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Issue 1 > The two worlds of marketing.

The two worlds of marketing.

Jay Conrad Levinson considers effective marketing, online-and-off.

Once you have even the spark of a notion to market online, let that spark ignite thoughts of how you'll promote your site. Have the insight to know this means thinking imaginatively about two worlds.

The first is the online world, where—all in a quest to make your site part of the online community, an internet landmark to your prospects, a not-be-missed feature of the web—you'll think in terms of:

• Multiple links to other sites.
• Banners leading to your site.
• Search engines directing browsers to your site.
• Postings on forums alerting onliners to your site.
• Chat conferences heralding your site.
• Recommendations of your site by internet powers.
• Emailing to parties demonstrably interested in learning about the topics covered on your site.
• Writing articles for other sites in return for links back to your site.
• Mentioning your site in your email signature.
• Advertising online to entice people to your site.
• Preparing an online version of your press kit to publicize your site online.
• Connecting with as many other online entities as possible.

The second world in which your imagination should run rampant in a mission to achieve top-of-the-mind awareness of your site is the offline world. Most of the population of the real world still resides there.

That's where they continue to get most of their information—for now. And that's where you've got to let them know of your online site—teeming with information that can shower them with benefits—for their business or their lives or both.

Tout your site in your: ads, stationery, business cards signs, brochures, fliers, Yellow Pages ads, advertising specialties, packages, business forms, gift certificates, reprints of PR articles, your catalog, newsletter and classified ads. Mention it in your radio spots, on television.

More than one company now has a jingle centered on their website. Never neglect to direct folks to your site in direct mail letters and postcards, in all your faxes, almost anywhere your name appears. If the world begins to think that your last name is dotcom, you're going about your offline promotional activities in the right way.

Some companies think that by including their site in tiny letters at the bottom of their ad or by flashing it at the end of their TV commercial, they're taking care of offline promotion. They're not. All they're doing is going through the motions.

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