You've probably heard this before. In
fact, you may very well have SAID this before: "Oh, I don't need
business cards. I do most of my business online."
That seems like a pretty safe
assumption. After all, one of the advantages of conducting business
online is the reduction of conventional paperwork and printing
costs. If your prospect is in Australia and you're in the United
States (which is certainly possible over the internet) the odds are
pretty slim that you're ever going to meet and exchange business
cards in person.
However, like many assumptions, this
particular one is worth examining more closely. Should you, as
an online marketer, use business cards? (For that matter, OTHER
offline marketing methods, too?) It depends on your answer to these
questions:
- Is everybody who might possibly have an interest in your business currently online?
- If yes, do you know how they found your site?
- Will they be able to find your site six months from now?
- Is your site getting all the traffic you can handle?
- Does everyone you discuss your business with around town have a pen and paper handy so they can write down your URL?
If the answer
to ANY of these questions is NO you could use traditional printed
business cards very profitably.
Business cards are among the most
versatile, affordable, portable, and accepted marketing tools you
can use. You meet people all the time: at church, the grocery store,
the school function, the tradeshow, and so on. One of the first
questions you're probably asked is "So, what do you do for a
living?" You tell the person about your online business, don't you?
Now ask yourself this. Suppose you spell out your website address.
Do you think they'll remember it after the game or after the
meeting, when they get back to their computer and
actually have a few minutes to go check it out? Not much chance.
And say your product or service intrigues them, but they have no
need of it now. Could they find your site again in a few weeks or a
few months? Maybe, if they remembered to bookmark
your site. No guarantees, though. And they probably won’t bookmark
your site anyway if they don’t anticipate the need for your product
or service in the near future.
So a business card would sure be a handy way to give that person
your URL. And if your URL changes, they might even be able to find
you the old-fashioned way (through your postal
address or phone number!)
A business card is also a terrific way to generate more interest in
your site, simply because there are so many ways to prospect
creatively with business cards.
- You can tuck a card with your
URL on it in all your snail mail correspondence.
- You can introduce yourself with your card.
- You can tuck your card in related books at the library.
- You can post your card on bulletin boards.
- And you can hand your card directly to that really hot prospect you just met, with a big
sincere smile and a firm handshake.
Finally, like it or not, having a
business card legitimizes your business in some people’s eyes. It’s
concrete evidence that your business is real and that you take it
seriously.
So do you, as an
online marketer, need business cards? Only if you want more
business.
ABOUT THE AUTHOR
Diana Ratliff (diana@businesscarddesign.com)
is a nationally-published writer, entrepreneur, and BizCard Guru.
Browse the web’s largest (and growing) collection of
business-card-related
information at http://www.businesscarddesign.com, and grab your FREE business
card design guide. Then order gorgeous, full-color cards at
http://www.bizcardguru.com
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The opinions expressed
in this column are those of the author. All answers are intended to be
general in nature, without regard to specific geographical areas or
circumstances, and should only be relied upon after consulting an
appropriate expert, such as an attorney or accountant.
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