2 Easy Strategies To Increase Your Web Traffic With Print Marketing
With the advent of digital newspapers and magazines, and blog posts came much debate over the fate of print media — you know, how you used to ingest information before the internet and smartphones.
And similar debates persist over the prognosis of print marketing when businesses now have a whole world of digital marketing options at their fingertips.
But in reality, neither print media nor print marketing is “dead,” or on their death beds for that matter. Both are still very much alive and kicking.
And when it comes to print marketing, companies that find ways to marry print and digital marketing strategies can significantly increase their web traffic, which is exactly what we’re going to talk more about below.
QR Codes And Personalized URLs
QR codes allow people to easily connect printed materials in the offline world to content found online. With a QR code, all you have to do is scan the code with a smartphone. Then, you’ll be directed to whatever website is attached to the code.
So if you use marketing materials such as brochures, business cards, postcards, or flyers to promote your business, including a QR code is a great way to increase your web traffic (thus leading to more conversions and more sales).
But to get the most out of your QR codes, don’t use them by themselves. To make your company’s QR codes as effective as possible, include personalized URLs with them.
What Are Personalized URLs And How Do You Make Them?
Personalized URLs (PURLs) are exactly what you might think: URLs that direct visitors to web addresses created specifically for them. For example, MyWebsite.com/John.Anderson or MyWebsite.com/Jane.Peterson.
Research shows that businesses that use personalization tend to win more customers because they make shopping and marketing experiences feel more relevant to customers. According to DigitalTrends.com,”73% of consumers prefer to do business with brands that use personal information” for this very reason.
Therefore, when you include PURLs with your QR codes, people are more likely to not only engage with your company and content but also make a purchase.
To learn more about how to create a PURL, this Mashable article is a fantastic step-by-step resource. In sum…
“1. Buy a URL — Make it Short…
2. Create a Bit.ly Account and Set Your Custom Short Domain…
3. Set an A Record for Your Short URL to Point to Bit.ly…
4. Verify Your Tracking Domain…”
Alternatively, you can use websites like EasyPURL.com to create the custom links for you.
Direct Mail Coupons With A Digital Twist
“Direct mail campaigns are wildly popular right now,” so says SiteProNews.com. Like PURLs, they present useful personalization opportunities, which customers love. And while it may seem like direct mail campaigns fall strictly under the jurisdiction of offline marketing, there’s actually a very simple way for you to use direct mail coupons to increase your web traffic…
Offer Online Only Discounts
Offer people physical coupons (or free gifts) that can only be redeemed online. This way, people get to hold something tangible in their hands and see the offer in writing. And while some shoppers may arrive at your site strictly to cash in on the discounted offer or free gift, others will stick around to explore and see what else you sell.
Tips To Optimize Your Direct Mail Coupons:
1. Create a sense of urgency.
Make your coupons valid for only a limited amount of time. For example, from May 15 — May 31. Or, make the offer available to only the first 100 people who respond.
2. Test a variety of direct mail formats.
Postcards are used most often. But other options include flyers, self-mailers, and envelope packages. “The amount of pre-sell required should dictate the format, says Dean Rieck. “The simpler and more valuable your offer, the less pre-sell you need.”
What are your thoughts about these tips for increasing web traffic through print marketing? What print marketing techniques do you use with your business? Get in touch and let us know!