First, make sure that the website address is on every printed item that leaves the office. Fax cover sheets, brochures, checks, business cards, letterhead, invoices and even envelopes all have space for marketing messages, including one as brief as a URL and tagline. Include the web address in a discreet place on holiday cards, thank-you notes, etc.
Tips for Businesses With Brick-and-Mortar Offices
Put a sign advertising the company web address in the front window of each office or storefront. It may sound like a no-brainer, but few brick-and-mortar businesses are taking advantage of this opportunity. Even if the office is closed when a potential customer drops by, he or she can take down the web address and get some information online.
For similar reasons, mention the URL on the company’s outgoing voice mail or answering machine message. A business that has a recorded “on-hold message” that customers listen to while waiting for service should take advantage of that time to repeat marketing messages, including the website and e-mail addresses.
Businesses that use company cars or delivery vehicles should order customized magnetic signs or window clings with the web address and other contact information.
Use Coupons and Bill Stuffers
Discount coupons for a purchase from the company’s website or “real-world” store should always include the URL and a contact e-mail address.
When a business owner pays his or her own monthly bills, it’s a great opportunity to promote the business to vendors by including a "stuffer" with the web address on it — even if it's just a business card. A discount coupon works well as a bill stuffer, too.
Businesses that advertise in the local Yellow Pages should include a website address and contact e-mail in the ad. The same goes for print ads in the local newspaper, promotional magazines and other publications.
Experts differ on how many words to put on an outdoor sign or billboard and still achieve comprehension from drivers roaring past. But most marketers will agree that short billboard messages work better than long, wordy ones. “Yourbusiness.com” makes a succinct and intriguing message that a prospect can visually digest even while driving by. This option probably doesn't qualify as cheap, but it could be a very good investment for marketers who can identify a billboard in a well-travelled area.
Be Creative
Print the URL on promotional items like sticky notes, keychains, cups or mugs, pens and refrigerator magnets. Online marketers are often creative, outside-the-box thinkers; they can use that ingenuity in finding items that relate to their business in a memorable way.
In fact, online business owners are likely to find many more ways to attract customers to the web with offline marketing messages. TV and radio ads, community sponsorships, t-shirts for employees … the list is almost endless. The most important tip is to be creative and remember that an online business can draw customers from the offline world.
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