Prospects and customers don’t use just one advertising tactic, or one online channel. Instead, they use a plethora of opportunities to interact with businesses. If you’re not reaching them on every pertinent channel in an integrated way, you’re missing out on possible sales and long-term customer relationships. Take a look at some integration examples to help spark ideas for your own integrated online and offline marketing campaign.
When starting out with considering integrating your offline and online marketing campaigns, you’ll need to consider the power of congruency across channels. Then, ask yourself questions about coherency and consistency. If your marketing efforts are overlapping or inconsistent, it makes it confusing and even off-putting for prospects that might be interested in the products/services that you offer. If they’re coordinated from start to finish, customers will recognize the continuity and be more aware of your brand and its offerings.
In addition, each marketing campaign should add something to the other. In almost all cases, campaigns should reproduce and enhance each other so they add up to something much more powerful than if they were siloed. If you’re achieving this, you’re well on your way to a successfully integrated campaign.
It all starts with creating conversations and inviting customers and prospects to join in. One of the most effective ways to initiate and systematize online conversations and social shares is through the use of hashtags. These social media tools help identify and organize topical interests, such as customer relationship management (CRM), manufacturing, enterprise resource planning (ERP), and many more topics and industries.
To integrate this online marketing strategy with your conventional, offline efforts, consider utilizing the hashtag on all marketing tactics, such as flyers, billboards, TV, brochures, banners, etc. Prospects and customers will be able to see this hashtag and easily go from looking at your offline marketing tool (flyer, banner, etc.) and translating it into an online marketing tool (social media). In addition, hashtags are often unforgettable, catchy, and much easier to take away from an offline marketing platform than something as (occasionally) complex as a website URL.
QR codes are designed to robotically link the online and the offline through an individual’s smartphone. By taking a picture of a QR code –these codes can be found on flyers, on actual products that are being sold, and other traditional advertising tools– prospects and customers will be redirected on their phone to a specified landing page, the company’s Facebook or Twitter page, or another desired online location.
To take advantage of on the use of QR codes, consider incentivizing this. For example: if someone were to use a QR code from an offline advertisement, they’d be able to receive a certain percentage off of their purchase. You’ll have your marketing efforts integrated and newly satisfied customers.
If you’re adverting your products and/or services offline through flyers, ads, billboards, etc., it’s likely that forecast are going to search for your business online. Paid search engine advertising through Google AdWords gives you a spirited advantage over other similar business that could come up in search engines by being shown at the top of Google’s search results. In addition to traditional paid search ads, you can also choose from other campaign types, such as retargeting or even geo-targeting campaigns.
When creating these online ads, it’s necessary that the scheme and overall feel of the ads match what’s being done offline as well. The congruency of the two will make your business much more recognizable than if they’re completely siloed.