Promote your website URL

Your customers are forgetful. Even if they enjoy your services, catalog, and customer response system, chances are they are not thinking about you when they are not actively engaged with your site or phone system. This forgetfulness presents a problem when it comes to marketing your small business. You want customers to shop with you again and to refer your company to other like-minded buyers.

To keep leads hot, therefore, experts recommend printing your URL web site address on all of your marketing materials. Whether you are sending out brochures “cold” through the mail or developing online newsletters, make sure that your URL is front and center.

To that end, your URL should be very easy to remember, and it should be a .com address, if at all possible. Sure, addresses through the other top level domains, such as .int, are probably available for less. But your forgetful customers are likely to remember your businesses address as a .com.

Thus, it’s possible to create a sticky non .com address that ends up channeling consumer traffic to the competitor who won the .com version of your domain. Similarly, your URL should be as short as possible and as descriptive as possible. Avoid strange misspellings of common words, and register multiple domains if necessary to create product URL recognition.

The more you repeat your address, your business name, and your core competency to your target audience, the greater your “stickiness power” will be.

After all, although redundant learning may not be creative or exciting, it truly works. Consider a recent comparative study on learning in children. Kids who watched the show Blue’s Clues proved better at retaining essential information than kids who watched the more “creative” show, Sesame Street. Why? Researchers found something shocking, since Blue’s Clues tends to repeat episodes more often than Sesame Street does, the lessons contained within the show became more sticky.

Of course, there is a limit to the kind of bombardment you can subject your customers to. You never want to alienate them or overload them with marketing materials, but remember that you are competing tooth and nail against dozens if not hundreds of businesses for attention from key buyers. Don’t be afraid to stick up for your web site by hammering home your small business’s URL.

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