In the past few years, business websites have moved from just another digital tactic to the central way in which you can showcase your brand to potential customers online. Here, you can provide in-depth examples of your product or services in action, add third-party confirmation through testimonials and case studies, and introduce your company as a whole.
As a result, the benefits of your websites are no longer limited to digital channels. To be successful, it should become the centrepiece of your marketing strategy. To accomplish that feat, here are 5 ways you can drive traffic to your website offline.
1) Include Intuitive URLs in all Materials
The first traffic generator from offline sources is simple: generate awareness of your website. All of your offline touches with your audience, from letters to brochures and even your in-store presence, should include a short, recognisable and memorable URL to your website.
Building your website traffic from offline sources can be as simple as letting your audience know it's there. Once they do, they can freely browse and learn more about your company on an as-needed basis.
2) Match Your Email and Website Domain
Anytime you correspond with current and prospective customers, even online, chances are that you include your email address in that correspondence. And that's a natural choice; in fact, email has become the preferred method of communication for most of your audience.
What you might not know is that email can also be a vital tool to drive offline traffic. If your email domain (the part after the @) matches your website URL, you give your audience a natural indication of where to go for more information. It's a subtle, but effective way to drive traffic to your website offline.
3) Repurpose Business Cards
Businesses across industries often rely on personal interactions to build relationships with their target audience. With the right strategy, you can use these interactions for more effective marketing and promotion of your website.
Your website URL should naturally be included on all business cards you hand out. But you can even go one step further, creating a business card specifically for your website. Prominently display the URL, and quickly list the main benefits your audience gets for visiting it. Then, hand it out to anyone interested in your product or service.
4) Provide Web Visit Incentives
Sometimes, your audience simply needs a little push to engage on a journey to your website. You can provide that gentle nudge through incentives your audience gets when they visit your online presence.
These incentives can take a variety of forms. For instance, you can provide exclusive sales deals with a coupon only available on your website. You can also promote free content, which your audience can download if they visit a specific landing page on your website.
5) Integrate Your Message
Finally, you need to understand the importance of message integration. Your online and offline efforts to reach and convince your audience should be part of a consistent marketing strategy that provides a single message, no matter where your audience learns about you.
Find a core value proposition, and highlight it everywhere. Build bridges between your offline customer interactions and online presence that make the transition more natural. The more you do to connect the two realms, the more traffic you will drive to your website.
All of these traffic-generating tactics, of course, can only be successful if the website on which your offline audience lands actually convinces them to become customers. For that, you need an effective design, specifically built to generate leads and encourage conversions. If you need help in both optimising your online presence and driving traffic to your website offline, contact us.