Website Optimization and its effect on offline marketing

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Do marketers consider website optimization or SEO efforts when planning their offline marketing strategy? Leveraging website optimization efforts can provide you with a more insightful and better crafted message for your offline marketing strategies.

According to Marketing Sherpa’s study, “Discovering the most effective messaging and positioning is crucial for crafting an effective value proposition, and then incorporating that vision into larger marketing campaigns. Website optimization offers marketers a chance to test these elements of value, and to use these results to isolate which products, messages and campaigns truly resonate with their audience.”

The question to the respondents was if their organization used lessons learned from their site’s optimization efforts to make adjustments to their offline marketing campaigns.

Website optimization appears to have a positive effect on other marketing operations, as 70% of those surveyed reported they use website optimization lessons to inform offline campaigns and other marketing communications.

70% of the organizations use website optimization insights to inform offline marketing campaigns.

Use website optimization findings to improve overall marketing efforts

While this 70% is a significant percentage, we learn from subsequent data in the 2012 Website Optimization Benchmark Report that marketers who have reached more advanced levels of optimization practices are 57% more likely to assimilate lessons from optimization testing protocols into offline campaigns and broader messaging.

Online testing is a cost-effective way to produce more effective marketing strategies in expensive offline channels. Identifying the keywords and keyphrases your audience searches for and responds to enables marketing to craft messages that produce better results.

Have the real-time, real-world insights you have gained from online testing allowed you to affect other areas of the company, such as product development and customer service?

Website optimization efforts help you sharpen your overall customer theory

When using validated test data, website optimization can offer insight into your customers’ inner motivations. This is why it’s so important not to leave money “on the table” when choosing to omit these insights from other marketing initiatives.

Website optimization discoveries allow you to better convey your value proposition in offline channels and therefore improve your offline marketing.