Even
established brands are still pondering how they should allocate their marketing
budgets in 2016. One of the biggest mistakes they make is trying to choose
between investing in digital or offline marketing campaigns.
There is no
denying that digital marketing is extremely effective. U.S. retailers spent $60
billion on digital advertising last year. However, digital advertising is even
more effective when used in conjunction with offline marketing efforts.
Digital and offline
campaigns create a brand image. The Rule of Seven sets a powerful standard that
every marketer should follow. The idea is simple: the average consumer needs to
be exposed to a brand’s message seven times before making a purchase.
Of course,
this statistic shouldn’t be taken entirely at face value. Some customers need
to view a brand’s message just five times, and others won’t make a purchase
until they’ve seen it nine times. But the underlying principle is the same: you
need to consistently get your message in front of your audience to convert them
into paying customers.
It’s easier
to reinforce the message if you’re reaching your target customers across
different mediums. You can convert people more quickly if you reach out to them
through multiple channels, and your messaging will have more of an impact if they
are carefully coordinated. But there’s another simple trick too many marketers
overlook: keep your branding messaging consistent across all mediums. Consumers
are more likely to convert if they see the same core messaging, no matter where
they’re hanging out.
Syncing your
online and offline marketing efforts.
How can you
leverage your digital marketing campaigns offline, and vice versa? Here are
some tips to consider.
Improve
engagement with cross-device marketing.
Cross-device
marketing is a powerful way to boost engagement. For example, interact with
customers who are watching television while also using their desktop or mobile
devices at the same time. One study from Google found that retail marketers can
boost conversions by 16 percent by using cross-device marketing.
Share QR
codes online.
Using QR
codes can help you bridge your online and offline marketing strategies for
powerful branding. There are a number of ways that you can use QR codes in your
marketing efforts, but offering discounts is one of the most popular options.
Share QR
codes for a special promotion on your website or Facebook page. Your customers
will be able to use it at your physical business to get special discounts.
Kissmetrics has a number of other ideas for small businesses using QR codes.
Attract
people to events.
Events are
still one of the most effective ways to engage people. This is especially true
for pubs and other local businesses that rely on event marketing.
A local pub
owner won’t get as many people excited about a Facebook meme as a live band
taking the stage. But the business can use Facebook to get the word out about
the upcoming event to maximize turnout.
Share your
social media information on literature.
It’s long
been the standard for business cards to include an email address and website.
Savvy business owners find other places to advertise their social media
presence, as well.
Menus,
business vehicles, and flyers are all good places to publish your social media
information. Encourage customers to connect with you on Facebook, Twitter, or
Foursquare as well.
Who are your
core customers, and which platforms do they use the most? It’s difficult to
advertise all of your social media profiles, so choose the ones your customers
are using.
Use social
media polls for market research.
Having
access to big data and real-time information is one of the biggest advantages
of online marketing. You can track almost everything, making it much easier to
optimize your campaigns. Smart marketers will incorporate the data from their
online marketing campaigns into their offline strategies.
Your market
research should be the lynchpin of every campaign. You need a detailed
understanding of your target customers, their interests, and the products they
are most interested in purchasing.
Every brand
should actively solicit customers for feedback. Conducting polls on your
website, Facebook, and other social media platforms is a great way to get to
know more about them. You can use this information to execute your offline
marketing strategies more effectively.
Track your
online conversions and incorporate your findings into your offline marketing
efforts. For example, you could:
Create a
Facebook campaign with an online conversion goal, such as selling products
through your online store or encouraging customers to opt in to a newsletter.
Split test
different ads, landing pages, audience demographics, and targeting options to
see which customers and marketing messages convert the best. You should learn
as much as possible about split-testing to optimize your campaigns.
Use this
data to create more effective print ads and select mediums that appeal to your
best-converting audience.
It’s easy to
make poor choices and assume too much with your offline marketing strategy
based on limited data. For example, you may think that your ideal buyer is 5-10
years older than they actually are, so you’re marketing to the wrong
demographic. You’re better off using the information from your online marketing
campaigns as a basis for your offline efforts.
Remember
that customer behavior offline works a little differently. For example, online
customers generally prefer ads with less text. Use your judgment when
incorporating findings from your online marketing strategies into your offline
campaigns.
Think of
your overall marketing strategy. Rather than having separate marketing goals
for your online and offline campaigns, view them as pieces of your overall
marketing strategy. Create a consistent message that resonates with your
audience across all mediums.
Source:
inc.com
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