Integrating print with online
Written on the 4 September 2012 by Snap Marketing
Make your electronic and print marketing efforts work together
Contrary to popular belief, print and online media are not all that different. At the end of the day, your content and marketing message is the same. The only difference is your delivery channel and how each communicates your message, whether via audio, video, graphics or text.
The key to making your online and offline marketing efforts work together is mastering the art of cross-promotion and content integration. The real-time benefits of the internet makes it worthwhile integrating online and offline marketing activities to improve the reach of your message.
Interestingly, you can even use the internets measurement capabilities to track the effectiveness of offline direct mail, public relations, promotions, advertising and merchandising.
Master how to integrate online with offline content and cross-promote successfully:
Plug links offline
A smart marketeer often uses traditional marketing methods to promote online content. Just look at a flyer, billboard, TV ad or catalogue and youre bound to see a link to the business website, as well as social media channels asking to be followed. These often read Follow us on Twitter, or may even incorporate exclusive deals to entice a potential customer, for example: Like us on Facebook to receive 10% off your next purchase. This helps boost traffic and drive your offline customers to your online content.
Is your business planning to host a community event or take part in an industry trade show? Maybe you want to conduct an interview with a key thought leader. If so, record it and upload your video to your companys YouTube account. Video websites are very popular and a great way to gain free brand exposure. By uploading videos, youre showing prospective and current customers what you do and what youre about.
Build your email database
If you have a traditional shop front or office, a great way to build your email database is to request the email addresses of customers and clients who come in to your store. All it takes is a clipboard and pen at your cash register or front desk. Simply ask customers and clients if theyd like to join your email list to receive exclusive discounts and news.
Business owners should never underestimate traditional strategies despite the boom in online marketing. Combine both online and offline opportunities and your customers will be exposed to your branding message more effectively.