We are in a digital era where most marketing activity takes place online, which determines the success of a business. With this, it is easy to forget that there’s such a thing as offline marketing as well. While online marketing is essential for your business’ success, neglecting offline marketing often becomes a big marketing mistake. Today we are going to talk about how to unify online and offline marketing.
To maximize your marketing campaign, you should combine both online and offline marketing. Incorporating data from offline marketing in your online marketing can give you more insight into your customers’ behavior in the real world.
Thankfully, many marketers are beginning to understand this. Even online customers switch freely between digital and physical worlds throughout their buyer’s journey. This is why Online-to-Offline marketing (O2O) effectively helps businesses reach out to their customers through different touchpoints to boost their brand engagement and, ultimately, sales.
The first encounter that a customer has with a business is usually through marketing. This is why brands that want to reach out to more customers have to intensify their online and offline marketing efforts.
If both the online and offline strategies of a brand don’t align, they will have a diluted and inconsistent message at different touchpoints. Instead of convincing the customers towards the brand and making them look up their product offerings or making purchases, it will confuse them and look away.
So, it’s not just important to use both online and offline marketing methods. It is also vital that you unify them, so they don’t confuse the targets.
Seven Smart Ways To Unify Online And Offline Marketing strategies
1. Take Online Activities Offline
For many who aren’t aware of this, there’s such a thing as click-and-collect shopping. This is one of the most effective ways to combine both online and offline marketing strategies. With this strategy, customers make an order for an item(s) online, then they go to a nearby store to collect them.
Order online, collect in a physical offline store! This gives the customer the instant gratification that comes with online services while also encouraging people to visit retail stores in their locality. They could end up buying other things impulsively during their visit to the store. That’s more sales for the business.
2. Collect Customer Email Addresses Offline
It’s easy and very common to get email addresses online or have people sign up for your newsletter. However, you can connect online and offline marketing by collecting the email address of customers who come to the store to make physical purchases. You can build excitement about your business with offline marketing then ask the customers to take action online. QR Code Generators can create custom QR codes that can seamlessly capture customer data at your store’s physical touchpoints, driving online action. The actions you expect them to take might range from reading your content to making a purchase. You could even specifically lead customers to content that you want them to read online through your offline marketing. Make your physical customers support your business online and vice versa.
3. A Warm Phone Call To Prospects And Customers
Although this isn’t a commonly used marketing tactic anymore, it can still have the same effect it always had. Calling your prospects creates a personal touch between them and your brand. Phone calls are very personal and require immediate response, unlike email messages. So, you are taking online data of prospects or customers you met online and using it as a part of your offline marketing strategy.
This strategy is witnessing a renaissance because of the results that it delivers. Warm calls have always been known to provide good results. It can lead to brand loyalty and increase credibility with the customers. In the end, it will lead to more sales.
4. Develop Offline For Online SEO
Many businesses make the mistake of disregarding SEO for their offline marketing because they think it doesn’t affect their online performance. This is false.
When customers, through online SEO, find a business. They go through their online presence, social proof, and review to create an expectation for what to expect offline.
The business owner or marketer must make sure that what’s offline reflects what customers see online. They shouldn’t have high expectations based on what they see online and meet something different offline. Both must tally; otherwise, you will lose them, and they will go back online to drop bad reviews, which will destroy your online SEO effort.
5. Use Consistent Designs For Offline And Online Platforms
One effective way to combine both marketing campaigns is to use the same design on both platforms. This will help you get better results as you are more recognizable. Brand name, fonts, color, etc., have to be the same so that when people see it anywhere, they recognize your brand, whether on social media platforms or a billboard.
6. Attend Events, Trade Shows, And Conferences
If there are just a few opportunities to bring your online business offline, then conferences, trade shows, and other similar events are the peak of such opportunities. Events like these open you up to more buyers, prospects, and leaders in your industry. So, you have an excellent opportunity for offline marketing with these events. The possibility of networking with people will boost your online reputation offline even if you don’t have a physical store. You can also distribute print materials about yourself and your brand, and you can get the opportunity to be a speaker in the future.
7. Make Your Campaigns Flexible
If you’re combining both offline and online marketing strategies, then you have to be flexible. However, it might be challenging to choose the best KPIs to measure your campaign success. Retailing is changing dramatically, and both offline and online marketing are affected.
Some Of The Factors Susceptible To Change Are:
- Customers and their needs
- Performance capabilities
- Company skillset
- Competitors (with their strategies)
So, if you’re looking to optimize both offline and online marketing campaigns, you have to look at your KPIs and determine the ones that need to change.
The good thing with marketing your business is that it doesn’t have to be digital or traditional marketing. You can combine both to be more successful at it. You will be able to attract more attention to your brand online while also boosting your visibility offline.
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