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This is the second article in a five-part series that details exactly what you need to market your website offline and make it a success.
One of the biggest mistakes many web marketers make is believing that they should only market their websites in the online arena. Certainly online marketing is integral to website success, but print marketing is exceedingly capable of producing outstanding results. The reason is two-fold: first, print marketing makes it very easy to reach your target audience (there's no spam folder in your physical mailbox). Second, most of your competitors probably are not engaging in print marketing, leaving you plenty of opportunity to swoop in and corner the market. Naturally, you'll need the proper print marketing materials.
Business cards - Business cards are a staple marketing tool; one that you leave with everyone you meet. They're also cheap to print, so make sure you always have plenty on-hand. You never know when a contact could lead to tons of business.
Postcards - Postcard-to-website marketing has proven to be one of the most successful marketing strategies in recent years. Nearly all of the largest online companies engage in postcard-to-website marketing because it enhances the level of personalization for customers.
Posters - Posters are perfect for branding your company and getting new website visitors you won't find anywhere else. Distribute your posters to gathering hot spots such as libraries, coffee shops and bookstores whenever possible. You can also post them on bulletin boards on job sites and throughout the community with permission.
Flyers - Flyers are extremely versatile tools for marketing your website. They can be placed on bulleting boards, counter tops, walls and just about anywhere else.
Booklets/guides - Write a useful guide that has value to your customers, and send them through the mail. If you're a web design firm, a booklet on how to plan your website would be useful to small business owners and would simultaneously lend credibility to your company.
Catalogs - You can additionally sell your products via direct-mail catalogs, still one of the best ways to market to consumers nationally.
Brochures - Like business cards, brochures are staple marketing tools. Print a brochure for each specific, well-defined product and service you offer and each sales situation (leave-behinds, follow-ups, point-of-sale, etc.). Then, print a branded company overview brochure. Make sure every potential customer has one!
Calendars - Everyone loves (and uses) free calendars. Try a different tip or image relevant to your customers each month for 365 day-a-year exposure.
Greeting cards - Many a business has reaped the benefits or maintaining close personal relationships with their customers. Greeting cards are a great way to foster business relationships.
Stickers - You've seen stickers everywhere: car bumpers, gas station pumps, walls, windows, doors, magazines, products and more. A simple sticker with your URL or coupled with a headline can drive more traffic than you'd ever imagine, assuming it's well distributed.
Newsletters - Print newsletters remain a great way to stay connected to your customers. Supplement your daily e-mail newsletter with a monthly print newsletter.
Other materials you should consider producing include door hangers, rack cards, table tents and a corporate identity package (complete with letterhead, envelopes, brochure, flyer, business card and pocket folder).