How to integrate your offline and online marketing campaigns

Last week we blogged about the advantages of offline versus online marketing and concluded that often an integrated approach is highly effective. In this blog post we identify ways to successfully combine your offline marketing efforts with your online marketing activities.

How to integrate offline marketing with online marketing

  • Website URLs: Your offline materials (e.g. brochures, letterhead, print adverts) should always include your website URL and/or social media pages (also be sure to provide links across all your online sites). You want to encourage your prospective customers to follow up their interest and find out more on your website.
  • QR codes: Include QR codes on your printed marketing materials (e.g. a business card) which link to your website or a specific landing page. These allow a prospective customer with a smart phone to instantly link to a key page on your website just by scanning the code with their phone.
  • Use the same keywords: use the same keywords from your offline ads in your website content and pay-per-click campaigns. Prospective customers who have viewed an offline advert may use the keywords they remember from your advert to search for you online.
  • Use landing pages: have separate landing pages for specific campaigns which are promoted in your offline campaigns. This will also help with tracking the effectiveness of an offline marketing campaign if you only promote certain URLs offline.
  • Consistent branding: both offline and online marketing activity should have the same look, feel and tone of voice so that your branding is consistent throughout. A prospective customer should recognise your brand whether they see it in a newspaper advert or on a website. Mixed branding creates confusion.
Integrating your offline marketing efforts with your online marketing will strengthen your campaigns, reach as many of your target audience as possible and most importantly maximise your return on investment.
If you have any suggestions to add to the list please provide them in the comments box below.