Have you heard people talk about marketing online and off-line (i.e. print ads) as if they were completely different animals? This might have been more common even just a few years ago, but now, of course, we know that the two can be connected, especially with the rise of social media and next-generation smart phones.
Even though they might recognize this evolution on a conscious level, some business owners continue to treat their online and off-line promotions separately. This isn’t the biggest blunder in the world, but it is one that can hinder either marketing strategy from working to grow your business as effectively as they could.
Here are three quick ways to ensure that all your marketing campaigns are pointing in the same direction:
Find a core message and stick to it. Your web pages, tweets, blog posts, print ads, and press releases (for example), should all have a consistent theme, instead of feeling like a random collection of communications. Giving one compelling idea for your business is twice as effective as ten very strong but separate ones ever could be.
Send online customers to your retail location, and vice versa. It’s gotten easier than ever to get customers who’ve never seen your website to register online, or turn those Internet shoppers into foot traffic. Take advantage of tools like special events, QR codes, and e-mail newsletters to attract a following in as many places as possible – later, you can stay in touch with them via whichever methods are most cost effective.
Give all of your marketing a similar look. This is a core strategy for branding, which is what you should ultimately be seeking to do with your customers, regardless of how they come to you. By seeing the same colors, logos, and types of images in your communications, you’re teaching buyers what to expect from your business. That’s always going to be good for sales in the long run, regardless of whether you’re meeting customers face-to-face or through website