This is something which all too many businesses neglect these days. Offline traffic generation is simply using offline means to promote your website. This includes radio sports, print ads and TV. When you have a high average value per lead, this method can work well.

While it costs more than online advertising, if your product or service is one with a higher price tag, it can be well worth this expense. This is also a great supplementary strategy to your online advertising.

We worked with a pest control company here in Sydney not long ago. This company has a full page ad in the Yellow Pages which we added a invitation to go to the company’s website for a free download - in this case, a report about termite control.

Basically, if users don’t call the company just based on the ad, there’s a second chance to actually get their contact details on the website and use that follow-up sequence to convert them, especially for a relatively expensive and complex service delivery, such as termite control.

The basic idea of this process is to drive traffic to your site (as well as to create an interest in it) by using a free giveaway like a free report. When you offer this, you can get the contact information for people who download your freebie and then keep in touch with them via auto-responder. This will make people better educated about what you have to offer and get people contacting you who are truly interested in your products and services.

If you operate a retail business, then you can capture names for your customer newsletter or some sort of offers that you deliver on an on-going basis. Borders Books and Music do this very well. I also noticed the other day that my local running shoes shop has an invitation to join their online newsletter printed onto every sales docket. It cost them almost nothing to do it, but it can add to the incremental number of leads that you generate on an ongoing basis. There are actually tonnes of opportunities to do this with all types of offline marketing.

Name Capture and Follow Up

Name capture and follow up marketing basically means asking for your prospect’s email and other contact details so that you can stay in touch with other relevant information. It’s probably the most powerful technique in online lead generation. If you can capture the attention of prospects and follow up on an ongoing basis, you can generate so many more sales ready leads.

This also works as a conversion strategy, since these visitors will be people who are interested in buying your product or service. This traffic generation strategy can bring in a lot of repeat visitors to your site.