December 18, 2009
There are Eight Cardinal Sins many website owners make and the seventh of these is
Not Integrating On-line and Off-line Marketing
Your website can be your best marketing tool and grow your business ….or it can damage your business irreparably. This article, number seven in a series of eight, examines one of the key website sins that you must avoid if your website is to be successful.
Having an online marketing strategy is not enough on its own. It needs to be integrated with the offline strategy. If you are running a campaign offline, say an advertising campaign to promote your newsletter, then it should also appear online in a similar form. Certainly the same images and copy should appear in both campaigns and they should work to reinforce one another. What you don’t want are two separate campaigns with conflicting images and copy. This will lead to confusion and confused people take the easy way out – in this case they do nothing and don’t subscribe.
Think of it this way. We know that message repetition is good at reinforcing the ideas we are trying to get people to remember and recall. Think of the nursery rhymes and songs you learnt as a child. you heard them over and over again and they are now part of your memory and almost impossible to erase. you may have learnt them years ago, and may not have thought of them since, but hear a few words or a few notes and you can recall the whole thing.
Well our messages need to work in a similar way. We need our prospects to see or hear our message several times if they are to remember them. If they see them in several formats it will help to reinforce the message and they will retain it longer. Remember those early songs and nursery rhymes; several people probably recited or sung them to you and this helped reinforce the message. So if a prospect sees the same message on-line and off-line it will help them recall your message.
So how do you do this? The easiest way is to ensure that you use the same straplines, logos, catch phrases, images and sounds in all campaigns. It isn't difficult, is likely to cost you less in design and production of artwork and will significantly improve your return on investment.
Intrigued by marketing ideas like this? Then ensure you are signed up to my regular newsletter; it is free and packed with practical marketing tips that really work.