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WEB TIPS: Print advertising in an online world

With the rise of online marketing, is there any point in applying more traditional offline marketing, such as print advertising? Yes there is.


May 16, 2012
by ANDREW SHEDDEN

With the rise of online marketing, is there any point in applying more traditional offline marketing, such as print advertising?

Yes there is. Advertising your website in targeted publications is a great way to build your website traffic.

Two key points to keep in mind:

• The more targeted the publication, the better the results. If you are selling sub sandwiches it makes a great deal of sense to advertise in general interest publications. If you’re selling drill presses, you want to spend your money in appropriate trade magazines.

• Avoid running institutional advertisements. Structure your advertising to encourage readers to take that first small step. Drive readers to a specific (landing) page on your website that offers a benefit for stopping by, such as educational material. Say something like, “Be sure to visit us at johnsdrillpresses.com/report and get a free copy of “Ten Tips to Reduced Drill Press Cycle Times.” When visitors arrive at your landing page capture their contact information in a form that must be completed before the download.

Andrew Shedden is the president of Broadfield Consulting, a marketing consulting firm that makes it easier for companies to grow their revenues. For new media resources and services visit http://www.broadfieldcommunications.com. For free industrial marketing resources visit his blog at http://broadfieldconsulting.com.