By Joy Gendusa
These days an internet marketing strategy plays a vital part
small business marketing strategies (or any size business
marketing strategies for that matter). Web site marketing is
important part of just about any business, small or large.
You can't put up a beautiful (or any) web site and hope that
people will just arrive. You have to let them know, IN EVERY
POSSIBLE WAY, that your web site is there. This HAS to be part
of any Internet marketing strategy you develop. This is
actually a basic marketing principle. Customers are not going
to look for you, you have to look for them.
Promoting your web site on-line and building traffic is the
subject of thousands of web sites, e-zines, books, courses and
seminars. Using the web to promote your site, however, assumes
that your customers are surfers. But there is a large
percentage of our population that is not as savvy with the
internet as we would like them to be.
So, what about the large percentages of the population who are
not? They will only find out about you through traditional
marketing and public relations media. This is particularly
if you serve a fairly local market. Fortunately these are the
easiest and cheapest prospects for you to reach off-line.
Key Off-Line Internet Marketing Strategies
Here are some of the ways to make your web site known (this
list was taken directly from the Traffic Building Volume of
Evoy's brilliant book, Make Your Site Sell! 2002:
• TV, print and other advertising
• Stationary and business cards
• Catalogs, fliers, billboards, blimps, etc.
• Direct mail (prominently on every document)
• Telemarketing (make it part of the script)
• News releases to targeted media.
The main principle, to which you can add all your imagination,
is INTERNET MARKETING STRATEGY INCLUDES ANY AND ALL MEANS OF
GETTING YOUR WEB SITE KNOWN AND VISITED BY TARGETED PROSPECTS.
Unless you have a high budget, the TV, radio, classified ad
route is not recommended but if you do run ads, be sure to
mention your web site everywhere. Make it part of your
Another guiding principle is that your off-line internet
marketing activities should make it easy for your prospect to
go straight to your web site. One of the best ways to market
your website off-line is direct mail postcards.
If your prospect sees your website on a billboard as she's
driving home, she probably won't look you up when she gets to
the office the next day.
This is not the only medium that has problems like this.
Newspapers are bulky, radio has to spell it out and like
most people are driving at the time. On the other hand, if
prospect is sitting at her computer and a post card comes in
the mail announcing your web site, she can just turn around
type in your URL and she's at your web site.
Now if someone is in the office reading a trade journal and
comes across an article about you in the magazine, it's not
difficult for him to copy your URL into his browser and pay
your site a visit.
I don’t mean to say that those other avenues won’t drive
traffic to your site, but it will take numerous impressions
repetition to get them to remember your address.
On the other hand, direct mail postcards are generally
at the home or office where a computer is present, and if
received somewhere else they are small enough to keep with you
until you can get to a computer. This way, your prospective
customer will be able to take the take right over to their
top computer, type in your address and go right to your site.
I have seen the greatest success in off-line web site
with direct mail, and specifically direct mail postcards.
About The Author: Joy Gendusa founded PostcardMania in 1998,
her only assets a computer and a phone. By 2004 the company
$9 million in sales and employed over 60 people. She
her explosive growth to her ability to choose incredible staff
and her innate marketing savvy. Visit her website at