Online? Offline? Integrate!
A couple of interesting articles came to my attention this morning courtesy of Internet Retailer.
Do you integrate your online and your offline marketing campaigns? If not, you might want to take a look at this report describing the results of a JupiterResearch survey of 2,300 web users. (The survey was commissioned by search marketing firm iProspect.)
In the survey, 67% of the respondents said they had searched for the company name, product or service names, or advertising slogan that they saw in offline marketing or ads. And of those online searchers who started with an offline marketing message, 39% eventually made a purchase.
Now, I know site optimization experts have been saying for years that it’s a good thing to prominently mention on your website a physical address and contact information — in other words, make it easy for people who first find you online to also find you offline. This has been shown to help your site in local search, boost your overall business credibility and improve conversion rates.
But are you also making it easy for people who first find you offline to also find you online? A few suggestions:
Seems to me, sometimes when we think about search we get too hung up on the online side of things, and forget the effect messages in the offline world can have on search and buying behavior online. Don’t forget the influence offline marketing can have on your web sales!
On a related note, if your business targets women shoppers (particularly moms), you might be interested in this report on the results of a survey conducted by DoubleClick in association with Microsoft and ROI Research, Inc. Of the nearly 1,000 moms who responded:
The conclusion I draw from both these reports is we can no longer think of online search optimization and offline marketing / advertising as two separate things that have no relationship to each other. Our customers are already trying to integrate what they hear online and offline. They already expect to find us in both places. Why not make it easier on them? Usability experts tell us the easier we make it for our customers, the better.
So, is your business visible, with a consistent message, both online and offline?
Learn more about the ways Diane can help improve the performance and profitability of your business web site, or request a no-obligation personal consultation, by visiting www.NineYards.com.
As a member of the ecommerce industry, I couldn’t agree more with this article.
Integration is key. If you own a brick and mortar business you should definately take the extra step and set up shop online as well. You can reach a much broader market and feed any potential customers the information that you’d like them to see.
Paul, you’ll definitely hear no arguments from me! 🙂
Thanks for reading!
Great point. I remember an order I took last year. The indiviual was looking to market and promote his online biz, offline. He thought – most people spend all day at their desks and use writing utensils. He ordered custom printed Javelin Pens to market his online, offline.
Read by small business people, our newsletter delivers a digest of articles from the top search engine marketing experts. You will learn about:
Our newsletter is the perfect way to stay up to date with all of the latest trends, events and techniques in using search engines to grow your business and make more sales. Subscribe here. Your email address will NOT be given to third parties.
FreeFind Site Search Engine – FreeFind adds a “search this site” feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind’s advanced site search engine and automatic site map technology can be added to your website for free.
Buy UPC Codes
Get your products listed online!
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
Small business support through education, resources and community
The directory of the best small business sites and tools.
Copyright © 1998 – 2018 Search Engine Guide All Rights Reserved. Privacy
Research & References of Online? Offline? Integrate!|A&C Accounting And Tax Services
Source
0 Comments
Trackbacks/Pingbacks