Many companies choose to complement their search marketing campaign with traditional offline methods. For those who use direct mail, radio, TV, or magazines to drive website traffic, care must be taken to ensure the transition from offline to online be as seamless as possible.
If you have ever received a distinct marketing piece that drove you to a webpage where the experience was different, you know why the transition matters. Tight online/offline integration tells the visitor they are at the right place, lends credibility to the offer, and encourages further clicks down the purchasing funnel.
The first and most obvious thing to remember is the URL on the marketing piece. Since it’s a given to have it present, I’ll just remind you to make sure it’s correct. A former colleague of mine almost lost her job when a very crucial marketing campaign she headed was found to have a URL without an important slash. Most people will probably know what you meant, but don’t take that chance.
You have taken a lot of care to make the offline brand visuals just right, so make sure the experience continues to the webpage as exactly as possible. The experience entails everything from color hues and fonts to the offer wording. Whether you promote online only discounts with your marketing pieces or any other kind of lead-in, take care to implement both sides of the campaign at the same time and with consistency. Details that don’t seem like a big deal to you will reassure a prospect that they are looking at the offer you intended for them to see.
Since marketing campaigns change frequently, destination webpages should too. Unique landing pages are perfect for marketing campaigns where the aesthetic doesn’t match the company website. Landing pages can be created from scratch specifically to suit the purpose of the campaign, and can be modified as often as you change your marketing message. Keep in mind that your landing page is not the end-all of your Web presence; you want prospects to be familiar with your actual website, so keep the branding of your landing pages generally consistent with your main website.
The Other Half
Once your prospects have crossed that chasm from offline to online, you’ve got a whole new set of challenges to ensure consistency within your website down to the point of purchase. But that’s a topic for another day.
Anytime you ask a prospect to spend money, trust and confidence in your company is required. If your prospect has taken the time to follow a marketing piece to your website or landing page, it’s your job to reduce as much noise as possible to get them to buy. You can do that by creating a consistent branding experience between the offline and online parts of your marketing campaigns. If you reassure your prospects that you’ll deliver the same quality experience every time, no matter the medium, they will come back again and again.