Why do you need to harmonize your offline and online strategy aren’t they two different things? No, when planning your marketing strategy you should always think of the overall brand and marketing message.
If you want a good strategy you have to think of the bigger picture which more often than not is both online and offline. Some exceptions do apply remember just because you can advertise online doesn’t mean you should and vice versa for offline it’s completely dependent on your business and customers.
1) Plan before you start.
This may seem an obvious one but don’t underestimate having a developed plan detailing every aspect of; aims, recipient and goals. Once you have an aim in mind (make it specific and achievable) it will be easier to develop the messaging, ads and design which will be more focused and have better results.
This works even if you already have some marketing in place; evaluate every piece you are doing whether it’s paid or free and match them up with your aims and goals. If they don’t match up or aren’t giving you any value; stop doing it. This is especially important if you are struggling financially or just starting out; in short be ruthless.
This will also help planning finances, you’ll have a better idea of your budget and what you should spend more on and what you can do without!
2) Know your Customers.
Another obvious one but many businesses still get it wrong. Would you post a billboard in the middle of a forest tying to promote your fast food brand? Hopefully not! So then, why would you spend money on Snapchat and Instagram ads if your targets are middle aged?
Find out what the majority of your consumers use or would likely use and start from there, if your a small local business start with the local directories and magazines with google and Facebook. If your an online clothing store you’ll probably be using social media and ads more frequently than the local business.
3) Communication
It may seem trivial but having the same core messages across your strategy the core values and branding such as; names, slogans, logos and colouring. Will make you easily recognizable to customers and prospective customers who may recognise you from the high street or online.
Peripheral messages can alter this depends on the platform and audience, the core values and messaging of the company remain the same but the delivery or wording of the ads may change. E.g. New lines may require different wording if your aiming at a specific demographic.
This will also help you save money on new logos and designs; unless you want a rebrand but keep it simple!
4) Engage with consumers on all platforms.
Just because you place a TV ad or an ad in a business directory doesn’t mean you can’t share your social media info or use a hashtag to start trending or conversations online. In the same way we share and encourage conversations on social media.
Why not share positive reviews/ videos or comments from consumers on your offline ads or content? This is an easy free way to use your positive consumer insights but also lets the consumer know that you care and appreciate their feedback or comments.
5) Use content that actually benefits your consumers.
Use competitions, hashtags, giveaways or videos, to show your consumers you want to engage, you could ask them what they want to see or take part in!
You can use offline and online methods to promote this type of content and have them running concurrently on all platforms. Mostly businesses tend to run these on social media but you could use offline methods just as efficiently if you are a smaller business.
Why not do in store competitions or giveaways? This would promote your footfall in store which is much needed on the high street and give the customers an experience to remember.
It doesn’t only benefit your consumers but is an easy way to improve your brand salience and improve engagement on all fronts, you will also be able to see areas of improvement and things that may not work so well.
A lot of the time it is trial and error but if you can minimize the risk and loss using these methods which are for the most part cost effective.
What are your ideas for improving your online/offline marketing strategy?
Please leave a comment below!
Marketing Explained 