Table of Contents
Although it’s 2022, people don’t just receive information through the Internet. There is no doubt that many are surfing the Internet in search of the information they need, visiting online stores, ordering from e-commerce sites, and much more. However, many consumers still continue to watch television, read newspapers and listen to the radio.
This is why traditional forms of marketing have not disappeared. For whatever reason, some companies have decided that it no longer makes sense to bet on them. But if you combine “web marketing” with “traditional” marketing, you will be able to improve your strategies and find more new customers.
Let’s now explain why the combination of online and offline is an interesting solution, as well as how to combine these different strategies in practice.
Combining online & offline marketing: the benefits for your business
Offline marketing to reach an even wider audience
Before deciding on a course of action, marketers pay attention to the audience they want to target.
However, it is easy to think that if a company is targeting a younger audience, then it is appropriate to use influencer marketing or any other form of digital marketing. But with a bonus billboard, you’ll capture the attention of people of all ages.
Just think of that part of the public that does not use the Internet regularly. You are missing out on a huge number of opportunities for your business. If you skillfully combine online marketing strategies with traditional strategies, you can achieve unprecedented results.
Often, marketing actions aim to make the company known to as many people as possible. The more different methods you use, the more people will know about your business.
If you only focus on content marketing with the creation of a blog for example, you will forget that there are people who simply never consult blogs… Thus, you can lose out to your competitors who do not bet not just online marketing.
An online presence to increase trust in your business
At present, the online presence of companies is a factor of confidence for customers: if a company does not even have a website, then we go so far as to doubt even its existence…
So, if you only bet on offline marketing, it will certainly be insufficient. People in your city or elsewhere may receive printed flyers or promotional offers from your business, but will they trust you if your business doesn’t have a website?
By learning about your business, people will want to get more information about what you have to offer. And they want to be able to do it in the most convenient way possible: on the Internet. Your official website will be able to answer them. Thus, the two forms of marketing are inextricably linked.
You can use the best offline marketing strategies, but if you don’t have a website, you won’t be able to build credibility for your business.
Take your competitors “against the current”
While all of your competitors are betting all their eggs on social media marketing, and bent on being seen and heard on the internet, you can set yourself apart by focusing your efforts on offline marketing as well.
Think about the channels of acquisition of potential customers used by your competitors. Have you seen their advertisements on TV or radio (nowadays, a simple video editor and you can create a TV clip cheaply)? If your competitors aren’t there, then maybe this is an opportunity for you to gain a competitive advantage.
Some tips for combining online and offline marketing ?
Add QR codes to your offline promotional materials
In your communication, it is crucial that you add a call to action, whatever the channel you use.
Of course, for offline marketing, if people receive your company’s flyer, they won’t be able to click the link and go to your website. However, you can print a QR code that your audience can scan to go to your website.
Because offline communication can be both powerful and inexpensive. Grab the flyer: You can use sites to make your own designs and print them out to bolster your offline strategy. With a drop of creativity and a QR code, you will successfully “unify” the real world and the digital world.
Spark curiosity offline, continue the story online
By using an offline marketing medium, you can start teasing your potential buyers with something that will grab their attention and pique their curiosity. Then, invite them to discover the rest online (ex: it can be a landing page which contains a video and which takes into account the precise offline context in which the consumer is).
If you are offering software, at a trade show you can create a series of recorded video tutorials using a screen recorder that walk viewers through how to use your tool in detail. All you have to do is find a clever way to intrigue trade show attendees and drive them to your online content.
Offer additional services that the customer can access online
Buyers are now more willing to buy personalized products, and expect more personalized services from brands. Also, for customized products, buyers are willing to pay much more.
It’s time to move on to customization. We’re not just talking about the fact that you can address your potential buyers by name. You can offer customers the ability to customize the product.
For example, if your business is selling iPhone cases, you can use traditional methods to let people know that by visiting your store, they can get a personalized smartphone case by specifying their desires online, in just a few minutes.
Collect prospect data offline, then communicate online
If your business regularly attends offline events, remember this is a great way to grow your email list.
By participating in fairs, you can offer your customers various bonuses, discounts, coupons and much more. However, in exchange for a nice gift, you can ask them to leave their email address. Thus, you will be able to expand the prospect base to whom you will send your interesting promotional offers by e-mail.
Conclusion
Although the Internet has become the prerogative of marketing departments, this does not signify the death of traditional, offline marketing. The latter is still relevant and very powerful, especially when you combine it with digital marketing techniques.
