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How to Integrate Online and Offline Marketing Strategies
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How to Integrate Online and Offline Marketing Strategies

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Integration Basics …

Integration Basics
1. Printed materials should include your URL, Facebook or Twitter handle in a place where customers will see the icons.
2. Use QR codes smartly.
3. Give people options for printed or online versions of newsletters, catalogs, special offers, etc.
Consistency
4. Branding, branding, branding.
5. Logo, voice, tone, brand colors, fonts, etc. should remain consistent.
Customer Targeting

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  • Most businesses spend a large percentage of their profits on promoting their business online and offline to their customers. However, many of these businesses are missing out on the full benefit of their marketing activities because they are not integrating the offline activities with their online presence.Integration is very important because you will be missing out on many potential customers if the online and offline aren’t working together. For example, if a prospect comes across an advertisement for your business without your website address in it, they won’t be able to access further information and will go to another business.
  • Customers can become very confused if there is not obvious relationship between what they see on your website and what is in your brochures or newspaper ads. Customers that are confused will generally not make a purchase, but will move on to another company.
  • Your website and online marketing needs to look similar to your offline branding. If your emails don’t look the same as your brochures or you use a different logo on your website to the one you use in your newspaper ads, people won’t recognize your brand and you will lose customers. So make sure your business colors and your logo are consistent throughout all your marketing.
  • Any catch phrases or messages that you include in one of your marketing activities should be carried over into all of them. Your main business slogan should appear on every piece of marketing material that you create, and messages from particular offline campaigns should appear on your website. The best way to get people to remember you brand and become your customers is consistency, so make sure you use the same messages in all your marketing.
  • Any catch phrases or messages that you include in one of your marketing activities should be carried over into all of them. Your main business slogan should appear on every piece of marketing material that you create, and messages from particular offline campaigns should appear on your website. The best way to get people to remember you brand and become your customers is consistency, so make sure you use the same messages in all your marketing.
  • Everyone in business is talking about keywords, because they have become one of the most important factors in marketing campaigns. To get your online and offline activities working together, you need to use the keywords from your offline ads in your website or bid for them on search engines. This will ensure that people who see your ad and then search for something they read in it will be directed to your site.
  • For your advertising campaigns to be successful, they must have landing pages on your website. To fully integrate your offline and online marketing, any campaigns that you run must be linked to a landing page. So if a prospect sees your newspaper ad with a particular offer, they can type in the URL in the ad and be taken to a page that is all about the offer they saw in the ad. Your offer will generate far more leads and sales if it links to an effective landing page. 
  • Another newly developed type of reference is called a QR code. This can be the fastest way for users to access your company’s website / landing page. In fact, a QR code is quickly becoming a dividing line between companies who are up-to-par in this digital age and those who are still lagging behind the times. See handouts.
  • Critical to effective marketing is understanding your customer base. Make your customers feel valued and appreciated by sending them information that is relevant to their lives. You are much more likely to have success with customers if you can offer them an aspect of your company that they are already looking for. For instance...Online - Direct mail marketing emails for specific products are a great way to engage your clientele. Give them the option of receiving specific products (such as catalogs) through the postal service. A great way to entice customers and make them feel special is to make a sort of “club” for your company which will allow them to receive special offers and coupons.Offline: Again, direct mail marketing (flyers, catalogs, postcards) is a top print marketing method. Be sure to offer or advertise only one or two related products or a specific product line. Include coupons and specials to be cut out or redirect customers to your online sites with the promise of coupons and specials (including your URL and a QR code, of course).
  • All in all, integrating online and offline marketing methods really is not that difficult. Just make it a part of your checklist before approving any document to go public or to be printed. And do be sure that if you haven't yet done so to create (or hire a corporate identity specialist to create) an official brand look and feel with specifics about colors, styles, tone, fonts, logo, and more. This way you can always use these brand guidelines to help your marketing always look like it is from your company, no matter if done on the web or on paper.
  • Transcript

    • 1. presen ts How to Integrate Online and Offline Marketing toPromote Your Brand
    • 2. Many businesses miss out on the full benefit of their social media marketing campaign by not integrating their offline marketing with their online presence.
    • 3. Customers can become confused if there is not an obvious relationship between your online and offline marketing.
    • 4. Match the look and feel of your online and offline marketing.
    • 5. Use the same logos and messages
    • 6. Put your website address on EVERYTHING
    • 7. Use the keywords that appear in your offline ads
    • 8. Link landing pages to your ads
    • 9. Use QR codes to send people to your website and/or special promotions
    • 10. Customize your marketing – both online and offline – to your customer base.
    • 11. Integrating online and offline marketing is not difficult. It’s just a matter of remembering to do it!