Just because “old media” strategies aren’t on the Internet doesn’t mean they aren’t effective. A mixed media approach can be very effective.
Include Your URL on Stationery, Cards, and Literature. Make sure that all business cards, stationery, brochures, and literature contain your company’s URL and see that your printer gets the URL syntax correct! In print, I recommend leaving off the http:// part and including only the http://www.yourwebsite.com portion.
Promote using traditional media. Don’t discontinue print advertising that you’ve found effective but always be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, yellow pages etc. Use a two-step approach: (1) capture readers’ attention with the ad, (2) then refer them to a URL where they can obtain more information and perhaps place an order. Look carefully at small display or classified ads in the back of narrowly-targeted magazines or trade periodicals. Sometimes these ads are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. TV can be used to promote websites, especially in a local market.
Develop a Free Service. It’s boring to invite people, “Come to our site and learn about our business.” It’s quite another to say “Use the free kitchen remodeling calculator available exclusively on our site.” Make no mistake, it’s expensive in time and energy to develop free resources but it is very rewarding in increased traffic to your site — and a motivation to link to the site! Make sure that your free service is closely related to what you are selling so the visitors you attract will be good prospects for your business. Give visitors multiple opportunities and links to cross over to the sales portion of your site.
