Let’s face it: many promotional avenues are falling off the advertising grid primarily because consumers are finding new and inventive ways to get more for less. As we slowly battle the product piracy epidemic we need to find new advertising and promotional solutions. The concept of couponing is not obsolete. In fact, today’s consumers want and need to save money. Therefore, the question is not if we should provide coupons but how we can maximize distribution and usage.
The entire marketing world seems to be up in arms about whether we should go traditional or digital but as a business you should learn to embrace both mediums. Traditional print is still effective otherwise we would be discounting consumers who do have access to the internet. However, merging the two segments of consumers is also possible. You may have been privy to quick response or QR codes that are easily integrated into print ads (e.g. post cards, business cards, magazines). This is one way to merge your offline and online marketing activities. However, the use of QR codes will not maximize your inbound marketing campaign.
Merging Your Offline and Online Market
Creating an online marketing campaign can be a simple process if you avoid reinventing the wheel. If you have a website or blog directing your potential leads to landing pages that’s optimal as opposed to directing them to a home page. Now there are various methods you can use from blogging, social media (e.g. Facebook Fan Pages) or Top of the Funnel offers that will provide an incentive to retain online visitors.
Blogging and Promotions A Marriage Made In Heaven
One of the most interesting aspects of inbound marketing is the ability to keep a consumer in the loop as opposed to constantly soliciting through a third party medium. Blogging gives you 1) the ability to retain local interest through search engine optimization 2) the ability to collect leads through calls to action. Ideally, as mentioned above you should direct a visitor to your landing page located within your blog. The first step is to create a landing page on your blog showcase various offers including promotions, discounts, and exclusive subscriber offers. Then advertise using a traditional medium (e.g. magazine, super shopper, newspaper). Incorporate your quick response code directed towards your landing page in an advertisement. Once you obtain the lead traffic via your blog landing page you will be able to retain the lead. Lead retention is just one of the reasons why, according to Hubspot, the cost per lead in inbound marketing is a whopping 62% less than traditional marketing.
Using Facebook as a Primary Promotion Site
Prior to social networking, word of mouth was considered one of the most effective forms of marketing. However, since the dawn of viral marketing the return on a $500 dollar newspaper slot can increase by an uncapped percentage if the process is carried out properly. You can use a Facebook business fan page or Google +1 business pages to create effective lead generation traffic. Facebook’s current functionalities allow you to completely customize the user experience and supports the concept of viral marketing. When directing traffic through coupons to a Facebook fanpage you can enable what is playfully referred to as the Fan Gate. The fan gate will require a user to like your Facebook fanpage before receiving the exclusive online discount or offer. Once Facebook users have “liked” your fanpage you immediately retain a list of interest potential customers. This gives you an opportunity to capitalize on lead nurturing campaigns through content engagement and social connectivity. It also allows your users the ability to share and showcase your company in their feed.
Using direct mail coupons or traditional print methods can be easily implemented to create lead generating machine. Overall it provides a consistent return on investment both in the immediate short-term and long term as well. You also benefit from search engine traffic and increase exposure on a global scale by building and maintaining your web/internet presence. Don’t be afraid to jump into the inbound market. If you need help getting started please let us know. Also, if you have any ideas or questions we’d love to here from you!
If creating effective online offers is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.