Integrating Offline and Online Marketing

Most businesses spend huge amounts of money on promoting their businesses online and offline to their customers. These businesses, however, are missing out on a huge opportunity to cash in on the full benefit of their marketing activities because they are not combining their offline marketing activities with their online ones.

Integrating the two is extremely important because you will be missing out on an enormous amount of potential business if the online and offline don’t work together. A prime example of this is, if a potential customer comes across an advertisement for your business without your website address in it, they won’t be able to access further information and will likely go to another business to get that information.

Another important factor is that, unless you convey the same messages across your website and brochures or newspaper ads, customers can become confused. To ensure that you get the most out of your combined marketing strategy, there are some basic tips that you should follow.

Ensure that you convey the same messages every time.
The messages you employ on your website and your online advertising needs to match your offline efforts. If your emails don’t look the same as your brochures or you use a different logo on your website to the one you use in your other advertising, people will have no way of recognising your brand and while you may not lose customers, you will have trouble attracting new ones. So make sure your messages are consistent throughout all of your marketing.

Use the same Logos
You would be surprised how many companies change their logos and continue to use brochures and cards with the old logo still on it. Don’t send emails or direct people to a website with a different logo to your printed collateral, it only serves to confuse them.

Put your website address on everything
This is the most basic but the easiest way to integrate your online and offline marketing. Surprisingly, it is usually the most overlooked. Your website address should appear on everything – there is no point having a website if you don’t tell people that you have one. Put it on your business cards, letterheads, invoices, brochures, uniforms, signage – everywhere you can. This will increase your website traffic and this will flow into sales leads.

Link landing pages to your ads
For your advertising campaigns to have any chance of be successful, they should have landing pages on your website, this way it is far easier to measure the success of any one campaign. For example, if a prospective client sees your newspaper ad with a particular offer, give them a specific address that they go to on your website and then be taken to a page that is all about the offer they saw in your ad. Your offer will generate far more leads and sales if it links to an effective landing page.

At the end of the day, successful marketing is all about consistency, so take these steps to get your online and offline marketing working together. These strategies will give you a stronger brand and more leads and sales from your marketing.

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Tags: Offline Marketing, Online Marketing, Search Engine Marketing