How Print Materials Can Influence Your Website Traffic

31 Jul 2014

A successful business utilises a wide range of marketing strategies in order to expand its reach. There are a number of different communication tools available, from traditional print advertising to social media platforms and website content. Although a website is a crucial part of your promotional strategy, you will need a mixture of online and offline publicity to maximise your sales potential. It is vital that these different communication channels work effectively together, so how can you use print advertising to increase your website traffic?

Use Key Search Terms

Your advert will need to clearly give customers the information they require to direct them to your website. Including the URL of your website is essential, but you will need to also display key search terms they can use to locate your company when searching online. Your company name, tagline, product name and any other key descriptors should be included in your advert to make it as easy as possible for potential customers to find you on the internet.

Give a Preview of Your Business

As space is limited in printed advertising, include only the most salient points. Offer customers a sneak preview of what your business is about, and include a strong call to action to encourage them to visit your website for more details. The function of the printed advert is to entice customers to your website, where you can then supply much more information about your goods or services. Make sure that when customers do visit your site, any information you have referred to in your advert is easily found.

Elaborate on Your Website

Once you have attracted customers to your website, you can give them much more detailed information about your company and products. Your website serves as a shop-front for your business, so it needs to be attractive and informative, giving customers all the information they need to make a buying decision.

Upload a video demonstrating how to use the product or a short film about your company’s services. Engaging with potential customers in this way will make them more interested in what you have to offer and more likely to purchase from you. Your website is also the perfect place to post testimonials from satisfied customers. Including a photograph or even uploading a short filmed testimonial sends a powerful message, as potential customers will be able to identify with these clients and be more inclined to trust their opinion.

Adding a variety of interesting content to your website will make visitors more likely to spend time browsing and consequently more likely to buy from you.

Have a Long-Term Strategy

Printed adverts can take up a significant amount of your marketing budget, especially if you opt for monthly full-page ads. Work out how much you can afford to spend and stick to your budget. Do your research to ensure you are advertising in publications that are appropriate for your target market. Printed advertisements are about gaining long-term exposure for your company, so it is better to do smaller adverts on a regular basis for a long period of time than a single, larger but one-off advert. Keep content evergreen to avoid it going out of date too quickly.

Effective print advertising can be a great way to drive traffic to your website. Remember to keep your branding consistent across your printed adverts and website in order to create a stronger, more cohesive image. Include key details in your printed adverts and use your website to expand on these to give potential customers as much information needed to make an informed buying decision as possible.