There’s beauty in the immediacy of social media marketing — instantly you get feedback from customers on your products, service, brands, and campaigns. But the downside of that immediate exposure is its short shelf-life. What’s relevant one day is moot and forgotten the next. Even old-school networking has its drawbacks. A great first impression may be made but there’s not always time for the kind of personalized follow-up you’d like to initiate. Read on for ways to make sure that your marketing message goes beyond the lifespan of a tweet or the fleeting moment of a handshake to make a lasting and recurring impression.

1. Make Your Online Content Last

If you had especially good customer feedback via facebook or twitter, consider including those comments on your website as testimonials. This way, a good day of good news can be used again and offer recurring returns as opposed to disappearing into cyberspace.

If you write guest posts for blogs or contribute articles to online industry publications, instead of writing, posting, and forgetting, include your blog posts on your website under a tab called resources? or articles? so visitors to your site can continue to use your good material. With informational content added to your site, your company becomes a resource for potential customers to revisit. If you keep a company blog on your site, be sure to organize it so that even older material can be highlighted in menus titled ?Most Popular Posts,? Signature Posts,? or And More.

2. Make Your Promotional Product Part of Your Signature

What if instead of buying a wide-range of promotional products and handing them out here and there, people actually paid you for the privilege of wearing your logo? There’s a fishing shop I know of that started off as one small store and has since grown to over six locations. They make the bulk of their profits from expensive gear and guided fishing charters, but in each location they have a whole wall of plain old hats with the shop?s logo on it. Stickers of the logo are on cars and trucks all over town. Their promotional products have taken on a life of their own. Plenty of people who can’t afford a fancy rod and reel buy hats from this place. The shop can hardly keep them stocked.

To get this phenomenon going for your business, be sure your logo is well-done — something people would want on a hat. Create a brand people want to be a part of, give them a simple way to be involved (like a hat), and you’ll be the first place customers come calling when they do have the money for that rod and reel.

3. Make Your Promotional Product Come in Handy

There used to be a time when funeral homes handed out fans during hot-weather funerals. Give potential customers what they need when they need it, and you get their attention. I’ve seen floating key chains passed out by a boat-towing service and reusable grocery bags given out at a farmer?s market by a bank with an ATM across the street from the market.

When it comes to promotional products, an item with practical use is appreciated — especially with consumers being more interested in sustainable practices and cutting clutter. The key to promotional products is knowing your ideal customers and knowing what products they would be most likely to need, use, and appreciate.

4. Make Your Free Information Pay Off

When you attend networking events, trade shows, or conferences, give away some helpful information on a brochure or info sheet of some sort. Then at the bottom, of course, include your company name and website. Make the information something valuable. For example, I know a copywriter who has actually had someone call to order some of the information sheets she’s passed out for free on Business Writing Tips. She also has sheets on topics such as Proper Email Etiquette and How to Write a Good Blog Post.

Give free talks. A friend of mine who is a dentist gives free talks to schools about keeping teeth and gums healthy and gives away toothbrushes with his name, web address, and contact info on them. He gets his business out there while doing a little good at the same time. If you have good information you’re willing to share, be sure to not only hand it out with your business’s web address and contact info, but also to post it on your website so it becomes a lasting resource for clients and potential clients.

5. Make Your Last Deal Count

You always want to be marketing to potential clients for the future, but don’t neglect the marketing power of your current clients and sales successes. There is plenty of opportunity there to develop more business or garner referrals from a happy client. Capitalize on that already-established relationship by keeping your impression fresh. A great way to stay in touch is to send a monthly or quarterly e-newsletter via MailChimp or Constant Contact.

Make sure again that you anticipate the needs of your customers and provide the information they will find handy. Sharing good news about your company is great, but a newsletter that is going to be read instead of deleted is one in which you offer something helpful to your recipient. Maybe it’s a special coupon or promotion or maybe it’s helpful tax information or energy-saving tips related to your industry. Don’t think of your newsletter as a way to tout your products or services — let a newsletter be another way you make a lasting impression on your clients that your business is all about them.

About the Author: James Lee is a marketing analyst for Amsterdam Printing, a leading company in thepromotional pens and personalized calendarsbusiness. James has owned small businesses himself and at Amsterdam concentrates on marketing ideas that utilizepersonalized pens,mugs, and other promotional items such as keychains, magnets and apparel.