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Get the most from your
small business website—Part 3:
WEBSITE OFFLINE PROMOTION
Not just on web pages.
Online promotion of your website is important. But don’t overlook the offline part. It is just as important!
Make sure your website URL appears in all printed literature. This includes things like business cards, letter head, newsletters, and fax cover sheets. Your website URL belongs right next to your organization’s “snail mail” address and phone number. Don’t forget to add your website URL to your organization’s main voice mail message.
Use your printed newsletter to announce the launch of your website and any major changes you make to it. You should have something in every newsletter that highlights additions or a resource on your website.
Writing an article for a publication? Ask that your website URL appears with your name or bio at the beginning or end of the article. Be sure to add your website URL in the text of all press releases you write. And, when talking with the press, remember to mention your website URL.
The telephone, too—and where else?
Make sure everyone answering your organization’s main phone line and email address knows how to say the website URL. Everyone in your organization should also know what information is available via your website. It’s not helpful to your organization if staff stumble over the website URL or can’t describe what’s available on the site.
Prominently display your website URL. Put it on all your organization’s signs—in front of the building where you are located, trade show banners, etc. Your URL also belongs on things like t-shirts, posters, buttons, and any other items given to the public. Make sure your URL is as large as possible on the item so it’s easy to read from a distance.
To be successful in Internet marketing, you need to realize that it’s a never-ending, integrated process. New websites and online discussion groups come and go. Track new sites, with whom to link, with regular searches. Look for new lists on which to announce your organization and its service. Marketing efficiently and effectively online requires involvement from as much of your staff as possible. They need to immerse themselves, at least to some degree, in using regularly using the Internet as part of their work.
(Go to: Part 1—Website done. Now what? • Part 2—Website Online Promotion)
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