Offline marketing of your web site is JUST AS IMPORTANT as online marketing of your site:
* Add your web site address to all literature and publications (business cards, letter head, newsletters, fax cover sheets, etc.) right next to your organization’s “snail mail” address and phone number.
* Announce the launch of you site, as well as major changes to your site (such as the addition of a directory of services, an essay from an executive director, etc.), in your printed newsletter. Your goal is to have something in every newsletter that highlights additions or a resource on your Web site.
* Make sure everyone who answers your organization’s main phone line and email address, and everyone who deals with the public in any way, shape or form, as well as your Executive Director, marketing staff, fund raising staff and volunteer manager (and at a mission-based organization, this is often all the same person) knows how to say the web site address, and knows what information is available via the Web site. It is particularly hurtful to an organization if all staff cannot do this and, instead, stumble over the URL of the site, or can’t describe what’s on the site.
* Add the web site address to your organization’s main voice mail message.
* If you write an article for a publication, ask that your organization’s web site address appears with your name or bio at the beginning or end of the article.
* When talking to the press, remember to mention your web site address.
* Add your web site address within the text of all press releases. For instance, on a press release announcing a new publication, add a paragraph that says (if applicable) “This new publication can be accessed via our Web site at… ”
* Your web site address needs to be on all t-shirts, posters, buttons and other items given to the public. Make the address LARGE and easy-to-read from a distance! (I cannot believe how many nonprofit event t-shirts DON’T do this!)
* Put the web site address on all signs for the organization: the sign in front of the building where you are houses, the banner at trade show, etc.