When it comes to promoting websites, small business owners are sometimes convinced that as long as their site ranks on Google, that’s all they need to worry about. For a large national business, Google could be enough but for a locally-driven business, there is a lot more that can be done to promote a website.
Community promotion through offline marketing could be lucrative to a small business in driving locals through to the website. To illustrate the possibilities, let’s take at the options available to Cassowary Coast local business – Madella Coffee.
Madella Coffee is a small coffee farm located near Mourilyan, North Queensland. Greg and Angie at Madella grow, roast and grind their own unique brand of coffee and you can even have a cuppa in their café on the banks of the South Johnstone River. That in itself, is a matchless experience.
Rusty Mango Design created the online store for Madella Coffee in early 2015. It has been search optimised and can be easily found with a quick Google search – perfect for out of town customers. But what else can be done to promote Madella Coffee to locals and the thousands of grey nomads who pass through our region every year? Let take a look at the offline promotion opportunities that this great little business could take advantage of…
Madella Coffee sells its roasted beans and ground coffee in distinctive vacuum-sealed bags, clearly marked with the farm’s brand. The bag information includes the location of the farm, phone number and a Hotmail email address but no website address!
A simple improvement could be to add* the website address to the package in the form of a Call to Action (CTA) – “If you loved this coffee and crave some more, order online at madellacoffee.com.au.”
The current business card for Madella Coffee does not have the website address on it either. But rather than just repeating the suggestion above, why not do what the big brands do? Add* a loyalty program to the flip side of the card (currently it is one-sided). With each purchase of Madella Coffee at local shops and markets, the boxes on the card could be stamped and redeemed in the future for a bonus pack of coffee or even an online discount when purchasing from the site.
Speaking of local markets, Madella Coffee can be found at the regular markets around the Cassowary Coast region – a great time to “plug” the online store! Even if they don’t want to purchase the product that day, plant the seed by giving out satchet-sized samples with the web address – “Try our coffee and we guarantee that you will want more!”
Finally – this one could be a huge drawcard for the online store for Madella Coffee. The farm itself has a corner of one field that borders onto the Bruce Highway – the main highway through Queensland. Thousands of cars pass this field every year. With very little outlay, Madella could invest in a large sign for this corner of their farm and it only needs to say one thing – “MADELLACOFFEE.COM.AU” – once again, planting the seed could result in great online sales.
The tips above, although written for a very specific product, could be transferred to any brand that needs extra exposure (except for the highway sign – unless you are also very lucky). Whilst Google search placement is essential for any website – it’s not the only way to promote your online brand. There are a multitude of offline possibilities – what could your business do?
* Of course, if you have a thousand business cards and 20000 coffee bags already stocked up in the cupboard, you don’t have to throw them all out and print new ones. An additional small sticker (tastefully done) could fill the void until new stock is required.