How to Handle offline Promotions in an Online World

Here's some advice from Print Runner

When you run an Internet-based business, it's easy to forget that there's a large segment of the population who is either not online (no, seriously!) or – at the very least – not in the habit of regularly visiting the sites you've decided to target for advertising and promotions. If your Internet marketing strategies have stalled and your freelance business is suffering as a result, you could end up feeling like you're at a loss as to how to proceed, completely trapped by the limitations of your online universe. That's why it's so vital to remember that offline promotions can still play a very important role in this online world.

Many freelancers hesitate to market themselves offline for two reasons: First, because they have doubts as to how valuable “real world” advertising can be when they have the entire Internet at their disposal, and second, because they think that creating actual, physical ads will be prohibitively expensive. In actuality, promoting yourself both online and offline is an excellent way to broaden the scope of your business and reach out to untapped segments of the marketplace that could use your services.

As for the cost, commercial printing services are surprisingly affordable, especially if you choose to print items in bulk. Here are a few of the easiest ways to use these materials to your advantage without abandoning your attempts at link building, social networking and content promotion:

• Design effective business cards. Perhaps the single most important piece of print marketing material you can have is the humble business card. Given the enormous popularity of social networking sites, it can be all too easy to overlook good, old-fashioned face-to-face networking – but it's still an ideal way to generate new business. Whenever you make a new acquaintance, whether at an industry event or in a social situation, hand them your card. Even if they don't have any immediate use for it, they may call upon you in a few weeks, months or even years – or they could pass your info along to a friend. Consider full color business card printing or the use of unusual shapes to make your card stand out in a sea of white rectangles with black lettering.
• Flyers are decidedly “retro,” but there's a reason why you still see them wallpapering lampposts and walls in every major city worldwide: They're effective. The trick to making your flyers compelling rather than annoying to viewers is to keep the design as simple as possible without leaving out any essential details. Including the address of your site is an easy way to let interested onlookers know where to go for more info. Always do flyer printing in bulk; the more you put up, the greater your return on investment.
• Consider custom greeting cards. Greeting cards are another unexpected – yet highly effective – way to generate publicity. Send them to clients as  a “thank you” once you've completed a job, mail them out to commemorate holidays or try a mass mailing to encourage new business. People will love the personal touch that a custom card offers.
• Finally, through magnet or sticker printing, you can utilize unusual offline promotional items that work to get your name out there. These items have long-term marketing potential, since they will be used and/or seen by people every single day.