In a digital world, being online is essential. But so is being offline. In today’s digital world, there is no division between online and offline – they are both essential and integrated parts of a business’ marketing strategy.
The best businesses are those that recognize this, and optimize their marketing operations to incorporate both online and offline strategies. An example of this is HubSpot, a popular marketing platform that prides itself on being an indispensable tool for marketers. According to HubSpot, being integrated is the key to future-proofing your marketing.
Luckily for you, we’re going to walk you through the steps to develop an integrated marketing strategy that will allow you to grow your business successfully in today’s digital world.
Set Up Shop
The first step to creating a successful marketing strategy is to set up shop. Just because you’re online doesn’t mean that you can ignore the bricks and mortar world completely. You need to have a physical location that you can market and promote your business from. You can set up shop in a retail space in your local area or even set up a pop-up shop at a local festival or fair.
Once you’ve established your physical presence, it’s time to move onto the next step.
Create Brand Resources
The second step to creating a successful marketing strategy is to brand your products and services. Everyone in your industry is competing for business, so you need to set yourself apart from the crowd by creating memorable brand resources, such as a logo, slogan, and color scheme. Think of these resources as the ‘bio-branding’ of your company. They will guide every decision you make as you develop your marketing strategy.
Along with branding, you’ll want to consider investing in web banners, business cards, and social media banner ads for your website.
Develop An SEO Strategy
The next step in developing a successful marketing strategy is to establish an SEO (search engine optimization) strategy. SEO is a set of tactics, techniques, and tools that will help your website pop-up when a potential customer types in keywords or phrases that describe your product or service. When a potential customer lands on your website, they should have the impression that they’ve found the ideal match for their needs.
You can use tools like Google Analytics to determine the strength of different elements on your site – such as your web banners, the copy on your website, and the photos used on your blog. With the right SEO strategy, you can ensure that these elements work together to form an appealing website that will compel potential customers into taking action.
Create Marketing Plans
With your brand resources in place and a solid SEO strategy in place, it’s time to develop a marketing plan, which will guide the allocation of your marketing budget and the creation of key marketing documents, such as email campaigns, direct mailers, and digital advertisements. You’ll want to develop separate plans for online and offline marketing, as you’ll want to have a clear understanding of which strategies work best for your business.