Offline and online marketing: what’s the difference?

Offline marketing

Developing a marketing strategy is essential if you want your small business to grow. Online tools and mechanisms have made this more affordable for small businesses, but you’re missing a trick if you don’t align activities across both realms.

An article by Carla van Staden, published by online education provider GetSmarter, offers some tips.

Everything is based on strategy
Carla says that although an online presence is a necessity for any business, successful marketing strategies combine online and offline tactics.

Marketing is seldom a cheap activity. To get the best return on your investment, you need to make sure that the comparatively cheaper online campaigns complement your traditional marketing efforts.

Your strategy should therefore identify how your online and offline activities are going to talk to each other, how you intend funneling prospective customers into your sales pipeline and how you are going to measure the success of your marketing efforts.

Online and offline must be aligned
In order to make an impression on potential customers, it is essential that your online and offline tactics are integrated.

This can be done through some very simple steps:
- Make sure that material such as your business stationery links to your website or social media channels.

- All online branding should match your offline promotions so that customers easily recognise and recall your brand.

- Include ‘calls to action’ in your offline material to engage people online. A call to action is a mechanism that encourages them go to your website to find more information about a promotion or product. Once you’ve attracted them, be sure to offer deals that drive people to your physical store.

- Interact with customers online – via your website of social media channels – so that you’re able hear what their likes, dislikes and preferences are. Use these interactions to tailor promotions or giveaways that lead them back to your physical store.

“Multi-channel marketing allows a business to raise awareness about its brand and enhances the effectiveness of its campaigns. Although online marketing is popular and has become an integral part of the marketing mix, the value of connecting offline with customers cannot be ignored,” Carla says.

If you need more assistance with your digital marketing contact us.