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Bricks & Clicks
by Geoff Caplan
Business owners sometimes have a tendency to think too much "out of the box" when it comes to
business success on the Web. The prevailing thinking is often that planning and strategizing
for an online business presence requires an entirely different set of rules.
If you have already established a successful, growing conventional business, often referred to
in Internet terms as "bricks and mortar," there is no reason why you shouldn't immediately
integrate your conventional marketing approach closely with your online strategy.
Promote that URL
It's a simple truism: if you're already advertising your "bricks and mortar" business,
immediately start the references to your website's URL (address). Everytime you think of
where and how you use your telephone and fax numbers, use the URL and email address. This way,
your customers and prospects will have an increasing awareness of your web site. Make sure the
URL and email address are printed on all company letterhead and business cards. If you already
advertise, it's essential to include this information in all forms of advertising. Repeated
references to the web site will eventually take hold and contribute to web site traffic.
Promotion Transference
Think about ways to adapt your offline marketing strategies to your online presence. Do you
publish a "hard copy" newsletter? It's relatively easy to place it online. Another advantage
is the ability to quickly update the content without incurring printing and postage costs. A
further benefit will be that customers and prospects will be motivated to visit the site more
frequently to see what is new and different.
Every plan of action that is enacted to marketing your "bricks and mortar" business should
also include an online strategy that is logical, integrates well and is suitable for your type
of product or service.
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Mr. Geoff Caplan
Internet Marketer, Consultant & Journalist
US of America
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