Are your offline and online strategies and marketing tools working together or competing against each other?
For offline and online marketing campaigns to maximise their return on investment, there needs to be clear integration, strong alignment and a symbiotic relationship with all your marketing tools. Whether you have a small marketing team of two people or a large international marketing department, here are 7 ways your offline and online marketing tools can play nicely to optimise not dilute your marketing strategies.
Define clear marketing goals
The goal of an integrated marketing plan is to have all of your marketing efforts supporting each other, working together to promote your business. One way in which to do this is to have the same or similar goals for your marketing strategies whether they are offline or online marketing campaigns. The synchronisation of marketing goals also makes it easier to track and measure the results of your marketing efforts.
Keep the look and feel the same
Your website, social media sites and all your internet marketing tools need to look similar to your offline branding such as print advertising and direct mail. Your brand image should be consistent and clearly communicated to your customers throughout all your marketing campaigns. This means that design elements such as imagery, logo, fonts and corporate colours must be the same whether you are running an offline or online marketing campaign.
The message must be the same
As well as integration of the design, the brand message, tone and slogans should be the same and all your online and offline marketing collateral should include your website and social media details. This is important whether it is copy for a print campaign, you are organising a corporate function, or you are communicating to your customers and clients via social media. The key words here are consistency and uniformity.
Execute your marketing campaign across all your marketing materials
A large organisation may use several different marketing agencies to fulfil their email, direct marketing, advertising and public relation campaigns. However, it is important that all consultancies are briefed on the campaign and their roles and responsibilities and the timelines for both offline and online campaigns. Agencies will have varying lead times so it’s important to liaise with them to ensure the campaign is delivered on time.
Use the same keywords
Once you have identified keywords or keyword phrases to optimise your website or your pay-per-click campaign, why not use these same buzzwords, action words or language in your offline marketing campaigns such as your print ads, radio spots, and television commercials. People searching for businesses similar to yours identify these keywords with your business and use them to search for your website online.
Don’t just link to your homepage
Create dedicated landing pages on your website for specific email marketing, advertising, public relations and other marketing campaigns. Not only will customers be directed to the information they require without having to trawl through your site, you will also be able to easily track the success of these campaigns. The conversion rate for your offer will improve if it is linked to an effective landing page.
Provide various forms of call to action
Your online marketing and traditional marketing efforts should provide several calls to action to try and convert customers. This includes contact numbers, website address and social media addresses for offline marketing materials and large call to action buttons, contact numbers, online enquiry forms and social media buttons for online marketing campaigns.
Integrated marketing is an excellent way to tap into the opportunities new media provides, get the most out of your marketing campaigns and maximise your marketing dollars for the highest ROI possible. Contact us to find out how our SEO company can work with your marketing team to incorporate SEO campaigns into your existing offline and online marketing strategies and make every marketing dollar count.
