How to Integrate Online and Offline Marketing Strategies

Have you ever thought about the fact that people are now using multiple channels to receive marketing messages? Thanks to the rise of digital marketing, and social media in particular, marketers can now target consumers across multiple platforms.
But all this digital activity can be overwhelming, especially since each platform has its perks and quirks which can feel a little different from what you’re used to.
To make your life a little easier, we’ve put together a list of tips and tricks for marketers looking to combine online and offline strategies.

Personalise Your Approach

With so many platforms available, it’s important to individualise your approach when marketing through social media.
You don’t want to use the same tactics on every platform, as the rules and the approach may vary from one site to the next.
Think of social media as a toolkit for marketers: while there are some basic guidelines you should follow, like timing your posts and measuring the success of your campaigns, you should tailor your approach to each individual platform.

For example, if you’re using LinkedIn to market your business, you may want to focus on building up your network of contacts, rather than just posting about your products and services.
On the other hand, if you’re using Twitter to promote your YouTube channel, you may want to focus more on engaging with your followers, rather than just pushing out content.

Measurement Is Key

A key part of any successful marketing campaign is being able to measure the results of your efforts.
Whether you’re using paid adverts on a search platform, or you’re just relying on organic Tweets and LinkedIn connections to gain exposure, it’s important to be able to track the success of your campaigns.
You should look into setting up analytics platforms such as Google Analytics, to gain detailed insights into how people are interacting with your content, and whether or not your campaigns are gaining traction.

Google Analytics can be a bit of a maze to decipher, but once you’ve got the basics down, you can start to track important data such as the following:

  • How many people visit my website?
  • What are my top blog posts?
  • Which social media platforms do my current customers use, and what are their most popular hashtags?
  • Which parts of my website have the highest engagement (e.g. page views, videos, etc.)?
  • Are there any key trends emerging from my website’s traffic?
  • What is my competition’s SEO strategy?
  • What are my current customers’ lifetime values?

Know When to Widen Your Focus

One of the biggest challenges for marketers is knowing when to narrow their focus, and when to expand their efforts.
If you’re new to marketing, you may want to start small, by focusing on gaining a few new customers, and expanding your reach through word of mouth and social media.
Once you’ve gained some experience, you can start to look at the big picture, and consider whether or not you should be focusing on local businesses in Fiji, or international expansion in Singapore.

Think Long-Term

In an ever-evolving world, where marketing technologies and algorithms change quickly, it’s important to keep up with the times, but at the same time, be thoughtful about what is happening now, and what will happen in the future.

For example, if you’re using video content to market your business, you may want to consider what will happen when your video content becomes outdated, or when people learn to game tech and figure out how to avoid advertising videos.

Even when using the most cutting-edge digital marketing technologies, the content you create today will still be relevant and engaging for your customer, months, if not years, down the line. (And if it’s not, you’ll know exactly what to do.)

So while we’re undoubtedly living in a ‘perfect’ world where technology and the internet make the world of marketing a lot easier, it’s still a challenge, because we always want to be able to scale up and down as needed, without losing quality.

To make your life a little easier, we’ve put together a list of tips and tricks for marketers looking to integrate online and offline marketing strategies.