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Your company may have successful marketing campaigns on tens of different platforms. But are they connected? If you are trying to conquer the modern market, a comprehensive strategy is a must, not an option.
According to Salesforce studies, 86% of marketers believe that creating a cohesive customer journey is crucial. This means that it is important to unite offline and online marketing in an attempt to create the right user experience. But how to do it? Below, we discuss eight strategies that work.
Know your customer
The first step in creating a viable and effective digital marketing campaign is knowing who it is aimed at. Here are a few questions to answer:
- What do the customers do when they surf your website?
- How do they want to benefit from your goods or services?
- What motivates them to choose your company?
To know your audience better and create targeted digital content, you can use the following methods: focus groups, social media reviews, and surveys either online or offline. By gathering information on demographics, interests, and aspirations and analyzing it, you can understand the audience’s problems and needs.
Create unified focus
You probably know that it’s quite challenging to monitor ROI in offline marketing and unify all channels. But this goal is achievable if you create the same focus for all media sources. For example, if you launch a new campaign for billboards or TV, the same instruments should be used for email marketing and social media promotion.
To do it, all your offline events should point to a landing page or other web resources. If you focus on social accounts, don’t forget to include information about offline meetings and conferences. Remember, event management allows saving time, improving decision-making, and even saving operational costs.
Develop a cross-platform strategy
Did you know that it is possible to use online and offline marketing at the same time to achieve the best results? To promote offline events on the Internet or tell about your product during real-life meetings. For example, put a countdown or a catchy banner on social media to create fuss and excitement. Or to design catchy visuals in print and encourage visitors to follow you on Facebook or Instagram. In this regard, affiliate marketing and cooperating with bloggers can be very effective.
To boost the results, offer customers a certain value: a free e-book, discounts, and so on. If you find it hard to create good-looking and professional materials, try using free templates and guidelines on YouTube or similar platforms.
It’s important to consider that customers may be eager to see that you have an online website where they can place orders from the comfort of their homes. Displaying online advertising via digital signage can be a great way to show what discounts and online exclusives you have available.
Share QR codes
QR codes are great for creating a bridge between the online and offline worlds. You can share them on offline events, corporate websites, or social media to tell more about the product, offer a discount, or promote certain events. These codes give a great opportunity to engage various categories of customers, especially now when the only thing needed to read them is a smartphone camera. Use a QR Generator to create the code for free and insert it into all your media accounts and even in print.
Share social media in print
The next way to get followers is to promote your accounts on communication platforms and professional networks offline. The most traditional way is to include such information in business cards, flyers, menus, and other visible places depending on the niche. Encourage people to connect with Facebook, Foursquare, or Instagram and witness significant audience growth.
Be creative
It is not a secret that building and promoting a business is one of the most challenging processes that require constant involvement and attention. That is why it is important to remain creative and present, not depending on whether you focus on the Internet or offline markets. Here are a few creativity tricks to apply:
- Personalization. Show the audience that you understand their needs and are able to address them. When sending emails or printed materials, try including customers’ names and referring to their personal needs.
- Video content. Instead of generating plain texts, consider adding videos to make the information simpler to digest and more appealing. With the help of Fastreel by Movavi or other free video editors, you can use online templates or improve your content in a matter of minutes.
- Offline events. Launch a festival, seasonal fairs, or other events that reflect your product or service. This helps to build stronger bonds with the audience and attract more customers. Consider event marketing ideas to get started.
Direct offline customers to the Internet
A great way to combine your online and offline strategy is to send people to your company’s website or social media accounts. For example, add a QR code to the print materials, hold a website promo campaign on local fairs, add links to social media accounts, and so on. This strategy is extremely successful in generating leads from real life and creating stronger bonds with the audience. However, it may be more time-consuming and require extra stuff.
Use branded design across all channels
Another way to merge online and offline marketing is to use the same design across all platforms. Brand recognition contains numerous advantages: higher customer loyalty, advertising efficiency, lower price sensitivity, and more. To achieve these results, include the brand name in a visible place, use the same colors and fonts, and come up with a memorable logo. You can use DesignEvo or similar products to design a high-quality logo.
It is also wise to get familiar with content marketing trends and draw inspiration from competitors. But don’t copy someone else’s design to avoid lawsuits.
Wrap-up
It doesn’t matter whether you are planning b2c or b2b marketing – you should think of an overall strategy instead of setting separate goals for online and offline marketing. Consider them as parts of a comprehensive and long-term strategy and see how effective this approach will be. Good luck!
Photo by Firmbee.com on Unsplash and Photo by Merakist on Unsplash