Marketing is a key aspect of company growth for many different businesses.  Integrating traditional marketing outlets with online marketing takes planning and marketing strategies that link all of your advertising to other marketing materials.

The buying habits of potential consumers have changed with the Internet. The motivations of buyers, however, haven’t changed. They want the best price, the best products, client care after the purchase, and incentives to buy from your business again.

Here are some simple tips to enjoy a better return on the investment of your marketing dollars.

1. Build a simple, easy-to-navigate website. Your company’s advertising serves two important functions: it delivers a useful message to prospects and it encourages the most desired action.

A well-designed website, one that’s simple to navigate and that’s focused on the needs of your target market, is perhaps the best place to tell the “story” of your business. A well-designed website that delivers valuable, accessible information may just be the centerpiece of your other marketing efforts.

2. Promote your website on every piece of business paper. Your website URL should appear on company stationery, business cards, invoices, purchase orders, company checks, billings – if it’s paper and it’s about your business, be sure to include your website URL to encourage more website traffic.

3. Pull in website traffic using traditional, offline media. If you advertise in the local newspaper or on the local cable channel, make sure your website URL appears as part of the ad so interested prospects can learn more about your company – everything from hours of operation to driving directions.

4. Analyze metrics. How many people visit your website? How many pages do they view? Is there a spike in site traffic when you place a print ad in the local paper or post to a social media site? Today, business owners have a great deal of data on the behaviors of their target demographic. Regularly analyze this data to determine what’s working and what isn’t.

Run A/B testing using two different ads to determine which pulls in more traffic. Then, build on that success through constant refinement. This principle works for both offline and online efforts: two different print ads, emails with two different subject lines, landing pages with content aimed at two different demographics.  Marketing integration requires planning and a complete understanding of just what prospects are looking for from your business.

5. Be relevant. If you place an ad in the local press with a link to your website, and the website doesn’t add anything new to the prospect’s decision-making process, you’ve missed a very promising marketing tool.

Today, website visitors are motivated to visit and remain on your website when you provide information relevant to the prospect’s search. Sales copy may motivate a buyer, but useful, impartial information is valuable to the prospect who’s shopping for the best deal or the best fit. Keep your website content synced up with traditional marketing. Be helpful with good information on your website.

6. Use smart tags. QR codes and MS smart tags make it simple for prospects to contact you or visit your website. Using the camera function on their smart phones, prospects snap pictures of smart tags that appear in traditional print marketing.

Smart tags can be programmed to automatically dial a telephone number, or take a prospect to your website via smartphone. Smart tags can be programmed to receive information as well, enabling you to push incentives via smartphone to encourage prospects to learn more about you. For example, you can program a smart tag to send a 20% off coupon to the smart phone owner. All the prospect has to do is show the cashier the coupon on the smartphone screen to save money – and prospects love saving money.

7. Try it. Don’t be afraid to try new marketing tactics using your website as the nexus of all marketing activity. Sometimes you won’t see the outcomes you projected. Other times you may hit it out of the park – a sales grand slam.

Use traditional marketing and online marketing to create a seamless presence, making more (and stronger) impressions on prospects who see your company name over and over.

Integrate offline displays – print ads, four-color brochures, B2B letters, trade show signage and other offline marketing with your online marketing efforts, from a well-designed, client centric website to paid online ads, banners, and social media posts to create the greatest impact on potential buyers. 


The information provided is presented for general informational purposes only and does not constitute tax, legal or business advice.