By now, most businesses know a combination of traditional and online advertising is key to a successful marketing strategy. What’s often forgotten, however, is that these two mediums work best when they’re fully integrated with each other. Traditional methods of advertising like flyering and banner printing can be twice as effective when used in tandem with online marketing.
Indeed, online and offline advertising can work together to bolster a marketing strategy and, ultimately, increase exposure for a business across a wide variety of demographics. Here are four ways to make your online and offline advertisements work together:
Use consistent branding
The experts agree: branding is important. How important? Scott Goodson of Forbes magazine writes that brands are “more important now than at any time in the past 100 years.” The reason why is simple; brands create long-lasting impressions in people’s minds, making them more likely to utilize your goods or services when the occasion calls for it.
So how does one keep branding consistent between their online and offline marketing efforts? It’s simple: use the same designs, slogans, and taglines. If you use a random logo or slogan in a newspaper ad, for example, potential customers may not recognize your brand, which could result in a loss of business.
So before you get billboards made or banner printing done, be sure the overall look and feel of your online and offline designs match each other.
Put your website everywhere
This is perhaps the simplest, most effective way to make your online presence known in the real word. It’s also one of the most overlooked. The concept, however, is pretty simple: your website needs to appear on everything. That includes signage, flyers, banners, business cards, magazine ads, and whatever other avenues of traditional marketing you’re pursuing.
By including your website URL in all of your offline advertisements, you make them twice as effective. Not only are they informing potential customers about your brand, they’re driving traffic to your website—which often leads to a direct increase in sales.
The takeaway is this: no matter how perfect a traditional ad seems, no matter how little space you have left to place it, always include your website. After all, there’s no point in having one if you never bother telling people about it.
Incorporate your online ad keywords into your offline advertisements
If you’ve read any online marketing blogs, you’ve probably seen the subject of keywords addressed multiple times. That’s because keywords are an essential concept to grasp if you want to be successful in online marketing.
Few, however, tend to think about how important keywords have become to traditional marketing. As we previously discussed, creating a consistent brand helps potential customers remember your company when they need a product or service you’re selling. Incorporating “offline keywords” works much the same way. When someone searches one of your keywords, they’ll come across your website and may be more likely to consider your business because they’ve previously associated it with the keyword before.
Here’s an example: a man sees a poster for “Jack’s Flowers” at the mall. A month later, he’s in need of a custom flower bouquet. When the man Googles local florists, “Jack’s Flowers” is near the top of the search results with about a dozen other competitors. The man may choose “Jack’s Flowers” if he remembers seeing the advert for it, but it’s also likely that he’s already forgotten about it. After all, people are bombarded with ads on a daily basis—and most of them get tuned out.
If, however, the “Jack’s Flowers” ad included a blurb about custom-designed bouquets, the man is more likely to recall seeing the advert before, and is thus more likely to consider “Jack’s Flowers” before the other competitors.
Mention social media offline
Much like including your website on all of your offline advertisements, including a social media profile will help garner a fanbase built around your brand. The more traffic you can drive to your social media profiles, the better. With each new Like, Subscribe, or Follow, your chances of earning a customer’s loyalty through word-of-mouth increase. Eventually, your social media profiles can become a network of consistent and reliable brand promoters, spreading the word about your business far and wide with each “like” or “share.”