Marketing is the backbone of every business. Because of technology today, you’ll need your business to be visible on offline and online platforms.
There are numerous ways you can market your business today that you may be confused about where to start. You can decide to do all or choose specific marketing strategies.
But it’s important to know that marketing on a particular platform is not enough. You’ll find true success in integrating your chosen marketing strategies across online and offline platforms.
Your digital marketing efforts may boost your traditional offline marketing efforts and vice versa.
Here, we’ve put up the top tips to easily integrate your online and offline marketing efforts to realize greater results.
Why Integrated Marketing?
It would help if you treated your offline and online marketing channels as complementary rather than competitive. To successfully integrate offline and online marketing strategies, you have to see them as one.
An integrated marketing strategy will cater to different portions of your customers or audience. By integrating offline and online marketing, you can reach various audience categories and pass the information about your brand effectively.
Integrating your marketing strategy will give you more reach and multiple channels through which you can boost your sales.
Here are the top tips for integrating your offline and online marketing strategies into one cohesive, effective campaign:
- Keep Your Message Consistent Across all Platforms
Consistency is key in marketing. What you say offline should be the same online for your audience to easily recognize your brand on all platforms and get the message without mixed feelings.
Consistency provides a greater advantage over the competition. It gives your business an increased perceived value, which increases sales and customer loyalty.
- Associate Offline Promotions with an Online Call-to-Action and Vice Versa
Promote your offline marketing products through your online channels; do the same for online marketing products. For instance, if you’re about to put up a TV ad, promote it through your social media channels before the launch to boost its reach.
Create a countdown if possible, or show a preview of the ad on your website and social media channels. Your aim should be to generate excitement among your audiences.
Additionally, on every online message you send to your customers or audience, include a call-to-action. For instance, if you have a physical store, encourage the online audience or customers to visit. Ask customers to call back for more information.
All you need is for customers to come to you online or offline, they should see the call-to-action on both sides.
- Use Online Data to Complement Offline Strategies
Online marketing can generate customer data.
Use the data from online channels – Facebook, your website, Twitter, etc. – to analyze customer behavior and profiles and get insights into your customers’ patterns.
Use this information to organize your store and learn about what products your customers prefer or how they prefer it.
Your goal is to maximize the data and information from online channels to support your offline presence.
- Use Teaser Advertising
Elevate your audience’s emotions. This is where the movie industry continues to win over other industries.
Marketing research has shown that people enjoy the experience they get from being intrigued in entertaining ways.
It is nearly impossible to ignore a new trailer of an Avengers film. This is what you should apply. Feed the peoples’ curiosity about wanting to be on the know using teaser campaigns.
Offline to online marketing is the best way to use a teaser campaign. For example, drop the teaser offline and direct your audience to your website to view the whole of it.
The intention is to grab the audiences’ attention and call them to action by visiting your website.
- Bring Offline Events and Activities Online
As millennials and Gen-Zeders gain more power in the marketplace, they increasingly demand authenticity and accessibility. They need authentic interactions with their brands.
For instance, click-and-collect shopping is gaining more attention. Customers now prefer to shop online and collect physically in a nearby store. Make that happen.
To be more authentic, create offline marketing events to give consumers what they truly want to experience. If you’re holding a launch party, a semi-annual sales party, or a fundraising event for the charity you support, bring the event online.
Advertise and promote the event on your website and social media pages. Send an email to your mailing list and invite the local customers.
On the event day, make the event live through Livestream on all the channels you can access. After the event, share the pictures and videos on your website and social media channels and send emails to thank and congratulate those who attended offline (physically) and online.
- Get Personal on your Customer’s Mailbox
Make your customer feel special; it’s everyone’s dream.
For example, make your customer’s interactions customized and trackable using personalized URLs, which are called PURLs.
PURLs are unique and personalized Landing Pages. They are often used in direct mailings or email marketing campaigns. They are created especially for each email or direct marketing recipient. They make the recipient feel valued.
- Use UTM Codes
It would help if you employed all the available efforts when integrating your online and offline marketing efforts.
Using a UTM will give you insights both on your online channels and help you understand the offline campaigns.
A UTM code is one of the best tools to monitor your online campaigns because it allows Google Analytics to tell you the source of your searches and which campaign brought them.
You’ll get information from your online campaigns such as demographics to help you plan your offline campaigns effectively.
- Build a Mobile App
If you’ve really dedicated your efforts to realize a seamless online-offline marketing experience for your customers, building an app is a consideration you must give deep thought. The advent of smartphone technology has changed the world.
Today, everyone brings their online devices to all of the offline events and places they go, and then they share all of their offline experiences online. It’s somehow a standard practice.
A mobile app will help you with seamless online-offline marketing because an app can:
- Provide an easy-to-find spot for all exclusive and non-exclusive offers.
- Enable customers or viewers to easily leave reviews.
- Enable users to access stores easily using a store locator with synced GPS directions.
- Invite users to your social media channels.
Above all, the app will also mean that users are with you wherever they go.
Your aim in marketing should be to have a cohesive marketing strategy. And you need to integrate all your media types, levels, channels, and business sections.
While you can be exposed to many different marketing strategies and platforms, you may not cover them all to succeed in your business. All you need is to find the best strategy that works and gives you a seamless online-offline marketing experience.
We believe that this article has given you a lot of insight and tips for integrating your online and offline marketing experience. You can learn more about online marketing on other quality websites. You can also learn about PC tips and tricks and other vital PC repair hacks.
About the Author
As a Journalist by profession, Jessica Bullet has extensive experience in writing about various topics under the sun, including technology, gadgets, travel, social media, and digital marketing. If she’s not writing articles for Software Tested, she’s either watching her favorite TV series or playing video games.