Website Marketing: Distribution

This is the fourth article in a five-part series that details exactly what you need to market your website offline and make it a success. Attracting customers to your website takes more than simply taking out a pay-per-click ad and crossing your fingers. You need to blanket the marketplace with a versatile, repetitive campaign strategy that spans both online and offline environments. If you're on a tight budget, no worries - just remember that you'll yield a higher return on investment if you market to a small niche segment several times than if you blast everyone you can serve just once. Here are some tips for website marketing distribution:

Direct mail

A calculated direct-mail campaign represents an investment in profit and should be approached with dedication. Direct mail is one of the best ways to reach your customers, whether your business is online or off. And the secret to direct-mail marketing success lies in the quality of your list. Use the mailing list building tools at PsPrint to help you lay the foundation for direct-mail success. Website direct-mail marketing success also hinges on repetition. Don't settle for one postcard blast when you can focus on generating sales from a targeted group with repetition, visibility and versatility.

Here's a sample direct-mail marketing campaign for your website:

Week One: Send a brochure introducing your potential customers that espouses the virtues of your company and details how you can solve their problems or otherwise meet their needs/make their lives better. Week Six: Send a flyer or newsletter that highlights recent news about your company. Week 12: Send a booklet that details your service offering and includes case studies about the success past clients have had working with you. Week 18: Send a targeted calendar for 365-day, year-long visibility. Week 24: Send a direct-mail postcard that invites customers to join an e-mailing list or sign up for a special offer/freebie through your website. Week 30: Send a follow-up greeting card thanking your new customers/members for buying/joining and up the ante with another offer.

Advertisements and word of mouth

Word of mouth is the most powerful advertiser, so make sure friends, family and colleagues know what you do and are prepared to spread the word for you. You should consider handing out stickers and business cards to everyone you know for distribution. Place flyers, posters and advertisements in hot spots such as:
  • Yellow Pages
  • Newspapers
  • Magazines
  • Radio
  • Television
  • Billboards
  • Banners
  • Trade journals
  • Community bulletin boards
  • University, office, and industrial hot spots
  • Online

Following up

Test, track, and tweak your offline website marketing campaigns to identify what works.
  • Test different variations of your print marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment.
  • Track response rates and record who responds to further refine your target demographics.
  • Tweak your print marketing materials to cater to your audience.
Keep a database of customers and respondents, and evaluate recognizable trends so you can customize offers and make business decisions based on proven statistics and not assumptions.