Mix and match your marketing

Consider the facts. A study by Brand Science found that mixing and matching your offline and online channels can lead to a 20 percent payoff. The study, which analyzed 260 marketing campaigns in various industries, concluded that combining direct mail with online components led to a 60 percent increase. 

It’s great news for businesses looking to integrate their marketing channels.

Digital marketing does not have to make your offline marketing obsolete. You can enjoy the best of both worlds, if you simply employ the right approach. 

So how do you make offline marketing and online marketing work hand in hand?

Include a Call to Action

Marketing integration works best if you include a call to action in your marketing materials. Be it healthcare or retail, a call to action is always useful. Directly invite users to visit your website and your social media pages, instead of merely listing those links on the back of your catalog.

Track Your Offline

Since online marketing is easier to measure, some forget to track offline efforts. If you’re sending out mailers on a regular basis, you can track these efforts digitally. Add a unique URL or QR code to your postcards or catalogs and encourage customers to visit your website. This enhances your brand's ability to coordinate follow-up efforts online. It helps you anticipate any questions, provide prospects with an appropriate response, and keep them coming back to your website.

Create Curiosity

Direct marketing does not have to be boring. Make it compelling and the transition from offline materials to the digital realm should be a breeze. Give customers something exciting to look forward to. For example, you can personalize the URL with a service like PURLs, a domain which includes a user's name, and prospects will reward the personal touch with action. 

Point Prospects to a Unique Landing Page

Like a mixed drink, balance is key. An offline campaign complemented with strategic digital marketing delivers great results if the integration is seamless. For example, try sending customers to a specific landing page. This eliminates the distractions of a conventional landing page. If they follow up on your call to action, reward their effort with a unique, clean, informative page that serves their needs. 

Unlock the Power of Social Media

Don't just send out company catalogs. Target prospects directly through a robust social media presence. Your marketing materials should always include your Facebook, Instagram and Twitter links. Avoid generic social media prompts like "Like us on Facebook." Instead, try something that makes it about the customer: "Ask us anything on Facebook" or “Follow us on Instagram to win great prizes."

 Integrate Email Marketing

When social media came along, some predicted that email would become less important. However, email has stubbornly refused to die. Make direct mail and email marketing work together. Build a quality email list from direct mail postcards so you can follow up with new prospects and deliver rich, relevant content to them. 

Your success in marketing relies on your ability to blend age-old traditions with modern innovations. Traditional marketing is one of the oldest forms of marketing. Digital marketing is the new kid on the block. Get the most out of your marketing budget by making them work together.