Tips to drive Web traffic

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Direct users to Web from offline. Tactics as simple as prominently displaying the company's URL in offline channels are becoming increasingly common. But doing so is still the exception, and not the rule. Rarely used - but extremely effective - are offline campaigns that overtly state "search keyword: Buick," or "Google Maytag."

Incorporate your URL in any message that has your toll-free number. Simply adding the phrase "àor find us online atà" could prove to greatly enhance results. A URL can be a lot easier to remember than a phone number. And it is more economical to communicate with potential customers online than via telephone.

Stock your site with information. Marketers should keep in mind that there are potential customers who might not be ready to buy now, or who might simply be averse to speaking with someone on the phone. However, many of them would seize the opportunity to explore a company's Web site, obtain all the information they need and ultimately make a purchase.

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