By:  Renae E. Gregoire
The Write Idea

If you’ve tried all the online ways to generate traffic (and even if you haven’t)—banners, pay-per-clicks, pop-ups and partnerships—and if you're looking for even more ways to drive people to your site, read on. I’m going to tell you some common and not-so-common ways to drive people in your local community to your web site. And since successful marketing is based on relationships, why not try building them right in your own backyard?

Before I begin, I want to point out that most of these methods will require that you take steps to publicize what you’re doing. You can literally give your product or service away for three days straight, but if no one knows about it, you won’t profit at all. The best way to get the word out about your offline activities is to make them interesting enough for the media, and let the media get the word out for you. I’ll quickly review press release points you need to know.

The Press Release

First, and most important, is to make sure you send your release to publications, editors and producers whose readers will care about your promotion. If you send a release about skin care to a business magazine, you won’t get published. Not only that, but you’ll find yourself on the editor’s blacklist; forever filtered from email, or having your releases trashed as soon as the editor sees your name on it. Also, actually read and review the publications, or watch and listen to the shows that you’d like to see your promotion mentioned on. See which editors or reporters actually cover your topic, and address your release directly to them.

Next, make sure the first paragraph is nothing but news. Don’t use adjectives like, “the best,” “excellent” or “first class.” News is supposed to be objective. Include who, what, where, when, why and how—and nothing more. When you’re writing, imagine that editors will only use the first paragraph of your release, and nothing more. Doing so forces you to be concise, and to include only the most important details of your promotion.

Keep your release to 1-page, or no more than 400 words. If it takes you longer to tell your story, consider not giving everything away at once. Instead, let your release arouse curiosity--whet the editors' and reporters' appetites so they become interested in finding out more.

Finally, follow the standard press release format. If your release can be published immediately, include FOR IMMEDIATE RELEASE at the top of the page. Include all contact information, such as day and evening phone numbers (you never know when a busy reporter will want to contact you after hours—if they can’t reach you right when they need you, chances are they won’t call back), your email address and website URL. If you carry a mobile, include that number too.

Attracting Prospects to Your Website

Now that you know HOW to get the word out, it’s time to come up with some promotional ideas to help drive offline customers to your site. Try to keep a steady flow of promotions running for increased name recognition, both in the media and in your hometown. John Smith may not visit your site, but if he hears or reads enough about you, he may remember your name and look you up when he needs what you’re selling.

1. Include your web address on all of your offline collateral. Business cards, stationery, brochures, and even your voice-mail message. Don’t let one piece of paper leave your office without your URL prominently in view. If you do a lot of driving, and if your URL is easy to remember, you may want to consider getting magnetic vehicle signs. You can order them online for $60 or so. Magnetic signs are a means of advertising that last for as long as the signs stick.
   
2. Position yourself as an expert at whatever you do by writing articles. Selling skin-softeners? Write a piece for submission to your local and regional papers. Call it something like, “17 Tips to Softer, Younger-Looking Skin.” Don’t mention your product directly, but point out that in addition to keeping out of the sun, a daily application of a soothing lotion with Vitamin E (or whatever is in your product) keeps the skin softer, longer. The important point here is not to sound like an advertisement, but to give the editors information their readers will want to know. You’ll get attribution, and readers will begin to recognize your name.
   
3. Create free reports or eBooks on topics of interest to your customers. Then publicize them by sending notices to local papers, posting notices on public bulletin boards, or by creating press releases. Either mail printed copies (which have your URL included), or drive people to your site by making it available for download.
   
4. Offer a free monthly or bi-monthly newsletter on similar topics. Again, publicize it locally, and watch your traffic increase.
   
5. Host a local contest, and promote, promote, promote! What kind of contest? Get creative! Are you a home designer? How about “Your Town’s Most Dysfunctional House”? Do you sell vitamins? Why not a “Name Our New Vitamin” contest? Sell web sites? How about “Your Town’s Ugliest (or Nicest) Web Site”? Either offer a prize yourself, or team up with other local businesses that can donate relevant prizes. Why should they? Why would they? The free publicity you generate will be worth much more than the prizes they contribute. Post contest details on your web site, and send press releases to all your local media outlets.

(One important point about contests—each state has legal requirements that you have to meet before starting. Save yourself time, trouble and fines by finding out what you need to do to comply BEFORE you begin.)

6. Host a free chat hour talking about your area of expertise. Publicize the event in your local papers, TV and radio stations to build traffic—and to enhance your credibility. Find free chat software for your web site online, or set up a room on AOL, IRC or other well known chat programs.
   
7. Partner with local brick and mortar outlets. No matter what you’re selling, you can find other local, complimentary businesses to work with. Maybe you can put your URL on their flyers. In exchange, you put their coupon on yours, or, post them on your web site. Do you sell hats? Why not visit local dermatology offices, and offer a percentage of each sale for carrying your line? Just think about what other businesses serve your customers. Those are the ones you want to try to partner with.
   
8. Conduct a survey, and publish the results. Surveys are a great way to get the word out about your product or service. No matter what business you’re in, you can ask your customers, associates or others in your field a series of questions, and then draw conclusions and publish the results. Conduct your survey on or offline, but post the results on your site and let the media know all about it. If you’re a sellers’ agent, for example, ask buyers what their number one stress factor is when buying a home. If you design websites, ask your customers to share what they feel is the most important tool they’ve found online. Ask something relevant to your business, and let others know the results.
   
9. Create a new holiday! Why not? Have you ever heard of Sandwich Day, sponsored by Ziploc Sandwich Bags? Or how about Foot Health Month, sponsored by Dr. Scholl’s? No matter what holiday you come up with, promote it, promote it, promote it! And put lots of information about it on your website so people can learn more.
   
10. If starting a new holiday sounds like too much work, take advantage of holidays that are already out there! For example, in October alone, you’ll can join along and get people to your site for more information on:

• Adopt-a-Shelter Dog Month
• Auto Battery Safety Month
• Computer Learning Month
• Cookbook Month
• Crime Prevention Month
• National Car Care Month
• And many more!

Find more information on unusual holidays and celebrations, type “holidays” into any popular search engine and you’ll find lots more information. Is June typically your slowest month? Try finding a June holiday to promote.

11. Make an unusual donation, publicize it, and set up a page on your site with all the details. If you sell hats, for example, why not donate some inventory to a hospital cancer ward? Not only will you be doing something good for people in need, but you’ll be promoting your business as well. Think about who needs your product or service, and then offer it for free to someone in need. Again, let the media know, and make sure your website has lots of information about the recipient of your good will, and the donation.

It's true that many of these promotional activities designed to drive traffic to your site take time. But when you’re just starting out, time might be the one thing you have in abundance. And the free publicity you'll gain is priceless.

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