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Strategies For Integrating Your Offline Marketing With Your Website (Excerpted
from A Simple Guerrilla Marketing System For Creating Measurable
Online Results... in 28 Days or Less! In closing the segment on systems of follow-up, I want to underscore what Terry just said about actually picking up the phone from time to time. Sometimes we think that email is the only way to connect with people but email does have its limitations including challenges with spam filters and overflowing inboxes. Very often, especially on a higher ticket item or just to reconnect with someone, taking the time to pick up the phone is enormously important in terms of bonding with people and getting the results you're looking for. Step number five in our 28 day system is called, "Guerrilla Marketing Strategies for Integrating Offline Marketing With Your Website." The key here is to understand the concept of marketing combinations. And what that really means is understanding how one marketing strategy can connect and enhance another. For example, you could easily set up your voicemail to say something like, "I'm not in the office but please leave a message and feel free to download our free marketing articles at my web site: www.gmarketingcoach.com". This way you are using your voice mail as a marketing vehicle. Or consider the trusted classified ad. The purpose of an ad has changed in the last few years-- in the old days it was to close a sale, "Call here to order." Now it's "Go to my website to get more information." So really, it's the alley oop from offline to online. A fantastic offline strategy is to write a column in a magazine. When I was into psychology fulltime, I built my practice for almost ten years by writing a personal growth column for Chicago Life Magazine. My entire practice kept building every time I wrote an article. I always made sure to write a very relatable topic like "Breaking Through Your Barriers to Success" (www.breakingfree.com). Of course at the bottom of the article I would list my contact information including phone number. Many times subscribers would read the article and pick up the phone. If I was writing it now, it would undoubtedly have my web site and a free download. If you have a regular column, which believe it or not, is not that hard to get, you have a fantastic marketing opportunity. There are countless other offline strategies including putting up a billboard, advertising on cable TV (which is actually cheaper than you think) or purchasing a little promotional item like a plastic keychain with your web site and phone number on it. Then give it away like crazy so people have it in their pocket as a reminder of you and your business. Right now I have a pen/highlighter that says, "Guerrilla Marketing Coach" with my web site address. If you make something that people want to keep then bingo, they see your web site every time they use the item. That's Guerrilla Marketing.
(C) 2007 Mitch Meyerson |
