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Originally Posted On: https://thesiliconreview.com/2022/06/tips-for-unifying-your-online-and-offline-marketing-strategies

In the current digital world, most businesses focus their marketing efforts online. Digital marketing is undoubtedly overly beneficial to businesses, which has made it a popular option for brands to increase awareness and revenue. However, while online marketing has proved beneficial, businesses shouldn’t ignore the importance of offline marketing.

A perfect marketing strategy should combine both online and offline marketing efforts. This ensures that all your customer bases are covered, and the business doesn’t miss out on specific demographics. This article outlines tips that can help businesses unify these two marketing strategies.

Online vs. Offline Marketing

Online marketing or digital marketing are marketing strategies exclusive to the internet. Examples include email marketing, paid social media, and PPC advertising. Online marketing became popular because of the current technological world. It is a cost-effective marketing method compared to offline marketing, as businesses can connect better with their target audience.

Offline marketing includes traditional marketing efforts that occur off the internet. They include direct mail, customized stickers, billboards, print media, and broadcasts. These tried and tested marketing methods help businesses reach their local audience.

Benefits of Integrating Online and Offline Marketing

Most consumers prefer accessing brand or product information anytime, anywhere. In most cases, the marketing platform where consumers discover products isn’t where they make a purchase. For your business to succeed, you should identify where your target audience easily accesses or consumes content. Blending both marketing strategies is beneficial in the following ways:

• Stand out from the competition – Combining offline and online promotions expands your market reach. As your competitors compete for online space, your business will enjoy the best of both worlds. This increases brand visibility and recognition.
• Syncs your marketing efforts – Online and offline marketing strategies synchronize your marketing efforts. You can increase online traffic using print media to promote products that are available online. Include a QR code on posters that direct customers to your website or use hashtags on flyers, print ads, and brochures that direct social media users to an ongoing conversation.
• Effectively track and measure – Google Analytics has made it easy to monitor, analyze, and optimize digital marketing activities. Businesses can also use the internet to measure offline campaigns, such as A/B testing for promotional headlines. Unique tracking links also help businesses test their offline marketing efforts to identify the number of customers responding to offline promotional campaigns.

How to Combine Online and Offline Marketing Strategies

Brands can unify their online and offline marketing strategies seamlessly in the following ways:

1. Use one strategy to promote the other

Combining online and offline marketing strategies allows businesses to use them concurrently. For instance, before launching a TV ad campaign, you can raise customer interest and excitement by sharing fun teasers and behind-the-scenes on your social media platforms.

Creating excitement and arousing user interest before the launch increases the likelihood that they will watch TV when the ad airs. Similarly, you can use offline marketing efforts to push your online promotions. For instance, you can collect customer contact details offline and contact them online.

To encourage voluntary sign-up, offer your target audience something in return. Using both marketing efforts concurrently allows businesses to reach a wide audience without exceeding their marketing budget.

2. Use consistent branding on both platforms

Consistent branding is the most important element when targeting online and offline customers. Maintaining consistency means that customers can recognize your brand on print media, flyers, or social media ads. Consistent branding online and offline often comes down to design elements.

Use the same fonts, colors, logo, styles, and typography to make your brand name highly visible across all marketing channels. For instance, information on your company website and social media headers should have a similar appearance to details on business cards, flyers, brochures, and postcards. By doing this, brands can create a visual flow that makes it easier for new and existing customers to identify the brand, regardless of where they find it.

3. Build a mobile app

Another excellent method of integrating your online and offline marketing efforts is building a mobile app for your business. Modern customers prefer brands that are easy to use and convenient. Developing an app allows customers access to exclusive offers, coupons, ongoing discounts, and other special information. This always positions your brand at the forefront of your target audience and customers.

From the app, customers can redeem coupons from their phones without looking for physical coupons. They can also leave reviews directly from their phones, which is more convenient than other options. You can attract customers by offering rewards for apps downloaded. Ensure that your app features a store locator for online customers to find your premise easily.

4. Target a specific audience using incentives

Brands can use various online marketing strategies, including website marketing and email campaigns, to attract offline customers into their physical stores. Unfortunately, while customers can access emails and websites anywhere, not everybody can access their physical stores.

You can take advantage of this situation in many ways. For instance, you can roll out specific discounts, offers, and promotions only available in-store. This will certainly entice your local target customers to visit your physical shop. Doing this keeps your physical storefront healthy and open. It also boosts growth and revenue.

5. Encourage offline customers to come online

The same way businesses encourage online customers to participate in offline events, they should also encourage offline customers to engage with their brand online. To achieve this, start by ensuring your receipts and banners feature your social media handles and website address.

Offline marketing media should also include call-to-actions encouraging offline customers to follow your business online for updates, special discounts, and access to product releases. As mentioned, including QR codes in offline media that direct customers to your social media platform or landing page are also effective.

Endnote

Offline and digital marketing strategies have unique business benefits. Businesses should consider combining these methods to maximize exposure and visibility. Note that marketing offline doesn’t have to cost a fortune. Take advantage of cost-effective methods, such as banners, posters, business cards, and leaflets.