What is the best use of off-line marketing to promote websites?

  • Updated: July 18, 2010 - 2:10 PM

Q What is the best use of off-line marketing to promote websites? I am concerned that if I promote my site off-line, I will never be able to get someone to actually go to the site.

BRANDON FUHRMANN

OWNAPAINTING.COM

A Off-line media such as print advertising, catalogs or billboards can serve as useful and complementary mechanisms to online promotions. In fact, many firms have used off-line promotions successfully to drive traffic to their websites.

Here is a systematic way to think about this issue:

First, decide which market segment you want to target using your off-line promotions and what your objectives are. If you are planning on targeting individuals who may not have heard about your website, your off-line promotion should focus on generating awareness about your site within this target group and driving traffic.

If you are targeting people who are aware of your business but have not heard about or visited your site, then your off-line messages should focus on generating greater interest and excitement.

In both these cases, your message should generate an expectation that there is definite value in visiting your site. Only then will people feel motivated to find it.

Your task does not end there. Your website content should be created and designed in a way that provides the promised, enriching experience for customers who visit. Treat your site as a tool to educate, inform and engage your customers so that they have a greater knowledge about and interest in your business. Making the website interactive and incorporating opportunities for your customers to contribute and build community around your products can be helpful as well.

AVINASH MALSHE

ASSISTANT PROFESSOR

OF MARKETING

UNIVERSITY OF ST. THOMAS

OPUS COLLEGE OF BUSINESS

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