Deep Arora asked:


Starting an online business is easy, but attracting ever increasing traffic is not! Dont think you are alone in this. The ongoing quest to drive traffic to your site is one that is necessary for all and sundry. The cost incurred in marketing the site with every possible online opportunity can become quite hefty. Sometimes the more traditional offline methods can provide inexpensive and ingenious way is to churn out new marketing initiatives for your online business.

Offline marketing shouldnt be seen as outdated, in fact it is sweeping through the online community. If you are looking for something innovative to add to your marketing mix, then focusing and developing an offline strategy may be the solution you are after. Firstly, know your target audience and then work out on the modes of communication that they remain in touch with, in their daily life. Once you know these modes are available to you for offline marketing, you can develop attractive advertisements and calculate the cost incurred in carrying this out. To consider a few offline marketing modes, read on!

o Radio Shows. Amidst numerous radio channels on air, theres no such thing as information being obscure. The advantage with the radio advertising format is that listeners tune in regularly, while on the go, in shops, their car, at work and so on. The broadcasters are constantly searching for fillers in their shows, hence providing you the opportunity to slot your advertising in. With radio make your ad short and crisp, memorable is the key with this advertising format. Radio is still one of the most effective and relatively inexpensive advertising formats; and there is always space between shows for the advertisers to speak on.

o Print Media. Putting out attractive and creative ads in magazines and newspapers can truly work wonders. The print media reaches out to more people than you might expect. Hence, your message, and in this case your website can be more effectively promoted. When developing print advertising, make the language very target centric, you want to really grab the attention of the target audience. In particular you should look out for publications that are related to your field and the segment of people who read them.

o Mail Packages. Developing a list of people who may find your site interesting is the key to this step. Once you have the crucial element, then the next step is to design an attractive envelope for your mail package, or go for a postcard. Think of exciting offers that may intrigue the receiver to investigate your products and services further, after all these are what will get people to visit your website. Offering easy ways to reach you and learn more about your business is the key here. Let potential customers discover the benefits of going through you and not through your competitors. Create the whole package as consumer centric. This means demonstrate that you understand and know your audience, interesting them and drawing them in so they want to know more of the details on your product and how it benefits them. The cost incurred in the mail campaign may be no more than the cost of printing the materials and the stamps. For this reason the postcard style option has become increasingly popular.

o Event Promotion. Invariably, there is always one event or another taking place in the metropolitan cities at any time. Be on the look out for ways to use these events to your advantage. Be focused and select an event that will attract more of the audience you wish to target. Once you have narrowed down the event you feel is relevant, prepare a marketing strategy that correlates to the event activities. Perhaps you could get leaflets printed with details of your site, in particular, the URL or the link you want them to visit. Get articles like pens, diaries or magnets printed with your website URL on them and distribute these. Human nature is such that people cant resist these things, and they can very quickly put your brand in the mind of the target market, when the person sees the message every time they write or look for a piece of paper and so on.

You should develop a strategy for offline marketing just as you would with online marketing. The elements are more or less the same, lets face it offline marketing is where these elements originated. So take the time to utilize these opportunities and target the potential market you want to get to your online site. Making the effort will pay dividends, and placing your business so that you get more traffic is the whole point of getting your marketing strategy rolling.

Michael Fleischner asked:


Whether you are an Internet marketer or generalist, turning prospects into buyers is a top priority. Many marketers are continually testing the success of various media and integrated campaigns. One of the most frequently asked questions is the effectiveness of “off-line marketing” as it related to driving traffic and conversions on your website of landing page.

With so many difference across products, services, industries, and price points, its hard to develop a simple yes or no answer when considering whether or not direct mail will drive online traffic for you. The key is to develop a compelling direct mail piece, choosing the right list, and creating an offer that resonates with your target market. Also, consider the following:

1. Package planning is essential for making your mail a success. Before you begin, plan your direct mail package. Will it include a letter, sell sheet, coupon, and business reply envelope? Perhaps you’ll be using a postcard. How big? How small? What creative direction will you take?

2. Effective envelope creative motivates consumers to open your piece. Your offer is no good unless it is seen by your target market. Spend a lot of time on your envelope, giving consumers a reason to open it and learn more about your offer. Create a swipe file of other direct marketing pieces you’ve personally received and opened. What was it about these offers that compelled you to take the next step?

3. Alternative formats can help you qualify for lower postage rates. Manage your budget carefully as large mail campaigns can have a high cost and negatively impact your ROI. One great avenue for lowering costs and increasing response rates is by experimenting with alternative direct mail formats. Learn more at the USPS website.

4. Value-added postcards can help mail get attention. To avoid the issues associated with unopened mail, test a postcard or two. Although much simpler than a direct mail promotion using an envelope and multiple response mechanisms, post cards can be great for driving people online at a low cost. Be sure to have a compelling reason for them to visit your website and a method for tracking results. Defining specific URLs to consumers, to help them locate a special offer, is a great way to track activity.

5. Crate a clear call to action. Too often direct marketers create a compelling piece, even a great offer, but make it difficult for prospects to answer. Overcome this issue by providing prospects with multiple ordering methods. These various methods can include the ability to order online, call a toll free number, and fax an order form. Consider the pros and cons of various ordering methods, and when you do, keep the consumer in mind. You want your buyers to have a positive experience so they order from you again and again.

So perhaps you’re still wondering if direct mail can help you achieve your online goals. Begin with a simple goal that is easily defined and measurable. Choose a preferred direct mail technique and test it. You may find that the best way to find consumers online is to drive them with your direct marketing campaign!