1 – Add your Web site and Email address to all your printed materials.
Don’t underestimate the value that your own correspondence can have in promoting your Web site, even to established customers. You put your mailing address, phone and fax numbers on your stationery and business cards, why wouldn’t you put your email and Web address on as well? Consider the other paper your business produces, as well, such as order forms, purchase orders, etc. Get your Internet info on these, too.
2 – Add a P.S. to your correspondence, announcing your site.
Busy people read correspondence quickly, sometimes giving the barest glance to letterhead and ignoring contact details until they need them. So even if you’ve printed new stationery with your Web and email addresses on it, people may overlook this information. Therefore, promote your Web site by announcing your new Internet presence in a P.S. to your correspondence. People are likely to read a P.S. because it looks short and often contains useful information. Plus, because it’s part of your letter, it’s more likely to be viewed than in your letterhead.
3 – Announce your site on your voice mail.
Again, remember you’re providing your customers and contacts with an alternative method for getting in touch or getting information. A customer calling for details about one of your products or services can do their own preliminary research by turning to your Web site if they hear the address on your voice mail message. This way, you’re maintaining the customer’s interest in the product even while you’re on the phone!
4 – Collect email addresses from ALL of your contacts.
Any time you take down details for contact – for orders, general inquiries, whatever – ask for an email address in addition to their phone, fax, etc. This signals to the contact that you are “online” and may cause them to ask about your Internet details. (And even if they don’t you can – and should – provide them yourself!) The other benefit of doing this is that it builds up a database of email addresses, which you can make use of during Internet marketing campaigns.
Remember that many users will be reluctant to provide their email addresses because they fear you’ll sell it to a bulk email marketer, and their Inbox will soon be filled with junk mail. Be sure to tell customers you won’t do this, and tell them exactly what you will use the address for. Again, be sure to mention your website and the benefits it can provide.
5 – Create and use a powerful email signature.
Just like paper correspondence, your outgoing email messages should promote your Web site. In addition to your name, your email signature should contain your Web and email addresses, your phone number, and possibly a promotional slogan.
