Set Up Your Offline Media To Maximize Your Online Exposure

by · September 4, 201314 comments

The current state of online marketing feels fragmented. There are the traditional media guys who handle offline-marketing channels like TV and Radio. Then you have the SEO’s, Social Media Experts and website techies who manage and develop the digital half of an entire marketing campaign.

The issue that businesses constantly face is the fact that all of these guys rarely work in a cohesive way that allows brands to truly maximize their exposure, conversion and sales opportunities.

Search engines continue to evolve into platforms that demand high-quality, rich content that is supported with various metrics that calculate consumer value (reviews, comments, social shares). As this evolution continues to take place, SEO’s and offline marketers need to work together and combine their efforts so that brands can effectively drive offline consumers to their digital platforms.

In order for brands to maximize their search interest, traffic and sales opportunities, SEO’s need to look at the entire marketing wheel in order to understand how each media outlet interacts with each other.

Here are two ways that you can maximize your brand’s exposure and conversion opportunities by developing a coherent system where your offline marketing channels positively influence and support your digital campaign.

1. Set Up Your TV Advertising To Drive Offline Consumers To Your Branded Site

At the end of the day, offline marketing channels like TV are always going to harness a greater opportunity for conversion than anything that can be done through digital platforms.

The fact is, that while people are spending more time watching YouTube than TV, the vast majority of U.S. citizens’ own more television sets than tablet devices.  According to a 2012 report by Nielsen, consumers view approximately 145 hours of television each month compared to desktop and mobile usage at 34 hours.

Image Credit: Nielson.com

That’s six whole days of consumption compared to a little over one!

Brands that invest in television advertising can maximize their traffic levels and increase immediate conversions by including Call-To-Actions in their commercials that drive offline viewers to their branded sites.

The online insurance provider, Esurance, is a phenomenal example to base your TV advertising off of, as they constantly develop content that shows offline consumers how to find their website and what to do when they arrive.

Let’s take a look…

www.esurance.com
Whenever an Esurance commercial appears on TV, the viewer is immediately introduced to the brand’s online domain and their telephone number. This allows the viewer to choose from two different options for how to contact the company.

After about 10 seconds into the commercial, the viewer is exposed to the brand’s main character who demonstrates how to sign onto a computer to search for insurance rates.

The commercial then quickly pans out to what the main character sees, which is the brand’s exact URL domain.

Esurance.com

The next segment continues to drive home the fact that the main character is going to Esurance’s domain, as a side panel is offered to show that her eyes are glued to the brand’s website and exact URL.

The commercial then shows the audience how the main character is at her computer and how she has successfully landed on the brand’s website. It then directs viewers to what Esurance wants them to do once they arrive on their website, which is to click on the “Free Quote” call-to-action.

At the end of the 30 second commercial, the brand pushes their icon and domain to the viewer to establish user retention and top-of-mind awareness.

By creating television commercials that show offline viewers how they can successfully reach your brand’s website and what they should do once they arrive, you are able to push your name and offerings to a larger net of consumers who can be converted into new customers.

Not good enough?

Well, here are a number of other benefits for driving offline consumers to your online properties:

  • Increase traffic
  • Propel online search interest
  • Excellent link acquisition
  • Enhance keyword authority

2. Create Radio Ads To Drive Brand Awareness and Immediate Action

Radio is still a viable medium to solicit consumer response. According to Radio Ad Lab, 57% of radio use is derived from online consumers who listen to local stations while browsing or working.

These listeners are known to react immediately to what they hear on the radio including going to a website or making a direct purchase.

Even more exciting is the fact that 67% of all radio listeners say that radio ads help remind them to search online for specific forms of content.

With this, you can leverage your radio advertising in a way that consumers are exposed to your brand’s messaging and are pushed to your online properties.

Your ability to drive consumer engagement directly and indirectly provides an excellent opportunity to drive immediate online conversions for the “ready-to-buy” consumer.

Geico car insurance is an excellent example to base your brand’s radio advertising off of, as they continue to create effective ads that drive offline consumers to act on their digital properties.

One of their commercials outlines a family that is trying to save money by acting as if their bathroom is a water amusement park. The 30-second commercial ends with the narrator telling the listeners the brand’s singular message that they can save money by going to Geico.com to obtain a free insurance quote.

Each time this type of ad airs, Geico positions itself to gain new opportunities that drive offline consumers to their branded site to gain immediate conversions. If their ads only discussed their name and services, but did not include Call-To-Actions to their website, the ability to maximize their conversions would not exist.

Making It All Work Together

If your brand develops offline advertising, you can effectively leverage these channels to support your online campaigns while positioning your business in a way that maximizes your reach and conversion opportunity.

By understanding the fact that offline consumers offer a much larger opportunity for online growth, you can develop in-depth strategies that target your audience in their homes, their cars, at work or in passing.

This type of opportunity allows you to successfully connect with consumers wherever they are and creates a revolving cycle of attracting new customers and converting them into returning visitors.

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About Jason Corrigan

Jason Corrigan

Jason is a Director of Organic Search and Strategy with seven years of experience developing complex, wide-scale search and social strategies for Fortune 1000 brands including: Duracell, Oral-B, Febreze, Dickies, Papa Johns and others. He is also a published author on the concept of "Social SEO" and a frequent contributor to some of the industry's most popular search journals. Corrigan owns the trademark to "SEO Without Borders" and is currently developing a non-profit organization that will connect victims in third-world countries with qualified donors across the world using digital resources and organic search.

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://www.hisocial.com/ Hisocial

    Thank you Jason for these amazing examples of offline advertisement. I agree that although the internet is taking up more and more of our time, TV and radio remain the source of entertainment for most of the people. Therefore it is always advisable to implement those two channels into marketing strategy. By the way, I love the examples you have provided to support your statement.

  • http://www.jasongiovannicorrigan.com Jason

    Thank you for your comment and I appreciate your kind words!

    The point of the article is really to remind SEO’s and Digital Marketers to keep their heads up, don’t keep your head locked down so you only ever see, talk and work with online advertising channels.

    There is always a tremendous opportunity waiting to be tapped into as far as volume of offline consumers, so why not take all necessary steps to attract them?

  • http://www.mysocialmediafoundations.com irene

    I feel that many companies are starting to move away from traditional methods of advertising when in fact they should be making use of all the options available to them. It can mean they are missing valuable resources my doing this.

    • http://opusbywire.com Jason W.

      Agreed, traditional media has a new place in the marketing mix. The only way it’s irrelevant is if you’re still using it in a traditional manner.

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  • http://www.txedsol.com/rti-software/ Math Intervention Software

    Superb article…i am deeply involved in it while reading….you wrote it in very sophisticated way which makes it easy to understand and more to learn.

  • Jason Corrigan

    THank you both for your comments and I appreciate the kind words! The examples perfectly illustrate how you can still maintain offline branding while also using offline mediums to enhance your digital efforts. Marketing channels do not have to be silo’d and creating a system where each platform compliments the other is the only way to truly maximize your opportunity.

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