Creating Online and Offline Marketing Synergy to Elevate your Brand

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Not ready to go full metaverse yet in your marketing? That’s okay. Many businesses, small and big alike, are still proudly, happily and effectively using offline marketing. There’s the once that rely on it fully, have a mix of online and offline, and those ready to go fully digital.

But in this digital revolution that we are witnessing, is it even smart to go completely online? Aren’t there some things in ‘traditional’ offline marketing worth clinging to?

Of course there are. Better yet: a lot of consumers are completely drained by all the online marketing aimed at them and are easier to reach offline anyway. 

In this article, we’ll discuss what the benefits are for mixing your marketing and how you can do this effectively, depending on your goals. 

The benefits of blended marketing

Whereas online marketing has many more options for personalization, offline marketing is cheaper. The list of advantages and disadvantages for both is endless, but what really comes out of combining them? 

Creating Online and Offline Marketing Synergy

Together, they make shopping and marketing easier (if done right)

The Internet of Things is something a lot of kids growing up now will find completely normal. Alexa is part of their household, and the fact that the fridge knows when it’s time to buy milk is their reality. 

Life certainly has become more convenient for consumers when we started combining offline machines with online channels. At the same time, it also became easier for companies to market their products. Because a lot of the products we use are and will always be offline products, but we can help them with the help of ‘the web’. 

They make each other stronger

What we do and see offline influences what we do and see online, quite literally. As a business, that gives you more opportunities to influence behavior. Even Amazon opened physical stores. Chanel will never go fully digital, because you want to touch that bag before you buy it. Find the mix that works for your product. 

There’s a time and place for both of them 

People are sick of only offline or only online. When we open our ‘social’ media apps to ‘socialize’, we’re bombarded with ads. It’s tiring, and many brands, posts and ads get lost in the noise. 

At the same time, if we’re watching a movie, we don’t want to be interrupted with a commercial block at every kissing scene. By combining offline and online in a smart way, you catch people at the right moment. 

How to mix offline and online marketing effectively

When blending your online and offline marketing, it’s important to see them as complementary, not competitive. Don't divide your marketing team into two and see which one will reap the best results. Have them work together and get the best of both worlds, and then some. 

How to mix offline and online marketing effectively

We can tell you to put a QR code on your menu, but after two years of different dining experiences, we're sure you could figure that one out yourself. Instead, we’ll give you X ideas to mix offline and online marketing, based on some of the goals you might have. 

1. Repurpose offline, printed content online 

Your goal: grow your customer base and capture different demographics

Is your pool of inspiration quickly draining? Don't know what to turn into offline content, or what to promote in your next email? Find the content offline that you can repurpose for the web, and vice versa. 

Did you have some funny, heartwarming, worth-bragging-about reactions under a social media post? Turn it into a poster and look for a poster printing service that turns it into big ads for on bus stops, for instance. There’s no better blend than this. 

Some target groups prefer to see your company brochure in print. Some want to download an e-book, others find it much more special if you send them a printed copy. This will all of course depend on your target group, but there’s also a piece of content out there that can be reused in a different way. 

2. Use offline marketing to promote your online presence.

Your goal: more awareness and ultimately more traffic

Your website is ready for launch, and you got your social media filled with content, but without some SEO and SEA, it’s hard to generate traffic. Even with Google Ads running, it can all go a bit slow. 

Even though slow and steady wins the race, your business, and bank account can't always wait that long. So, why not call in the help from offline troops? 

With TV and radio ads, and even flyers or posters, you can attract more people to your website. If you're a design agency, for instance, and did the marketing for a local restaurant, ask them to give you a little mention on their menu—so anyone who’s impressed can easily find you. 

Use offline marketing to promote your online presence

Or, if you’re running a web shop that sells home decor items, invest in some billboards or posters near big home decor stores—you might just attract the attention of someone who leaves the big store empty-handed. 

What’s important to keep in mind with this strategy, is that you can basically use offline marketing for the long-term goals, and online for the shorter term ones. Brand awareness can be done by a gigantic billboard that you hang up in all local stores, but conversion rates can be boosted by a social media campaign. 

3. Give more context to online and offline data.

Your goal: more effective marketing

If you really want to get to know your target group, don't just look at what online data you can gather on them. If you link up your online and offline marketing, for instance by tracking QR Code scans, you get a better picture of who’s seeing and interacting with your offline ads, and you can complete the profile you have based on online data. 

This data can be incredibly powerful in informing your marketing strategy. It’ll help you decide what parts of your target group to focus less or more on, or even inform design decisions for what your ads will look like.

4. Double down on brand consistency.

Your goal: raising brand awareness

You might be inclined to put less effort in the design of a flyer for an event, than you would for an event. 

But whoever sees that website or flyer, will link it to you either way. When it comes to judging a brand, consumers don't differentiate between what type of content they are looking at. 

Of course, you’re supposed to use the same visuals, typography, colors and anything else that defines your branding, both online and offline. But take it a step further: if your website is extremely high-tech, you will want to invest in offline marketing that lives up to that. Will an A4 paper poster cut it, or are you going to advertise in smart mirrors?

5. Sync up your customer service.

Your goal: drastically boosting customer satisfaction

Customer service is part of your marketing, too. After all, it's part of the customer experience. No pretty picture or funky video can make up for a customer service that's below par. 

One of the first things you should do, if you have both offline and online channels for customer service, is making sure they are completely integrated. Have a strong CRM in place, and use it religiously. That way, if someone sends an email after having called several times, they don't have to explain the situation all over again—a client number should be enough. 

Where possible, tie up customer service too. Customers want to be able to contact brands in one channel and continue the same conversation in another.

6. Use social media and online marketing to promote and improve offline events.

Your goal: to sell out, obviously! 

This one’s pretty obvious, but it’s worth mentioning. Of course, you’ll want to promote your upcoming event on your social media.

What’s less obvious, though, is that you should also use social media and online marketing after the event. 

This is a great way to keep engagement high, and to gather feedback from visitors. Share pictures of the event, promote the next edition, and send surveys to find out what to do better. This will help you lift your next event up to the next level. 

7. Encourage your offline customers to go online. 

Your goal: to upsell or cross-sell, generate online leads or build an email list

Let’s say you have a brick-and-mortar store, and a web shop. If someone walks in and buys something on the spot, that’s great. But what would be even better, is if next time they need something from you, they go online. 

Encourage your offline customers to go online

Why, you may ask? Because online, it's much easier to up or cross-sell—in other words: to sell more. With a website that is well-designed, you can recommend other products based on their search, and maybe even sneak in a personalized discount code here and there.

Now, how do you do that in a good way, without simply telling people not to come back anymore and go to the web shop?

On their way out, you could give them a little card with a discount that's only valid in the web shop, or even print it on the receipt. 

Once you lure them in like that, chances are that you can also convince them to sign up for a newsletter or the likes. That gives you an extra opportunity to either push discount codes for the web shop on them, or promos for products in the physical store. 

Final words: creating online and offline marketing synergy

Diving ‘’back’’ into offline marketing can also simply help you generate fresh ideas, and see things from the consumer’s perspective a bit better.

Think back to your favorite offline commercials or promotions, and see how you can integrate that with your online strategy—and have fun with it!

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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