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« Beyond the Obvious: Regarding Your Web Site . . . | Main | Reading the User's Mind and Then Doing Nothing About It »

Bring Your Offline Marketing To The Online World

Yesterday, I had the opportunity to speak with a local business owner regarding a marketing campaign for her business. She had recently integrated portions of a print ad into a Craigslist post.  The strength of the ad was rooting in a compelling headline, a good unique selling proposition, and a specific call to action. Within a short time of posting the online ad she had a number of inquires regarding the promotion. The ad reinvigorated a promotion that the business had been running for a few years with only some success.

Have you run successful marketing campaigns offline?
Businesses should explore the possibilities of bringing some of their offline marketing campaigns to the online world.  Do you have an ad or piece of print marketing material that could be easily integrated into an online campaign? One of the easiest ways to integrate your traditional marketing materials to online marketing is through a keyword based pay per click (PPC) campaign. PPC campaigns allow advertisers to setup an ad and test its effectiveness in a matter of a few minutes. Not only is the advertising time frame to market shortened, but so is the cost involved.  You can start most PPC campaigns for less than $10 USD. I cannot think of any other form of advertising that allows you to test advertising with so little initial investment.

If you want to take the test a little further, setup a specific landing page to expand on your offer and give users even more interest in what you have to offer.

Beware Watchful Eyes
As with most things in life, for every virtue there is a vice. One of the dangers of bringing marketing items from the offline world is that competing advertisers and marketers will see your ad almost instantaneously.  Savvy competitors can quickly reverse engineer one of your ads for their own purposes.  The offline world allows marketers to run certain campaigns for a few months, in some cases a few years, before they need to make changes to their headlines, copy, or unique selling proposition. Unfortunately the speed of the Internet can create a marketing liability for certain marketers.

Regardless of some of the vices associated with bringing your offline marketing to the traditional world, every business owner should consider the possibilities of modifying offline campaigns for the online world. The results might just be a pleasant surprise.

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