Linking your online and offline marketing campaigns is one of the best ways to get high returns on your marketing investment. While online campaigns attract a large amount of leads within a short time, direct mail marketing now offers a higher conversion rate. This means that you are more likely to get optimum results if you combine both. Here are some valuable tips and ideas on how to do this.
- Begin your marketing in print and finish it on the web
You can actually start an article in print, stop half way and send the readers to your website to see the concluding part of the story. To capture more leads from your next marketing project, write an informative piece in your brochure, flyer or any other print marketing material and provide a link to the webpage containing the conclusion. The end of the marketing article could be on your company website or your Facebook or LinkedIn page. To capture many leads, you should add a well-crafted call-to-action. Just ensure that you actually write the concluding part of the story and not just a marketing message. With good copywriting skills, you can use this technique to get people to subscribe to your email list.
- Use your print marketing to promote your URL
Online marketing channels like social media and search engines can receive millions of views daily. But users tend to place a lot of value on physical materials because they can touch, feel and hold them. They are also easy to keep and use for reference. So take advantage of this by printing out your URL on as many physical materials as you can. For example, you should print your URL on all brochures, flyers, t-shirts, face caps, catalogs and coupons. This will help you to spread the word about your brand and increase website traffic.
- Place QR codes on offline marketing materials
Tracking offline marketing campaigns has been a tough task for many marketers. But by combining QR codes with personalized URLs, you can monitor the success of your campaign in different locations. If you print QR codes on your flyers, window displays, t-shirts, flyers and catalogs, your customers can scan them with their mobile devices. Then they will click on the URL of your landing page. You will be able to track the location and type of device they are using to access your website.
- Put an eye-catching call-to-action for your web properties in print
Put a mouth watering offer on your print ads, flyers and company brochures. This will give you an opportunity to send readers of your direct mail or magazine ad readers straight to a particular landing page. On this web page, you can place a well written description of your products, services and their benefits. Then make an irresistible offer that will compel readers to provide their email addresses for a gift or extra information.
Offering free content will work for you whether you are marketing to end users or business customers. You can entice end-users to provide contact details by offering a discount coupon, special report or e-book. For business customers you can provide them with a case study which reveals how they can enjoy outstanding results by using your products or services.
- Put details of offline marketing events online
Every time you plan to host your marketing events, make sure you put the details on your online marketing channels. Social media fans and followers can help you to spread the word about your event. You can put up the date, time and venue on a well designed graphic which may also serve as the prototype for your printed flyers. If you have a corporate mobile app, you can also set up notifications for users who have downloaded it.
Ask people who see your event notice to respond by sending a particular code with their names by sms or by email. This will enable you to know how well your ad is performing. After the event, post pictures of it on your website and Facebook account. Repeat this for every offline marketing event and you will build trust among your social media followers.
These are some of the most effective ways to combine digital and print marketing campaigns and strategies. You can use them to get more leads and conversions during your next major marketing project.