Obviously I think online marketing is great, but I also realize that many businesses do not (and should not) rely 100% on online marketing. Other traditional “offline” marketing tactics like direct mail, telemarketing, print ads, TV, radio, conferences, etc. can also be very profitable methods to drive sales.
And if you’re already getting results from your offline marketing, then I have some great news. You can generate even more leads and sales by adding online marketing to your campaigns.
In this article, I’ll give you 3 ways to boost ROI from your offline marketing campaigns by layering on some online marketing tactics.
1. Increase Response Rates
Some of your prospects prefer to use the phone, some still love physical mail, while others just like email best. Are you giving prospects all of those options to respond to your marketing campaigns? In your ads do you list a phone number, a web address, and an email address?
If not, then there’s a good chance you’re missing out on leads and sales. Sure, you may prefer a phone call, but wouldn’t you rather receive an email or an online contact form submission than get nothing at all? Then you could use email marketing to follow up, nurture and eventually close the deal.
And speaking of follow-up…
2. Improve & Automate Follow-Up
One of the best things about email marketing is the ability to 100% automate your follow-up.
Once a prospect contacts you from an ad campaign and you collect their email address (by phone, in-person, or online), then you can automatically follow up with a preset email campaign called an autoresponder. All the top email service providers like ConstantContact, iContact, and Infusionsoft have this functionality.
Think about how much time you could save and how much this could improve your conversion rates over time.
But email is only one online marketing tactic you can use to follow up. There’s also retargeting advertising. With retargeting ads, you can display ads to all of those prospects who visited your website (from your TV, radio, direct mail, or print ads), but did not contact you.
Think about how much money you invested to get those prospects to your website in the first place. If they didn’t contact you, then you have no way to follow up unless you set up a retargeting ad campaign.
3. Increase Sales Conversions
Finally, let’s talk about how you can increase your sales conversion rates by adding online marketing tactics.
What is the one thing new prospects are almost always going to do before making the final decision to make a purchase from your business?
There’s really two answers to this question:
- First, they’ll Google your business name to see what pops up. Mainly this is to make sure you don’t have any glaring negative reviews or warnings from past customers.
- Second, they’ll visit your website to learn more. This is often the first impression of your business whether you like it or not.
So what can you do about this to give you a better shot at closing the sale?
Well, first I recommend you review the Google results for your business name. Even if everything looks OK right now, you can take a more proactive approach and launch a search engine reputation management campaign to bring more positive information to the first page of Google.
Next, review your website with fresh eyes. Is it 100% clear what your business does and why anyone should do business with you versus your competition? Is it easy to and clear how to make a purchase or contact you?
Just because you’re not listing your web address in your traditional advertising doesn’t mean your prospects aren’t Google’ing you! Make sure your website is making a great first impression.
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