When you think of advertising for a website, what comes to mind usually are search engines, link exchanges, seo optimization services, banner advertisements and mailing lists to mention a few, these online promotional methods play an important role in the success of an online business. however, an often overlooked strategy in generating awareness of your site is offline advertising using traditional methods for promotion which can be an incredibly powerful means to drive traffic and increase brand credibility.

The more chances your target market has of seeing your web address, the more likely they are to visit your website. By recognizing the value a website can bring to your business and marketing it effectively, you are giving it the best chance to succeed. This will not only increase traffic but could also generate new sales and increased revenue as a result of the information and services you offer online.

Some of the most effective offline advertising methods worth investing in to drive people to your site are print media, promotional media, signage, TV and radio. All have the power to promote your online presence effectively but all will require effective graphic design which will promote a uniform and professional branding identity with the use of logos, colour and style unique to your business that will reinforce brand and encourage customer loyalty, This brand identity will be the cornerstone of all your marketing and promotional activity creating a positive impression and familiarity which will be key to growing your ecommerce business.

Print media offers many methods of marketing your site from telephone directories and newspapers to supermarket receipts but some of the most cost effective mediums to begin with can be got at your local colour printing shop such as letterheads, postcards, business cards, compliment slips, leaflets, posters, envelopes, invoice/delivery stationery, calendars, menus and vouchers. You should ensure by first requesting a proof that your web address stands out clearly and is legible. No matter which method you choose, there are some guidelines you can follow to turn your potential customers into online consumers. Offer special incentives for visiting your site, more information, discount coupons, reduced prices when using online ordering are a good start. This will make your customers feel like they will actually gain something from checking out your website.

Promotional media and signage includes everything imaginable and presents a wide choice of options for exposure ranging from fridge magnets to trains, but some of the most commonly used are vehicle advertising, banners, caps, T-shirts, mousemats, stickers, pens, exhibition display stands, keyrings, mugs and large colorful outdoor signs. It is also a good idea to strategically use this method of advertising to coincide with events such as trade fairs and shows associated with your business by promoting your site with ideas like t-shirt giveaways and the fact of having your sign written vehicle parked outside.

If you really want to splash out, radio and television are a very effective means of advertising and rates here vary with population and time slots, but in the case of radio it is important to include your name, address, telephone number and selling message but be sure to ask listeners to visit your site and repeat your URL often. In the case of TV advertising make sure your URL is prominently displayed in your commercial to account for large and small screen sizes. Similarly, for both television and radio advertising, just like print tell them what they'll gain by visiting your site.

These are some of the more popular methods of offline promotion but they are by no means exhaustive, some other economical alternatives are having your web address on your answering machine, computer screensavers and using local community information boards, but any offline idea that is properly targeted, imaginative and memorable will generate traffic, produce sales and increase profits for your business.

(c) Copyright 2006, Tim McCarthy. All rights reserved.

D-Signs, Tralee, County Kerry, Ireland.
Signs, Printing and Display