Creating Online and Offline Marketing Synergy to Elevate your Brand

In comparison to traditional offline marketing, online marketing strategies are faster, more cost effective and easier to measure. That’s not to say that traditional marketing tactics are no longer effective, we just think it means that both methods must find a way to work hand in hand to yield better overall results for your business.
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So, how can you effectively combine your online and offline marketing strategies to achieve long-term business objectives? It’s one area we often find businesses struggle with. Both methods can work well independently but they’ll be stronger if they’re rolled out in synergy, one complimenting the other. A challenge for smaller businesses often lies in allocating production according to in-house resource and for larger businesses, different teams are assigned to implement online and offline tactics which can create a disparity.

We all know that digital marketing has far surpassed everyones expectations in recent years, but in our opinion, no one method is superior. Used in harmony, both offer a robust and strong marketing strategy for business growth, but of course, a lot will depend on your core service or product offering and where your target audience is.

Integrating both online and offline marketing channels will ensure your business stays consistent with overall messaging, tone of voice and branding.

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Let’s take an example of a person who sees your brand on a bill board and who would like to learn more about your business. If they take a look at your website or social media pages and your tone of voice and overall messages are vastly different, they’re likely to be confused and underwhelmed, which will stand in the way of you receiving the results you want.

Let’s take a look at various ways online and offline marketing can work in synergy:

Using social media, email or video marketing as a launch pad before a physical event

Social media is a powerful tool to create awareness, gain exposure, increase engagement and sales and for a forthcoming event. It’s versatile and an excellent way to validate success by sharing written and video testimonials from past events.

Repurposing print content online to capture different demographics

People consume content differently and often want to find information quickly online so you only have a few seconds to capture their attention and engage them with your offering. Creating your company brochure both in print and digital format is another simple strategy for prospects to interact with your product and service offering depending on where they are in the buying cycle.

White papers, reports and offers downloaded from your website

Creating valuable content that your target audience is looking for will position you as an authority in your industry. Also known as a ‘lead magnet’, this is a highly effective way to engage your website visitors, generate leads and ultimately start a business relationship.

Using offline tactics to help raise brand awareness and drive traffic to your website

Attending physical business networking events, expos and seminars are a great way to make valuable connections, exchange details with your printed marketing collateral, which will drive people to your website and social media channels.

According to The Balance Small Business, the average person needs to be exposed to a brand’s message 7 times before making a purchase. Although this number sounds high, using a combination of both online and offline marketing methods makes it more easily within reach. You can read more about this in our blog article Lucky 7 Is the Magic Number in Marketing.