Driving Qualified Traffic to your Website using Traditional Media

Once you have created an effective web site, every piece of communication your business produces should contain your URL. Whether you are creating business cards, flyers, billboards, in store advertising, radio, TV or print ads, all communication should reference your URL. Your web site has the most complete information on your products, services, specials and contact information so getting prospective customers to interact with your web site should be one of the main goals of your advertising.

During my career working in print advertising with newspapers and targeted publications I had a number of opportunities to put together campaigns that used print media to drive traffic to a customer’s web site. I found that using a print ad to drive traffic to a web site was very productive when combined with a call to action or offer advertisement. There must be a reason for the potential customer to go to the web site. Some of the most effective campaigns included:

• Special Offers
• Register to win
• Large Selection Online
• Free Estimate
• New Inventory
• Closeout special

Traditional media reaches a mass audience with your message. A percentage of this audience will be in the market for your product. If you are using traditional media to drive traffic to your web site the most important aspect is that the web site URL be an integrated part of the ad not just an afterthought. Ads that just have the URL listed at the bottom of the ad seem to be less effective in driving traffic than ads that contain a reason to view the web site.

The cost of traditional media may put it out of the reach of small to medium sized business. Next we will look at using the internet to target your marketing by geography and need.

Ric Cushenan is President/CEO of Cush Media. Visit www.cushmediaonline.com to see more information.