If you're like most companies, you include your web address in all your public relations, press releases, printed materials and emails. But do you give prospective clients and other readers a real and immediate reason to visit?
If you haven't moved beyond the "go to our website for more information" wording, you are missing opportunities to drive traffic with higher octane "fuel" ... motivational, compelling calls-to-action that heighten the interest in further exploration.
The Road Less Traveled
Sure, using printed materials to drive traffic to your website makes sound, integrated marketing sense. But does inviting readers simply to "go to the website for more information" light the fire that inspires them to take the next step?
Given the fragmented attention span of today's bombarded information consumer, such standard verbiage often doesn't even register, let alone generate additioanl interest.
Details, Desire, Action!
Far more effective in building website traffic is an explicit approach that involves the reader with copy describing what they will "learn" or "feel" from going to a specific part of the website directly related to the subject of the release, printed piece or email.
Example: You send out a press release highlighting your company president's remarks at a recent industry conference. Instead of the nonspecific closing "for more information visit our website," you end the release with the message, "See a taped interview with our president at www.xyz.com for his predictions about the future of the industry."
In this manner, the desire of the reader to go to the site is substantially greater as he follows a clear path lead by a promise of information that directly relates to the information that initially interested him.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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