Interesting! Jupiter Research and iProspect conducted a study to determine user search behavior online. Among other points, they found that offline factors can greatly improve online conversion rates. For instance, the report concludes, “… two thirds of all online users – who are influenced to search after exposure to some offline channel – purchase at an extremely impressive 39% conversion rate.”
This is not unlike what many agencies find when conducting multimedia campaigns. Television ads drive traffic to an insert in the Sunday paper, for instance. The insert offers a coupon for store purchase and also a link to an online site. Direct mailings might give more detail and drive traffic to either a website or a toll-free number. It all works in conjunction. A unified message and brand image are presented in different formats and at differing points during the customer’s day to drill in the message, “Buy this product!”
Before discounting all forms of offline marketing simply because you operate an online business, test and track to see just how much it might boost your conversion rate.
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This is such a good point. I am in the process of trying to uncover some creative and result-producing offline marketing initiatives for my copywriting business.
As you mentioned in your post above, even though mine is an online business, exercising the offline realm of marketing is extremely important – something I have not given enough attention to so far.
Any offline marketing suggestions for a copywriter specifically?
Sure… approach local agencies, individual businesses, media outlets (TV stations, newspapers, web design firms, etc.) for overlow work. Speak at local chamber of commerce meetings or business association meetings… the list goes on 🙂
I couldn’t agree more. I think that offline to online conversion is becoming increasingly relevant as primarily web based companies are looking for a way to differentiate themselves and expand their marketing channels. Unfortunatley, at least for me there is a serious loss of conversion from the content leads written down in the “to research” section of my notepad to the content that I actually look up and consume.