Using Offline Marketing to Complement Your Online Marketing

It’s my job to make sure clients understand the importance of developing a strong internet presence for their brand if they are expected to thrive in today’s consumer-centric environment. The focus of a small to medium business’ advertising budget should be placed on those initiatives. However, businesses should not forget about the benefits of offline marketing as a means to complement their internet marketing strategy.

When I analyze keyword statistics of a business I input the company’s brand name to see if web users are searching for it specifically. For example, if you own “ABC Adventure Travel” you should be curious to know if the public is searching for your company name. If they aren’t then you’re not doing your job in getting your name “out there” in a traditional sense. Brand recall ties into internet marketing directly. When the public associates your company name with a product/service of interest to them, the first thing they do is go online and perform a Google search on your company name. If your website if optimized, it will convert them into customers.

Here I examine how to use offline marketing to enhance the internet marketing campaign of your business:

1. Put on a Brand Face

Take advantage of physical branding opportunities such as making sure that your store front, company vehicle, employee uniforms, and/or company swag are “optimized” with your brand name and logo. These initiatives enhance brand recognition and recall for the public, ultimately sending them to your website when their need for your product/service arises.

2. Trade Product/Service for Ad Space

Offer your product/service in the form of gift certificates and the like to media channels with high traffic websites so that they can use your product/service as a promotional giveaway. Many online publishers will trade ad space for product (in lieu of cash) in order to have something of value that they too can use to attract viewers, readers, and visitors. Be sure to require that the media channel provides your company with a branded link back to your website.

3. Public Relations

Get your business involved with community programs and events and be sure to let the local media know. The altruistic benefits come first but nothing generates great publicity like being attached to a good cause. Your physical involvement will garner mention on the websites of reputable local media and result in inbound links to your website which has tremendous impact on your Google ranking.

4. Tie the Campaign into Your Social Networks

Create physical campaigns for your brand such as on-site (if you have a physical location) or street promotions (handing out product samples or discount coupons) that require those accepting follow, like, and/or interact with your brand on social media.

5. Tie the Campaign into Your Website

Create physical campaigns for your brand such as on-site (if you have a physical location) or street promotions (handing out product samples or discount coupons) that require those accepting either redeem the item/s back at your website or subscribe to your email list.

Conclusion

Remember that your website is the cornerstone of all marketing initiatives, traditional or otherwise. The customer will likely make their final purchase decision, and possibly the actual purchase if your website has ecommerce capabilities, based upon how well your website is optimized for conversion. Then, by using the aforementioned offline tactics you will have completed the circle of marketing life for your business.