Although the vast majority of website traffic is the result of search engines, many people forget about an important marketing idea called offline marketing. Offline marketing can be used to draw customers to your website. I am going to give you some ideas that I have used before and still use as well to promote my business offline.

Many of these ideas are common but some are fairly unique.

Before I start that i am going answer a question some of you have “I already deal with these people in everyday life why do i need to market to them?”

Many businesses are not open 24 hours per day, 7 days per week, 365 days per year actually very few are. However, websites are available on a 24/7/365 basis.

Many people, especially those with busy lifestyles, tend to use the Internet during non-business hours.

To give a few examples:

• Business owners will often check their emails and visit suppliers’ websites later in the evening
• Consumers looking to make a high-value purchase, such as a car or house, will often research their purchases online in advance well into the wee hours of the night.

Some of these will generate new clients as well and not just get them to find out about you; the possibility exists that you will attract a client whom you have had no prior dealings with.

If you employ some of the offline marketing ideas listed below, it could very well be your site and company that they deal with first!

• In just a few words, business cards. Many companies forget about these they are a prime aspect of offline marketing. Read our Business Cards Good or Bad? for more information on them.
• Use your vehicle as a “billboard”. Automotive decals are a great inexpensive way to advertise your company’s services. They will last until you choose to remove them from your car. The best part is that every time you want to reach a new target market for your advertisement, all you have to do is drive! Only problem with this is you have to make the text big enough to read for somebody doesn’t have to be on your bumper but still looks nice and professional.
• Ask potential offline advertising suppliers for an “ad study”. Some advertising suppliers have a method whereby they will offer the advertiser a sample advertisement or placement as a form of an “effectiveness” study. In exchange, the advertiser agrees to reveal the full results of his/her marketing campaign to the supplier. This isn’t something that very many companies do, but the few that do are generally suppliers worth dealing with.
• Incorporate your website and business into face-to-face conversations and/or telephone calls. Your customer may be looking for a specific product or service which may be outlined on your website. Guide your customer to that page and let them read the information over, being prepared to answer any questions that may arise from said information.
• Press Releases, If you have a new product or service, create a “media” section for your website that outlines its details and promote the hyperlink via press release to various mass media.
• PR Web is an great resource for mass-broadcasting a press release to thousands of newspaper, magazine, radio, TV, and similar media managers—and it’s free!
• Promotional clothing. If your business has “uniforms” or “staff shirts”, then including your website hyperlink on these items is a great way to promote your business at no extra charge. Even if you dont have the money to get “staff shirts” simply make on for yourself with the url, and something that stands out.
• Another creative use of this concept is provided by ADAM Web Design client Regional Shows, who used their online logo on the jersey of a kids’ baseball team as a form of sponsorship.
• Other promotional items. Pens, mouse pads, coffee mugs, baseball caps, and other such promotional items are great places to include a company website hyperlink.
• Outdoor signage/signboards. Catch the attention of people who are driving by your place of business with your website URL along with your company name, phone, fax, and common email (if any). They may be driving by and not have time to stop in and visit your business, but they may visit your website when they have the time to do so to gather more information.

Note: be sure to check with your local municipality to ensure that outdoor signage is in compliance with its by-laws. Some cities and towns do not allow exterior property signage.

• Draw. This is one of my most used offline marketing scheme because its simple, easy to do, and it is a fun way to advertise. Say your sitting at a restaurant waiting for your waiter to bring you your meal, maybe talking to friends or on the phone with somebody pull out a pen or pencil and if they like paper napkins or cardboard drink mats just draw on them with the URL to your website along with the name. Once you get up and leave the staff at the restaurant have to pick it up when clearing the table, at least i would hope they do. They will see your drawing even if its not very good they will see it and visit your website to get some more details.

Hopefully these ideas give you a starting point for future offline marketing creativity, as well as give you some ways to see a return on your website investment with very little time, effort or money.

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