With 50% of consumer purchases occurring online, digital marketing has captured the hearts and attention of marketing teams, and for good reason. In a matter of minutes, an ad campaign can be up on Facebook, Google, LinkedIn, etc targeting potential clients.
However, with companies focusing on digital marketing campaigns, how can we access the other half of businesses who are hopelessly expecting a cold call?
It is crucial that sales and marketing teams don’t forget about the old schoolers, and aren’t leaving potential sales prospects behind.
Picking up the phone is not outdated, however, not knowing when to pick up the phone is. By creating a marketing strategy that seamlessly combines both marketing channels, you can identify a strategy to cross-market effectively to your entire product audience. Combining digital marketing with offline marketing can produce real results when done right, not only driving sales but boosting presence in all markets.
Use these 3 tricks to attract your entire product audience:
1: Brand Consistency
Identify your company’s voice: Make sure your offline and online marketing exemplifies a consistent message and branding.
There is already a division between online and offline campaigns, so taking the time to make sure that the message and branding are consistent in both approaches is crucial. A pamphlet with your company’s logo and key points will make the incoming email much more recognizable.
- Match keywords, layout, and logos:
- Use the same keywords in print ads and online paid advertising to reach your goals through integration. This may seem like a fairly simple tip, however, I cannot tell you how many times companies have made the mistake of using different word choice, layout, or even logos on different forms of advertising material.
- Maybe the assumption is that a mailed letter will yield an older audience who won’t appreciate your bold color usage or daring keywords. While the effort to personalize is a lot of times effective, it does not produce results if your brand is unknown to the prospect.
- By creating a uniform look and feel to your offline and online campaign, you are becoming more identifiable and using these different platforms to your business advantage. Familiarity is what creates relationships, and by targeting what the message of your campaign is early on, the combination of supporting offline and online marketing will familiarize your audience through multiple platforms.
2: Direct prospects from one medium to the other depending on your objectives
Remember that the channel where a product was discovered is not the same as the one where it is purchased.
The easiest way to direct prospects from offline channels to online ones is through calls to action.
This can be as simple as “Try out our (product, free trial, App) here, or listing another way of telling companies what to do next. A simple call to action paired with a creative or personal one can make beautiful outreach magic.
Below are a few examples:
- Virtual Events: There is no longer a need to buy snacks and nice pens for your in-person seminar. I suggest businesses take that as a win and pivot their efforts into holding virtual events. There are no limits to who your audience is and how many people can view your event. And if someone comes directly to your site from the event, you’ll know the event is what triggered further engagement.
- Referral/Testament Marketing: Odds are that companies who utilize your services know other companies who would benefit from the service/product as well. 84% of B2B decision-makers kick off their buying processes with referrals. Getting a testament from a company who already opted into your product can be extremely effective when prospecting other businesses in the same industry. Utilize those testaments by including them in the email campaign specifically for those targeted businesses. This will increase interest and familiarity regarding the value of your business and decrease the number of voicemails that never get returned.
3: Invest in a tool to convert viewers into identified leads.
Note that 98% of website views remain anonymous. This is the time in which it is necessary to invest in a way to identify these viewers or else your branding and calls to action may just result in an increase in anonymous activity. So how do we actually convert strangers into leads?
There are several companies out there that tackle this issue, so what it really comes down to is figuring out which one aligns best with your businesses’ needs. While tools such as Google Analytics and other visitor tracking software provide some broader market feedback, tools such as Leadlander provide more granular, targeted data that converts anonymous website visits (such as those visiting your site due to your offline marketing efforts) into actionable leads.
- LeadLander provides specific details about each visitor on your website, their journey through your website pages, as well as company details including website, address, and phone number.
- Companies can identify the pages most viewed by their website visitors to validate the success of their inbound and outbound marketing automation efforts.
- Companies get instant email alerts from tagged companies visiting their website plus daily summaries of website visitors and weekly summary reports.
While these tricks are just a few of the many you can use to integrate online and offline marketing, they will ensure your brand is tapping into your entire audience and doing so tactfully. Rather than deciding whether to market to your online vs. offline channel, incorporate these cross-marketing strategies and gain an advantage on the businesses that have given up on offline marketing. That cold call may be a lot warmer than assumed…