Your brand’s marketing efforts are how customers often encounter your brand for the very first time. 

Some brands choose to focus only on online marketing efforts, whereas others choose to only focus on offline marketing efforts. Unfortunately, this is a mistake.

In order to remain competitive in today’s fast-paced, cut-through world, it is imperative that brands take a seamless approach to marketing that integrates both digital marketing and traditional marketing efforts. 

This is crucial to a brand’s overall success.

Otherwise, the messaging that consumers receive may be inconsistent and confusing, which may lead to them reaching out to a competitor instead of encouraging them to interact with your brand.

The good news is that it isn’t too difficult to integrate the two types of marketing. 

Before we dive into some tips you should know about combining online and offline digital marketing strategies, let’s first learn what each type of marketing is.

2. Encourage Your Offline Customers to Go Online

It is always a good idea to encourage your online customers to take part in your offline events. 

At the same time, you should be working to encourage your offline customers to interact with your brand online.

You can start by ensuring your receipts have both your website URL address and social media handles. The same can be done with banners and advertisements. 

You can also include call-to-actions that will get them to follow you online for regular updates, more information, special discounts, and first access to new product releases.

Don’t forget to add a QR code that will allow customers to simply scan and be taken directly to your landing page or social media page.

With your customers engaging with your brand both offline and online, you have a better chance of fostering relationships.

3. Set Up Relevant Types of Dedicated Tracking

It is far easier to track your return on investment (ROI) when dealing with only online marketing. 

Now, while it may be a little more time-consuming, it is still possible to track your offline marketing, especially as it relates to your online marketing efforts.

One way to do this is to create a dedicated tracking system, which may be a dedicated URL or phone number. In either case, the phone number or URL would redirect back to your main phone number or URL.

With this type of dedicated tracking system set up, you will find that it is easier to track the effectiveness of your offline campaigns.

Of course, even after you’ve set up dedicated tracking, it makes sense to keep an eye on general trends as well. Maybe people mention your offline campaigns casually when interacting online—those mentions can say a lot, even if they’re not easy to sort into a spreadsheet. Tools like Google Analytics or even something like Mention can give you a quick sense of chatter that escapes traditional tracking.

And don’t underestimate the value of talking directly with customers, awkward as it sometimes feels. A short survey (ideally with some small incentive) handed out in person can fill in the gaps left by digital tracking tools. People love being asked for their opinion—even if they pretend they don’t—so making this process quick and friendly almost always gets you a few insights you wouldn’t get otherwise. It’s rarely perfect data, but not everything has to be.

4. Use a Consistent Design Across Both Platforms

Consistency is key when targeting customers online and offline. 

This ensures that consumers are able to recognize your brand regardless of whether it is on print material or on a social media advertisement. 

Your brand name should be highly visible, and the same fonts and colors should be used across online and offline digital marketing efforts.

Let’s say someone sees your advertisement in a local newspaper. If your brand design is consistent, they will be more likely to recognize your brand when they see it on a social media platform. 

The same is true vice versa. Cohesion is created when consistency is used.

5. Use Incentives to Attract Specific Audiences

From email campaigns to website marketing, your online marketing efforts can be used in an attempt to bring more of your offline marketing efforts inside of your store.

While anyone anywhere can access your website, only limited people will be able to access your storefront. 

This can be used to your advantage, though. For instance, you can create specific in-store discounts, promotions, and offers that will entice local consumers to walk through your doors.

It is important that you ensure your storefront is open and healthy, just as you do with your online store. This helps increase revenue and boost growth.

6. Develop a Mobile App

Yet another way you can approach a seamless online and offline marketing campaign is to build a mobile app for your customers. 

People are constantly looking for ease of use and convenience. 

By building an app that will allow customers to gain access to special information, coupons, exclusive offers, and more, you have the potential to put your brand at the fingertips of your customers at all times.

With the mobile app, customers can use coupons directly from the phone without needing to bring in a physical one. 

If set up to do so, they can leave reviews for your business directly through the app, which is far more convenient than many other options. Consider including a store locator so people can find you easily.

You can also offer rewards for customers who have your app downloaded, which may include receiving points for in-app purchases, visiting your store in person, and more. 

Ideally, though, the key would be to encourage offline actions with the app, allowing you and them to get the best of both worlds.

Wrap Up

It is all about the user experience nowadays, and by integrating both your online and offline digital marketing efforts, you will create a better and more seamless experience for your customers. 

This allows them to move through the sales funnel smoothly. Further, it will help build brand awareness and recognition, which will help ensure your brand stands out from the competition.

Need some help with your online marketing strategy? Check out this post on different ways to promote your brand online.

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