6 Tips to Boost Online Marketing With Offline Marketing

online marketingOnline marketing is more easily measured and often less expensive than offline marketing. However, what many seasoned business owners already know is that good old-fashioned offline marketing strategies are some of the most effective ways to build a solid foundation for growing your business.

What they may be overlooking is that offline marketing can be even more effective when combined with online efforts, and online marketing can be boosted with better offline marketing. If you’re relying on one without the other, you’re selling yourself short.

So, let’s take a look at 6 ways to boost your online marketing with better offline marketing.

1. Networking

Nothing beats building strong relationships with your existing circle of friends and colleagues, referring each other business, and building trust by delivering excellent products and services. To expand your network, you’ll benefit from going out and meeting people face-to-face, shaking hands, exchanging business cards, and getting to know, like, and trust one another. Attending events and conferences, volunteering, and getting involved in professional organizations will broaden your personal connections and grow your business network.

Having well-established relationships offline will help to propel your online marketing efforts because:

  • Your “real life” associates are more likely to like, comment on, reply to, and share your social media content than your online “friends.” The more engagement your content gets, the greater reach and exposure your business will get.
  • People you know will be more open to linking back to your website from their websites, blogs, and social media, which will improve your SEO.
  • Your trusted personal contacts may be more receptive to serving as joint venture partners or in promoting your product launch, book, or other campaigns online.

2. Speaking Engagements

Speaking on behalf of your business will position you as an expert and help to establish your credibility in the eyes of potential customers and referral partners. Speaking at your local chamber of commerce, Rotary clubs, professional trade associations, industry conferences, and other events will serve as a powerful business development strategy. By delivering a powerful presentation as a featured speaker, you’ll have the opportunity to make a positive impression that inspires confidence in you and leads to new business.

Speaking engagements will enhance your online marketing efforts because:

  • Host organizations will often promote you on their website, social media, newsletters, and other online channels.
  • Your audience may begin following you on social media, tweet quotes, share pictures on Instagram and Facebook, and even write a recap of the event on their blog linking back to your website.
  • You can send around a signup sheet or collect business cards of attendees to add them to your email newsletter list (with permission, of course).

3. Pick up the Phone

Nobody wants to cold call and many people also avoid warm calls, but phone calls are more personal than emails and other forms of online contact. People have become so reliant on internet communication that phone calls have become unexpected; so picking up the phone is a simple way to help you stand out. Overcome your fears and get into the practice of calling prospects and other colleagues regularly.

Phone calls can support your online marketing because:

  • You can contact people who are less active online and invite them to check out something specific on our your website.
  • You can reach out to people and directly invite them to an online event or webinar to boost participation.
  • You can make effective use of your CRM, such as Infusionsoft, and follow up with the hot leads you’ve been nurturing through email.

4. Direct Mail

Fewer companies are using snail mail in their marketing these days, so when you do send something in the mail recipients are more like to take notice. Whether you send a monthly printed newsletter to your existing customers or you send letters or other mailers to a highly-targeted list, getting your materials in the right hands provides a personal touch that can make a difference. When done well, direct mail can be affordable and drive a positive ROI.

Direct mail also boosts online marketing because:

  • It’s an effective way to get potential leads to visit your website or landing page and enter their email address in exchange for a free offer.
  • It can drive online sales by encouraging customers to go to your website for a special deal.
  • It sets you apart from competitors who market strictly online, so the next time a potential customer sees your brand online they may be more likely to take notice, engage with your content, or buy.

5. Write for Print Publications

Writing articles as a contributor for print publications, including newspapers, national magazines, hyper-local magazines, or trade association publications, is an excellent way to position yourself as an expert, boost your credibility, and generate interest in your business. Be sure to target publications that are relevant to your target audience for the best return on your efforts.

Contributing to print publications helps your online marketing because:

  • There’s a good chance your article will also be published online and you may be able to include a link back to your website, which will boost your SEO.
  • The publication may promote your article on their social media platforms and in their email newsletter.
  • You get to share the article with your existing audience to enhance your reputation in their eyes.

6. Traditional Advertising

Running print, local television, or radio ad campaigns can help you raise brand awareness and promote your business. However, traditional advertising can be expensive and difficult to track results. You can reach a mass audience or choose to advertise in small, highly-targeted outlets, but your best bet is to always include a URL in your ad along with a message that attracts prospective buyers to your website.

Traditional advertising can benefit your online marketing because:

  • You can entice potential customers to visit your website by offering a special trackable discount code.
  • The ad can drive prospects to an ad-specific special landing page that can be tracked with a free opt-in offer.
  • Offline ads and paid sponsorships are often packaged with accompanying online ads, social media, and newsletter mentions.

Remember, your online presence is intertwined with your offline reputation. By building stronger relationships, expanding your exposure and reach, providing more touch points with your marketing message, and aligning yourself with reputable and popular media, you’ll show up stronger online and get better results.

Need help developing a powerful online platform that amplifies your offline marketing efforts? Give the team at Solamar a shout!