If you are trying to advertise your small business online but find that your cash flow doesn’t allow for a large online advertising budget, then use your existing offline advertising to move prospects online.
All of your advertising should provide a call to action along with any branding objectives you are trying to achieve. One of the easiest ways to provide a targeted offer to your offline prospects is by driving them to a specific landing page on your website that promotes an offer or incentive that extends the original offline offer, thereby increasing your prospect’s willingness to buy from you.
For example, let’s say you have a landscaping firm and you want to send a post card mailer to your lawn cutting customers offering them leaf removal services in the fall. And in your mailer along with your standard offer, you include a ‘special offer’ that they can only take advantage of if they visit your company website.
Normally, you would send your prospects to the homepage of your website. Instead, create a specific sales page only for the people getting the mailer, then on that page you include more details about your services that you could not fit on the postcard along with the specific call to action you mentioned in the postcard.
Your prospects now have a highly targeted offer they are obviously interested in or they would not have visited the site in the first place. Make sure you include on your landing page some way to capture your prospect’s email address as well. That way, if they don’t become customers right then and there, you have the ability to continue market to them as long as they stay on your mailing list…so make it good!