YAHOO! SEARCH MARKETING TIPS

Maximizing Offline Channels to Drive Search Success

As the data from the study demonstrates, offline channels are definitely driving people to search, and ultimately, to purchase. Smart marketers will capitalize upon that trend and work to maximize the effectiveness of all of their channels to turn prospects into customers. Here are some tips to drive more traffic to your website.

Get data from search marketing reports
From the search marketing reports, you can find the most frequently searched keyword and the specific creative used in the paid search ads that generated the most clicks and the most conversions for each product. This information would not only help determine what products to promote in other channels, but would also influence the words used to describe these products. This ability provides you with key insights into how consumers identify with your brand, messaging, and offers through keywords.

Make it easy to find your brand
Work with search marketers to ensure that your websites are optimized around the terms that appear in your offline channels. This makes it easy for consumers to perform a search and find your brands in search results. It means including phrases like “Search ‘ABC Digital Camera' on Yahoo!” or “find us on the Internet by searching ‘ABC Digital Camera'.” In addition, offline marketers should include the company URL just as frequently and prominently in their advertising as their enquiry hotline.

Be consistent with look, feel, offers and messaging
Include the most effective and already proven phrase in your offline advertising and bid on your slogan or tagline. This can help prospects to perform a search that can result in your website being returned prominently in the search results.

Consistency of look and feel is also important. If a prospect reads your slogan or product name on the side of an orange and blue truck in bold black type, they should be greeted by a website that contains the same colors, with your slogan or product name included. This reassures them they have reached the right place.

It's also critical that offers and messaging be consistent. For example, if your offline offer includes a free download or demo, or a 30% off discount, then make sure that searchers see this offer when they arrive on your website or landing page.

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