Many companies today are mistakenly sacrificing their offline marketing efforts in a bid to ramp up their online marketing efforts and social media presence. The problem with this approach is that the most successful online marketing tactics are those that are combined with offline strategies.
One of the most common reasons people fear marrying the two strategies is the belief that it will be hard to maintain brand awareness over a variety of marketing channels but this is simply not the case. In fact, using both marketing mediums actually will allow for more consistency because your brand will be seen in more places – from your Facebook page to email blasts to print ads and brochures. Using the same logo, fonts, colors, and graphics is the key to your success.
If you are unsure how to go about combining your online and offline marketing strategies, here are five simple and effective ways to get started:
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Make sure your offline marketing pieces – takeaway brochures, direct mail pieces, print ads –contain your website address, as well as links to social media sites you are active on, such as Facebook and Twitter.
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If you will be attending a tradeshow or holding another type of event, make sure you promote it on your social media sites. Further, when practical, stream these events live on your website or upload video of the event.
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Include a coupon in a direct mail piece that customers can redeem online, or allow customers who visit your website to print a money-saving offer that can be redeemed in-store.
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Use testimonials to drive business. For example, if someone writes a glowing review of your online service, use that in your print ads.
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Always have a strong call-to-action. No matter what type of media you are using, make sure that your customer leaves knowing what to do next. Some effective calls-to-action include asking customers to refer a friend; telling them to visit the website to learn more; suggesting that they like you on Facebook; or encouraging them to follow you on Twitter.
Once you begin combining your marketing efforts, you will find more and better ways to market to a wider audience. You also will get a better feel for what does and does not work for your particular brand. While online and offline marketing techniques each have their own unique strengths, when they work together they can only become stronger.