permission to contact them will be your most productive list. Send offers, coupon specials, product updates, etc. Personalizing the subject line and the message will increase the results.

4. Rent Targeted e-Mail Lists

Remember: Don't yield the temptation to send bulk untargeted and unsolicited e-mail. You'll pay a very stiff price in a ruined reputation and cancelled services.But the direct marketing industry has developed targeted e-mail lists you can rent consisting of people who have agreed to receive commercial e-mail messages. These cost $100 to $300 per thousand, 10¢ to 30¢ per name. Do a smaller test first to determine the quality of the list. Your best bet is to find an e-mail list broker to help you with this project.You'll save money and get experienced help for no additional cost.

Back to Top

Home • Site Map • Contact Us • Price List • Webmaster • Company Profile • Links • Add a Link