Don't Make the Mistake of Segregating Your Web Page From Other Marketing Efforts.
By Phillip M. Perry
Like it or not, the Internet has become a mainstream marketing tool. Your web page will not be effective if it's seen as separate from your traditional advertising.
"Look at your page as a line extension of the marketing channels you're already using," says David M. Edwards, associate consultant at Redwood Partners, New York. Create the same echo effect as you do, for example, when your radio spots echo a statement in your display advertising.
On your web page, duplicate the promotions that are ongoing in your display advertising. Include kickers that remind browsers that "you heard about it in our radio spot" or invite them to "see our advertisement in the newspaper."
Tag your website address at the end of your radio ads and at the bottom of your display ads. Invite readers to "get more information at our web site, at [web address]."
"Tie everything together as much as possible," Edwards says. Your page should be an integral player in the manifestation of your business mission statement.
Phillip Perry is a website expert who helps small business increase online effectiveness. You may contact him:
Phillip M. Perry 127 Grand St. #4E New York, NY 10013 212-274-8694 phil@pmperry.com
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