When you think of marketing activities for an e-commerce store, the things that probably come to mind are SEO, PPC, email campaigns and blogging. It’s true that these online methods are important to long-term success, but the channel that’s just as important is the offline one. Marketers are continually faced with the challenge of bridging the gap between offline and online mediums, creating a converged approach to reaching customers at all touch points. Mobile plays a huge role in this communication process, but traditional offline marketing, mixed with online calls to action is still extremely effective at customer acquisition and conversion. Here are a couple simple ideas for promoting your online business.
- Business cards. Many e-commerce store owners don’t feel the need to print materials like business cards, but the truth of the matter is, business cards are still relevant. For all the offline activities that you do – visit a grocery store, go to a ballgame, see a movie, sit in a waiting room, etc. – these are all opportunities to meet and network with potential customers. It’s an old adage that says “a smart entrepreneur never leaves home without a business card”, but it’s still true today. The more business cards you pass out to family and friends, the more opportunities you have to reach new customers. After all, your inner circle is your strongest support system, and one that will promote your business in a positive light.
- Direct mail. Printed mailers can be a smart way to reach a targeted audience. For example, e-tailers like DSW shoes send a postcard mailer to customers who haven’t shopped online recently. This type of “We miss your business” communication can be effective at reminding and re-engaging your audience. Include some type of incentive to get them back to your store, or use a personalized approach to send them to a section of your site that is most likely to resonate with them.
- Promotional products. Just as a business card can direct potential customers to your site, so can promotional products. If you are in the b2b e-commerce business, and sell something like office supplies, stationary or personalized products, send a sample to select customers with your company’s URL on the item. Oftentimes, people are more visual, so seeing an actual product sample can take the guesswork out of ordering. Many e-commerce stores do this around the holidays to promote their services and stand out from the competition.
- Printed collateral w/ QR codes. The only thing easier than typing your URL into a search engine is a simple one-click QR code scan. A QR code can be added to any flyer, poster, ad or business card to drive offline traffic to a specific page on your site. Some QR codes can be managed so that the content can be changed as desired, while others create unique QR codes with static content. The cost to create the code is free, and most smart phone devices already have this app built-in. QR codes can be great ways to provide coupons or to run a contest.
Although the face of business is changing – through e-commerce stores and mobile apps – traditional marketing still plays into this mix. By looking at the marketing strategy holistically, e-commerce store owners can identify offline opportunities in which to drive traffic to their online stores.
