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You know you have to integrate your online and offline marketing — but HOW?! I’ll be you are overwhelmed, frustrated and confused these days because some new marketing tool or social media platform is all the rage. And you’ve got all these marketing experts telling you that this is the next big thing that you have to be doing and if you don’t you’re missing out. So you’re starting with the DOING side (the platform or the tool) and forcing your business to wrap itself around these cool new shiny features.
This is not the way to go. Instead. Get off the merry-go-round. Stop and take a look at what your business really looks like — and then choose those marketing tools that will help you get in front of prospects and lead them to become loyal, regular customers.
Where to Spend Your Online and Offline Marketing Time and Money
ColorGraphics.com recently published an infographic that shines a lot of light of the questions raised by the online vs. offline marketing debate (Infographic How Offline and Online Marketing Can Work Together December 14, 2015).
Here is How to Integrate Your Online and Offline Marketing
Focus on Engagement
Picture an average day in your business. In fact, why not document an average day in your business? Does it start with checking email, seeing what’s going on over at Facebook, Tweeting something, posting a quote on Instagram? ?Then, I’ll bet you have a few phone calls. Maybe you’re calling vendors or potential clients and customers, some customer service calls, perhaps. If you’re a retail business, you have prospects and customers coming into your establishment. I’ll bet you talk to them, see how they are, etc. All of these are forms of engagement. There are dozens more examples, but I think it’s worthwhile to document these things.
Map out your Customer Journey
This is a wonderful tip I learned when I worked on quality systems in manufacturing. The idea is obvious and simple – but often ignored. Here’s how it’s done.
- First create customer groups or segments. For example, if your business serves busy moms put them in a group and put teens in another group. Men vs Women, and yes, online vs offline.
- Next, put yourself in their shoes and think about all the different places or events in their life when?they are most likely to think about your product or service? In what ways can you put yourself within arm’s reach?
- Map out all of the “touch points” where a customer might need to be reminded of your product or service. A grocery store may decide to have a billboard off of a highway. A pizza shop may send out coupons or offers that arrive on Thursday, just in time for Friday pizza or Sunday’s football game.
- What information needs to be on each touchpoint? Do you have phone numbers listed on every page of your web site? Is your web site name easy to spell and remember? Do you have offers to share with your fans on Facebook? What kinds of pictures can you post?
- Do you have irresistible offers? This is?so important. If you aren’t getting enough customers or traffic to your site — this is telling you that you don’t have a good offer; one that resonates with your audience.
Integrate Your Marketing Strategy
A cartoon made its way around the internet recently that depicted God talking with one his Angels.God said, But I am omnipotent.The Angel replied, Apparently that’s not enough these days. You have to have a website and everything.
That exchange sums up the modern approach to marketing, even for small businesses that don’t have angels. If you print a brochure, business cards, or buy space in the Yellow Pages, your website address should be included in the literature. In fact, your website address should be on everything. Develop consistency as a fundamental of your marketing strategy.
Integration matters because you leave too much business on the table without it. You confuse customers by having separate or conflicting messages online and offline. Your profit will benefit by making it easy for prospects to get to know what your business is all about.
Imagine someone coming across your company name in a magazine, getting excited, and wanting more information. How do they quickly get it if they don’t have your web address? Make it easy for customers to find and recognize your business.
These strategies will give you a stronger brand and more leads and sales from your marketing.
- Make everything look and feel the same: Start by taking an inventory of your logos, colors and images. Choose a design style and stick to it. If you’re using illustrations, stick to illustrations. If you’re using photos, stick to photos.
- Stay on message: My favorite way to stay focused on your message is to create a 10-point manifesto and use those points as touchstones for developing articles, social media posts and marketing materials. Interested in developing a manifesto? Check this out– watch video #2 and use the worksheet to develop your manifesto, then send it to me and my team and I will professionally design it for you!
- Always include your contact information: The data shows that more and more people are interacting on Facebook, Twitter, and a variety of other social media apps. You want to include your profile links to that as well. One tool I LOVE for exactly this purpose is About.me. You can create a free page and include links to all of your profiles. Take it one step further and grab your name as a domain name and forward them to your About.me page. Here’s mine:https://about.me/ivanataylor
- Create a funnel and follow it: Sit down and map out your customer’s journey through your marketing funnel. Identify free content that you’ve created that will benefit your audience and?then link to that content from your offline sources or social media posts. Once people are experiencing that content on your web site, give them an opportunity to opt-in to another piece of content which could be an ebook or video or course.
Marketing in the digital age will continue to evolve. Mobile applications are sure to become increasingly important. Analytics and marketing metrics are moving toward the point where companies will know what customers want before they know. Don’t let your business miss out. Create integrated marketing, gather as much customer data as you can, build your brand, and develop a consistent message across all media. Welcome to the 21st century.