How To Link Your Online And Offline Marketing
On first glance, it might seem that the idea of linking your offline with your online marketing doesn’t make any sense. How are the two connected? But when you think about it, there are many ways that they are integrated into a single whole that is your business. It turns out that when you use offline and online marketing together in concert, you end up generating better results for your business than if you’d approached both separately.
So how can you get online and offline marketing working better together?
Track Your URLs
One of the cool things about digital marketing is that you can track practically anything you want and collect data. This allows you, potentially, to hone your advertising and generate better, more relevant messages – something that most businesses do.
What most businesses don’t do, however, is use tracking technology to figure out which offline marketing channels their customers are coming from. This isn’t something that is hard to achieve. All you have to do is create a unique URL for each marketing channel and then set your website tracking up to detect whenever anybody comes through a specific funnel, be it from a mobile billboard advert, a magazine advert, or an ad you put up in the local grocers.
Use QR Codes
Mobile technology has come on leaps and bounds over the last decade. One of the coolest innovations is QR codes: little two-dimensional barcodes that can be scanned by your customers. QR codes can be used to perform all sorts of actions, like forwarding you to a website or showing you a video. As such, they’re a great way to link your online and offline marketing campaigns. All customers have to do is open up a magazine with your advert, scan your QR code and immediately they’re delivered to a product video explaining how your service works. It’s genius, really.
Use Online Data To Provide Background Information
Inbound marketing is all the rage right now. But this type of marketing doesn’t suit every company. Some companies are still dependent on things like cold calling. The problem for many of these companies is that they haven’t realized that the can leverage the data they’ve collected about customers from their online interactions. If for instance, you’ve already got information about a client and know their preferences, then it makes sense to tailor cold calls to these preferences. A customer, for example, could have shown a particular interest in one of your products, so it makes sense to target this product first before going back to your regular script.
Use Offline Shows To Drive Social Media
Social media might happen online, but it’s fuelled by what’s going on offline. The world of social media wouldn’t be absorbing if people weren’t posting pictures of their cats and complaining about Donald Trump. Businesses need to recognize that to have a substantial social media presence, they need to do things that people find interesting in the real world. Tradeshows showing off new products are a great example.