Online and Offline Marketing

In the digital era that we live in, it is quite common among businesses to focus their marketing efforts on the online realm, and neglect the offline side of that world. The undeniable fact is that this approach is a mistake. With the right offline marketing tactics you can cover much more ground and attract more people, especially those that prefer this more tangible form of advertising.

What is important for you to know is that there is no need to choose whether you are going to use one or the other. The best marketing strategies are actually the perfect combinations of both worlds. Offline marketing tactics will not only cover a greater audience, but they can also be the perfect way to drive attention to your online efforts. The same goes for the other way around – you can lead people to your website or your social media channels and make them interested in visiting your brick-and-mortar store.

In this article, we are going to discuss how to successfully combine online and offline marketing efforts.

How do you combine the two worlds? What are the benefits?

There is really a wide variety of ways that you can do this. The best way for most businesses has proven to be a creation of a journey through both. Let’s say that you own a café. You can start with a traditional marketing form and give out loyalty cards to people that buy a particular beverage at your place. The loyalty card can include something such as “Take a photo while drinking our beverage and tag us in order to get a gift card”. That way, people who visit your café will also engage with your business online.

As a result of this sort of engagement, your customers’ friends will see their posts on social media channels, and there is a chance that they will decide to see what you are all about. In the end, your café will get more customers thanks to your combo of online and offline marketing tactics.

The main benefit of combining the two worlds is the fact that you get to cover two types of audiences with just one campaign. You’ll be spreading the message about your business on both sides, meaning that you will significantly increase your reach. It’s also the perfect way to create a strong and consistent brand. Come up with your brand’s voice, and communicate the message the same way both to your online and offline audiences. By doing this, people will find it much easier to relate to you, and become your fans. Furthermore, people really appreciate putting a face to a name, so if you engage with them in person, your visual persona will only grow stronger and become more respected.

What is the power of visuals?

People are visual beings, and when you look at online and offline marketing efforts, you can realize that both have their own unique visual appeal. Just like it is important that you properly design your website, so that it provides your customers with an amazing and consistent experience that they will enjoy, you should also create visually appealing marketing materials that you are going to use in the “real world”.

You can come up with fence mesh banners, billboards, posters, signs, and even flyers and pamphlets. All of these are bound to attract attention, and make a great number of people interested in what you are all about. Make sure that your product or service takes the forefront, and is followed by a link to your website and social media channels, so that people can learn more about you, purchase from you online, or find out where they can locate your brick-and-mortar stores.

Listen online in order to improve offline

The online realm is the best place where you can hear what your customer base has to say about you. This is where your social media channels kick in as the perfect tools. By taking in all the customer feedback that you get there, and also engaging in discussions with your audience, you will get to know what you can do to improve in the offline realm. Not online will you know how to boost the offline part of your campaign in order to create a more consistent experience, you will also learn how you should improve your business efforts and your store.

In summation

As you can see, combining your online and offline efforts can create much better results than focusing on only one realm. So, stop thinking about either/or, and look at it from a “and/both” perspective. You will get to cover a much larger audience by combining online and offline efforts. Also, the perfect combination of the two actually makes the best marketing campaigns out there.

Take the feedback that you get from your customers online in order to boost your brick-and-mortar store and offline efforts. But, also, use the power of your offline materials to attract attention and drive more people to your online channels.

Digital Marketing Advice

For more advice on developing your digital marketing strategy contact Whitefish Marketing,  an established digital marketing agency based in Folkestone, Kent, with proven experience in growing businesses online presence. Call the team on 01303 720 288.

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