digital

Offline Drives Online Traffic

I sometimes get the feeling that business are all too willing to abandon their “heartland” (traditional media) in favour of the new holy grail (new media). I would hurriedly say that I believe that a business will not prosper in today’s climate without an online presence. But, it’s the marriage of both that critical. Your offline presence can, and will, drive your online traffic. So, how you project yourself offline should be carried through online. I did some work for a company and one of the areas I looked at was their web traffic and where it originates. By way of explanation, the company name (as it traded under) was not a term found in regular English and it was very unique. In their offline advertising they brand themselves very strongly in terms of that business name, what they do (keywords) and their address, both physical and web. Looking through their stats I found that the highest search phrase driving traffic to their site is their unusual business name, by quiet a stretch. It’s a very strong indication that, in this case, the offline is definitely driving online traffic. A classic example of a offline advertising driving online is based…