Marketing Offline to Drive Targeted Website Traffic

In a previous post, we explored how QR Codes can be used to connect offline to online.

With or without the use of a QR Code, let’s take a further look at how direct marketing can be used to connect offline to online marketing initiatives and drive target website traffic.

According to MarketingProfs, too many people have the mentality that online and offline media don’t mix well. In fact, an integrated marketing approach can often work very well.

Traditional offline marketing approaches, such as direct mail, can give you direct and reliable access to a target market.

But how do you make the most of your targeted advertisement to drive people to the next step?

MarketingProfs suggest the following pointers:

1. Make a compelling offer. Asking people to visit your website, isn’t enough without giving them a powerful reason to do so. Use a great incentive. Free trials, savings coupons or samples are some examples of great incentives. Just keep in mind, it has got to be something people want, or they might just toss it aside.

2. Use an easy to type URL. A clickable link cannot be placed on a printable ad. Therefore, you have to make it easy for your prospects to type the web address into their browsers. To make it easy, keep it short, easy to spell, and try a personalized URL (example: ChicagoBikeTours.com). Often, this is easier for people to remember and can relate directly to a specific promotion.

3.  Try Personalized Copy. Personalized headers, headlines and body copy attract attention, and encourage people to keep reading. Too much personalization can be over the top, so make sure you use some restraint.

4. State a clear call-to-action. People are more likely to respond when you specifically tell them what to do. Clear, concise and easy to follow directions work best. MarketingProfs gives a great example, “Go to BobSmith.Gadget.com and fill out our survey to claim your $100 Savings Coupons.” This call to action is clear, easy to do, and people instantly see the offer.

5. Push response with a deadline. Limited time offers create a sense of urgency. People will respond faster when they know they only have a limited time to do so. State your deadline near the call-to-action, so that people know specifically what they have to do, and how much time they have to do it.

6. Build a special landing page. Homepages that have a lot of choices make it easy for prospects to get lost in the navigation. Therefore, a homepage isn’t always the best place to send people. A specific landing page with an easy to type URL (other than your homepage) allows you to drive people to a special page where you can control the message, collect information and track the number of visitors.

7. Capture contact information. Think of a first time visit as the beginning of a conversation. Start the dialogue by asking for the prospects name to personalize future communications. You might also be able to get a mailing address, email address and other specific information. Some people are hesitant to give out personal information, but always try for at least a name and an email address.

Why not give traditional direct mail a try, and see if it can work for you?

To learn more about The Anatomy of a CityDirect.info print ad click here.

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