Is It Worth Using Offline Marketing To Promote Your Online Business?
The answer is a resounding yes! This aspect of promoting your online business is
often overlooked so how can you offer your products/services off line? There are three main areas to consider:- Direct Mail/Postcards Newspapers/Magazines Voice BroadcastingDirect Mail/Postcards
This is a very "tried and tested" method of advertising and can be subdivided into three categories:-
Direct Mail
This involves sending some sales literature through the post to your targeted audience. There are many companies (known as brokers) which specialise in providing lists of people who have bought or shown interest in products/services in your particular niche. However you should select the company you use with care as there are some sharks out there.
Please bear in mind that this can work out rather expensive when you take into account the cost of "renting" a list, stationery, postage etc but you can obtain some very effective results.
You normally have to rent a list containing a minimum number of names. Note that I said "renting" a list from a broker NOT buying. There are normally very strict rules about how you can use the list so read the small print!!
Postcards
Basically the same principle is used as the above but it is cheaper from the printing/ postage view point. However you obviously have far less room to make your sales pitch so normally the postcard is just used to create initial interest and get the receiver to visit your website or request further information Your heading is very important therefore.
Postcard Decks
What is a postcard deck? It is a pack of loose postcards normally sealed in a plastic type wrapper which is distributed to a mailing list of prospects. Mostly they are sent by magazine publishers to their subscribers. The advantage is that this is a relatively cheap way of distributing your postcards although the sheer volume of cards can distract your potential client from actually reading your offer. Again because of lack of space on the card (although both sides are usually used) it is only suitable in raising awareness and the reader has to either visit your website or send off for more information.
Newspapers/magazines
One of the best ways of advertising in newspapers or magazines is to get an article (or press release) published but here we are concerned with paid advertising.
For most people starting out the only real option is classified advertisements. Once you are very successful then you can consider the full page ads!! The prices charged for classified ads vary enormously depending on the newspaper/magazine used. This is particularly noticeable between those with a large distribution and their smaller brethren.
As with any marketing, internet or offline, it is important that you target your potential clients by choosing the most appropriate medium. Don't advertise your car accessory in a health magazine or vice versa!! You may get some response but unlikely to be worthwhile.
Voice Broadcasting
Voice broadcasting is simply a pre-recorded message that can be delivered simultaneously to hundreds or even thousands of people via their telephone. The advantage is that as it is pre-recorded you can practice the message until you get it just right and then you submit a consistent story to everyone on the list. By using a list of leads you can call one time with a message and request anyone interested to visit your website or request a call back.
The drawback as far as I am concerned is that this method can upset a lot of your potential clients. After all to get out from a nice warm shower, race across the room soaking wet only to receive a recorded message doesn't put you in the right mood to consider their offer!! Also of course, certainly here in the U.K. you can opt out from receiving unsolicited 'phone calls so care must be used to establish that anyone contacted is NOT on such a list.
This article is only intended to give you a brief overview of the major off line advertising possibilities so please seek out further information on the internet for more in depth information.
To YOUR success
John Beaumont Internet Marketer
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