How many online and offline marketing tactics are you using right now? How many campaigns do you have running currently and how many are in the works? It can become a muddled mess.
Careful planning, an organized timeline, and structure are the only way to make sure that your marketing efforts are as successful as possible.
And let’s be honest, unless you have help it’s easy for your marketing plan to get away from you. Some marketing tactics will fall short of your goals but because you’re so busy trying to keep it all together, you won’t notice or have time to fix them.
So what’s the solution?
Online and Offline Marketing Integration
Analytics and automating your marketing plan are two helpful approaches. However, in addition to embracing the social media and power of technology, consider an old fashioned approach.
Focus on adding and integrating one tactic at a time.
Instead of trying to pull all of the pieces together and to expand your marketing efforts into several new channels, pull back and prioritize.
What marketing channel or tactic is most important to you right now? What can generate the biggest results? Focus on this tactic first. Measure results, track the data, and fine tune your efforts to generate the highest return on investment.
For example, your goal might be to grow your email list through your offline print materials. Choose one print material or create an in office or in store campaign to send traffic to your opt-in page. Track how many visits your page gets and how many of those visitors sign up. Work to increase your traffic to that page and your conversions. When you believe that the campaign is as good as it can be, (right now), then it’s time to add another marketing channel or tactic to your plan.
This approach helps you create a laser focus on your marketing. Instead of feeling pulled twenty different ways, you can create powerful and effective marketing campaigns.
Once you implement a marketing campaign, how will you know if it was successful? What should you measure and track?
Key Metrics For Online and Offline Marketing
Ideally, you’re tracking a few key pieces of data. You’re measuring the information and using it to set new marketing goals and objectives. When you’re striving to integrate your online and offline marketing tactics and build a cohesive and well, profitable, marketing strategy it’s essential to measure and track a few key metrics.
Return On Investment (ROI)
Offline marketing isn’t cheap. It can cost you several thousand dollars for a print ad placed in your local newspaper or in an industry periodical. How do you know that you’re making any type of return on investment? One of the steps marketers take is to ask new customers how they found the business.
If they say “I saw your ad in ABC magazine,” then you can add that to the spreadsheet tally. However, this tracking system is full of holes. It’s more efficient and productive to send your advertisement viewers to a landing page on your website. You can track every single visit your ad generates by measuring visits to a unique website address, which you created specifically for your ad.
Conversions and Click Throughs
Online you’ll measure conversions and a click through rate. These are essentially people who have taken the action that you requested them to take. “Buy now,” “Visit my website,” and “Download my free report,” are all examples of requests or calls to action. Each time the desired action is taken you’re able to measure a “click through” or a “conversion.”
Other metrics you can measure online and offline include
- referral traffic
- return or repeat visits.
Once you’ve established your goals for your marketing strategy, decide how you’re going to achieve your goals and how you’re going to measure success. When linking offline and online branding you’ll want your tactics to support one another and achieve the same objective.
How do you merge offline and online marketing for your business?