List building offline can be challenging and it is also more expensive than online. So before you go this route, ask yourself why are you choosing to go offline?
Maybe you’ve thought it through really well and you have some great reasons. Maybe you just think it’s something you “should” be doing. Offline advertising can be very successful, but it may not be the ideal place to start.
When I do start an offline list building campaign, I start with classified ads in targeted publications. They are more expensive than general publications, but I find the targeted traffic is worth it.
Let me give you an example. If I’m trying to drive people who are interested in anti-aging, I might focus on classified ads in a women’s health magazine.
And personally, I test, test, test. The purpose of testing is to try different approaches. Some of these will fail…that’s part of life! So you test to find the ones that fail and the ones that succeed!
One option is to drive people straight to a phone number. Also test driving people straight to an opt-in page that is set up strictly for that specific advertisement.
I highly recommend that you set up a separate domain for each publication that you are going to run in. Then forward that domain through a unique tracking link. That way you know exactly how many people came from that ad and exactly how many opted in to your ezine.
Otherwise you will have no idea what traffic came from which ad, how long the traffic lasted and so on. If you don’t know that, even if you have success, you can’t duplicate it! That would be a waste!
When driving offline traffic I suggest giving them as few steps as possible to get to your list-but again, test it. For one month drive traffic to an opt-in page. Then the following month, use the exact same ad in the exact same magazine except drive the people to an 800 number instead of the opt-in page.
Make the message on your 800 number really short. Immediately collect their name, mailing address, phone number, and email address right there on that message so you can follow up with them with voice broadcasts, with emails and with direct mail as well.
Don’t drive them to an opt-in page from a voice mail–that’s an extra step before you collect their information! Instead, focus on collecting their information quickly and then following up with them in a variety of means.
You can take the information you learn from your offline advertising and apply it to online advertising…but I would suggest you flip that around. Do some online testing…save some bucks…and then when you find something that works take it offline!
So while offline advertising can be a profitable internet marketing strategy, unless you know what you are doing or have a large budget you want to spend, I really recommend you start advertising online first. This will help you get your testing going, start your list building and will cost you less money in the long run. Otherwise, you’re going to be spending a lot of valuable money on testing offline advertising…and the majority of that won’t.