In the past, marketing strategies were mostly restricted to either digital or traditional methods of reaching customers. The fact that smartphones and social media have made it possible for brands to be present in both digital and physical spaces, has created new opportunities for marketers.
While it’s important to have a presence in both spaces, it’s not always practical to do so. There are different ways marketers can leverage their online and offline marketing strategies to intersect and enhance each other. In this article, we’ll discuss four strategies for effectively integrating online and offline marketing.
1. Cross-functional marketing teams
The first step to integrating marketing is forming cross-functional creative teams, according to HubSpot Blog member and co-founder, Mike Hanrahan. These cross-functional teams should include marketers, designers, content strategists, and developers. Having a diverse set of skillsets on your team will help you identify new opportunities and solve problems more effectively.
Your marketing team should be able to take on a multi-faceted role, functioning as both digital and physical strategists. They should be able to craft marketing campaigns that can be tested across various platforms and channels. Ideally, your marketing department should report to the CEO or business owner, not the CFO or COO.
2. Identify the best performing content.
Once you’ve formed a cross-functional marketing team, you can begin to tackle the first step of integrating digital and physical strategies: identifying the best performing content.
This content can be anything from a blog post to a YouTube video, but it should all perform well across various platforms and devices. The easiest way to figure out which content is performing best is by tracking its performance in multiple channels and platforms.
For example, if you have a blog post that is doing well, receiving a lot of engagement on social media platforms, and converting well on YouTube, you can probably infer that this particular blog post will work well in a digital or e-mail campaign as well. (And vice versa – if you find that certain blog posts perform well in a certain area, but not another, you may discover that there’s room for improvement.)
3. Use multiple channels & platforms to reach customers.
It’s important to note that even though content may be performing well across various platforms and devices, this does not mean that you should simply repurpose this content into other platforms or channels. Rewriting content to fit other platforms can often lead to sub-par results. Instead, you should identify the best performing content, and craft unique messages and offers designed specifically for a particular platform or channel.
For example, if you have a blog post that is extremely engaging and performs well across a variety of platforms, you may want to take this opportunity to further engage with your audience by launching a podcast around this particular subject matter.
4. Measure the success of your digital and physical marketing strategies.
Once you’ve determined the best performing content, you can begin to measure the success of your digital and physical strategies. This article isn’t meant to be an exhaustive guide to marketing measurement; however, it is important to note that any form of marketing, whether digital or traditional, is only as good as your ability to measure its success.
Your marketing team should have at least two members who are dedicated to digital marketing and conversion measurement. Someone should be able to take on the role of a statistician, cruncher the numbers, and come up with concrete ways to improve your marketing performance. They should also be able to connect the dots between the different parts of your marketing strategy, across platforms and devices. (And vice versa – if you find that certain digital tactics are performing well, but you’re not sure how this translates to your overall marketing strategy, it might be a good idea to have someone look into this for you.)
A solid marketing strategy will become even more effective with these four steps. From creating a brand voice to finding the right metrics, these steps will help you determine the best ways to approach both online and offline marketing for your business.