Marketing your Web Site Offline

Written by Lee Micai on August 31, 2010 – 1:04 pm -

You should not always rely on search engines for heavy traffic. Many more people are visiting websites for which they have seen the web address in writing. Why do you think so many television commercials these days always include the web address of the product they are promoting? The key thing to remember is: Anywhere you post your company name, post your website address along with it.

Some other ideas tbusiness-cardo advertise your website offline:

  • Letterhead AND envelopes
  • Personal brochures about you and your company or organization
  • Your resume
  • Newsletters sent to your clients (either email or in print)
  • Signature tag of all email messages (no matter to whom they are sent… friends, family, colleagues, etc.)
  • At the end of your voice mail/answering machine message (i.e., …. “and be sure to visit my website at www.yourbusiness.com”.
  • Fax cover sheets (many people forget this one!)
  • Flyer on free local bulletin boards (grocery stores, discount chain stores, shopping malls, dry cleaners, etc.) – print a flyer on bright yellow paper detailing your web address and your company. BE SURE to include your email address as well as your telephone number! Tack the flyer to bulletin boards all over your town. Keep a supply in your car for handy access.
  • Magnetic car signs (many office supply companies will make these for you at a very reasonable rate)
  • Neighborhood directories
  • Bus stop benches
  • Printed on mouse pads (give one to your clients at Christmas or on their birthday instead of sending flowers)
  • T-shirts (white T-shirts can be imprinted with a one-color design for a nominal price). Think about how great it will make you feel to see YOUR web address “walking around town”.
  • Business card (As simple as this sounds, it is often overlooked)
  • Your business sign

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7 Ways to Make your Website Effective

Written by Lee Micai on August 20, 2010 – 10:32 am -

Everyone always asks how they can make their website more effective. Here are some key points that you should focus on in order to be more successful on the Internet and with your website.

1. Find A Role For Your Website

The single most important tip is to decide on what role of your website should play in your marketing program before you order it.  Do you want to educate the market about your products? Provide a 24-hour information resource for current customers? Showcase your products? Generate requests for literature and leads? If you set objectives and stick to them, your website will be a success.

2. Offer The Reader A Compelling Reason To Contact YouWays to Make your Website Effective

Turning a website visitor into a customer is the most-overlooked aspect of web-based marketing, even on the biggest commercial sites. You want those who visit your website to buy. The easiest way to accomplish this is to engage them in a two way dialog, so you can market to them on your own terms. Get them to volunteer their name so that you can inform them of specials, product upgrades, events, and new products via e-mail or regular mail. How do you get them to volunteer their name? Offer them something! A free catalog, a free quote, a free analysis, a free reprint of an editorial article — anything your buyers might find of value. Other methods might include weekly drawings for free gifts (T-shirts, free product, etc.), or other promotional giveaways.

3. Get Right To The Point

People are not patient. Studies have proven that people will read long ads and marketing materials, but only if it’s clear there’s “something in it” for them. Be concise. Be quick. Be interesting. Don’t beat around the bush with long introductions or unrelated information. Tell your customer what they want to know and they’ll stick around for more!

4. Focus On Your Audience

Remember, your website should appeal to the interests of your audience, no one else matters! Focus on your target audience and put yourself in their shoes. If they’re interested in your product because it saves them time, then focus on convenience; don’t start your pitch with a laundry list of less-important features. Focus on the key benefits of your product and leave the details for later.

5. Market Your Website

Would you open a sales office in a distant city and then not tell your clients in the area that it had opened? Of course not. Think of your website as an automated sales or service office on the Internet and let your “universe” of potential buyers know that it’s available to them. Put your web address on your stationery, business cards, ads, brochures, and other sales materials, use a rubber stamp if necessary.  Be creative! For example, send out an “birth” announcement on a postcard. You should also remember to keep your domain name easy to remember. There shouldn’t be any dashes or numbers if it isn’t necessary. The general rule of thumb is the name should either be the company name or something that will be so easy to remember that if you gave your business card to someone and they lost it, they should still be able to find the website.

6. Make Your Website Useful

Make sure the information your prospects or customers want is available. For example, websites are ideal ways to disseminate the latest information about your product. You can include specifications, case studies, success stories, white papers, or testimonials. And don’t forget to include important contact information like your toll-free ordering line, customer service number, or how to get technical support. Make people want to come back to your website, make it “sticky”. It should be updated continuously, with events and news. Your site should also give them the incentive of coming back (e-mailed newsletter, product specials, contests, etc.).

7. Make It Easy For Viewers To Respond

You’d think this was obvious, but it’s overlooked far too often. You absolutely must make it easy for a reader to express their interest in your website. Plaster your 1-800 number across it, make sure there’s a link to your e-mail system, and treat visitors with the care you show any other prospective buyer. I have seen sales-oriented websites that never once listed a phone number or a “click to send e-mail” button.


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5 Picks from last week (August 2-6)

Written by Lee Micai on August 9, 2010 – 9:52 am -


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5 Picks from last week (July 26-30)

Written by Lee Micai on August 2, 2010 – 11:51 am -


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