The internet has changed the game for everyone involved in online marketing. More people are discovering the power of digital marketing, resulting in increased competition and higher conversion rates.
While some may still prefer to do business in a “brick and mortar” manner, where they meet in person to discuss business, today’s consumer prefers to research and find solutions online.
For those looking to take their business to the next level, an effective digital marketing campaign can help get them there. However, in order to do this, they need to be using offline marketing strategies as well.
Let’s take a look at how you can integrate offline and online strategies for a successful internet marketing campaign.
1. Develop a Strategy
If you’re looking to integrate offline and online strategies, then you need to be thinking about crafting a strategy. What does this mean?
This simply means that you will be using both sets of tactics, along with an understanding of how they work together, to grow your business. Developing a digital marketing strategy is extremely important because it will guide everything you do from here on out. Without one, you’re throwing darts in the dark, hoping that something will stick. However, if you do have a clear strategy, you can be sure that you’re following the right steps, and it will help you reach your full potential.
Your strategy should be a combination of both online and offline tactics. You don’t want to limit yourself to just one or the other. After all, if you’re looking to grow your business, you can’t just limit yourself to digital marketing alone.
For instance, you may decide to advertise on Facebook, but you also need to be doing some type of offline marketing, too. Perhaps you’re putting up flyers in local coffee shops or planning on launching an email marketing campaign. The list of possibilities is almost endless, so you can be sure that you’re covering all your bases. A well-rounded strategy helps you reach your full potential and ensures that you’re not leaving any stone unturned.
2. Create Key Performance Indicators (KPIs)
Once you’ve got a strategy in place, it’s time to move on to the next step. This is where you will implement your strategy, and your key performance indicators (KPIs) come into play.
A KPI, or Key Performance Indicator, is a metric or measurement used to determine the success of your strategy. Without them, it’s difficult to track your progress and determine whether or not you’re on the right track. A KPI can be something as simple as the number of leads generated from your website, to more complex metrics, like the average revenue generated by an online store.
3. Use Data To Improve Your Campaign
Even though you may be doing everything “by the book,” if you’re not capturing data, you’re losing out on a potentially huge opportunity to improve your strategy. It’s simple enough to go out and gather some data, like the number of users on your email list or the conversion rate of your website’s landing page, but the truth is that you’ll never know how much improvement you could make, if you don’t start measuring.
The best thing about KPIs is that they’re easy to track and measure. If you set a goal to increase the conversion rate of your website’s landing page by 10%, you can measure how close you were by looking at the percentage increase in landing page conversions. This makes it easy to determine what worked and what didn’t. In case you’re wondering, the conversion rate for my own website, LearnBoost, is around 15%. I’m very happy with this number, as it means that around 75% of my marketing efforts are paying off. However, this would be difficult to determine without tracking data.
4. Track Your Progress
Now that you’ve got your strategy in place, and you’ve started to use some data to track your progress, it’s time to take a step back and analyze your results. This is where you can determine whether or not your strategy was effective, and, if so, how you can continue improving upon it.
You’ll want to look at several metrics, and not just one or two. For instance, did your Facebook ads produce any leads? How about your email marketing campaigns? Did anything change after you implemented your new strategy? These are all important questions that you need to be answering in order to properly assess the success of your internet marketing campaign.
5. Adapt As Needed
Finally, you don’t want to get too comfortable with your initial strategy. More often than not, this is the point at which strategies become irrelevant. Reality is that you’ll always be able to find something new to improve upon, and it’s up to you to adapt as needed.
Businesses change, and consumers have different needs. If you’re able to adapt and come up with new ideas, you’ll be able to keep up with the ever-changing demands of your customers and remain profitable.
In conclusion, in order to have a successful internet marketing campaign, you need to be utilizing both offline and online strategies. By developing a strategy, and using KPIs to track your progress, you’ll be able to adapt and continue improving upon your efforts, helping you reach your full potential and ensure that you’re doing everything possible to grow your business.