Websites and Offline Ads Working Together to Increase Results
06.09.07Filed Under: Website Profitablity
I am always shocked to see full-page ads in local papers without a website link and more, incentive to go to the site. A full-page, glossy COLOR ad in a local paper costs a lot of money - usually more than a website. And of course it shows about 1/100th of what a website can show a prospective client. It is pretty obvious that taking an ad anywhere is an attempt to increase business.
Why not investigate a few simple KNOWN FACTS about the modern world and how a website can work in tandem with both online and offline marketing techniques. A website, if constructed properly, sends a direct, and powerful message about who you are, and gives the viewer of your website a visceral experience. One great photo can capture someone’s attention, but then they will want more - and you have to give them more - more content, that relates to what you do, and also, that speaks to that prospect so they become excited by your work and business. If they don’t, they’re not going to call you. They’ll call someone that does that for them. To take an ad and not have a website is really limiting the power of advertising today. If you have the ad bucks - well great - but you have to synergize how your ads work to get people to call you. And that’s the real crux of the issue - getting someone to call you - or in the biz that’s called “call to action” or “closing the deal” - your website can do that - or, it can become laden with too much information that just make someone start to snore. So, if you are going to pay for ads offline or on - GET A WEBSITE - for the price of a week or so of ads you can have a great website that can last you years.
Learning to tie it all together however, is another story. Using your website for your business means just that - finding how you will use it to help find new customers, increase productivity and save you time. Having a site up, not thinking through what it’s purpose is, and how the newest and latest technologies can be incorporated into them so you can really make it work for you - is all part of your website.
In Summary:
Your website, not ads, should be the center of your advertising and sales system. Everything should point people to your website. Remember, you are not THE ONLY AD in the paper - and today people use the Internet everyday - if they see you have a site and they’re shopping around - they will look. If you don’t have a site - you look like an amateur and they will see your competition’s site from that same page of ads.
A website is not just something to throw up online - and leave. It’s a tool, it’s the foundation of your communication process, and it can be the bridge between someone not taking you seriously and them taking you very seriously. On every level, a quality, clean, easy to navigate and properly conceived website can only add to your overall reach and day-to-day productivity.
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Written by
John Monteleone
www.HamptonsWebDesign.com
www.HamptonsDirectory.com
631-725-5251
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