Watch your sales grow when you use marketing tactics that pair both online and offline marketing programs.
To say that the digital world has become our main obsession would be the understatement of the century. We buy online, sell online, date and build relationships online, we spend almost every waking moment connected to the web even if weíre not strictly using the connection.
The possibility is always there. In a way, it makes perfect sense that businesses are relying predominantly on online marketing tactics precisely for these and many other reasons.
What are marketing tactics?
Marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals and objectives.
That, however, is no reason to misinterpret the importance of offline marketing tactics, since it is at the very core of all the digital strategies as well. Whether youíre a new brand or a veteran trying to update your marketing strategy, these are the seven key reasons to support going with a mix of offline and online marketing tactics.
Improving your conversion rates
Weíve already mentioned how everyone is online almost all the time. Now, what would you call the moment your old customer walks nearby your brick-and-mortar store? An opportunity.
This is your chance to ďpingĒ them with an alert that thereís a sale or a special discount for in-store purchases that particular day, and youíve just let them know that they are a few steps away from their next favorite pair of shoes.
This may seem like a cheeky way to get some attention, but location-based online alerts work for modern customers who are already familiar with your brand.
In fact, these location-based notifications get an average of 40% click-through, which is an impressive number for a single tactic. In essence, it pays to give your customers an online nudge for an offline purchase now and then.
Platforms like Foursquare and Yelp are perfect for this.
Delivery services are another popular geolocation app use case related to retail. For example, food delivery apps like GrubHub allow you to track your orders being delivered in real-time.
Inbound marketing Ė Hey, it does work.
Inbound marketing tactics are effective. Especially effective in todayís world where the consumer has limitless content options and full control over what they choose to consume. People are using content marketing to create content including press releases, blog posts, case studies, and eBooks.
86 percent of consumers skip through television ads, and 91 percent of email users unsubscribe from a company email, according to HubSpot. The old interruptive forms of marketing where advertisements are forced in consumersí faces isnít always the best option anymore.
Marketing is becoming less about disruptive one-way communication and more about having a conversation. Inbound marketing helps to build the path for consumers to find you through content creation.
When you decide to tackle inbound marketing tactics, keep in mind that it can take time to get right and start seeing results. Content creation is an intensive process that requires research, planning, and SEO strategy (to ensure your content gets read).
Fast and Painless – Website Redesign
The Result? A beautiful, fast, SEO tuned and mobile-friendly website.
Youíll need to refine a technique for content creation to reach your audience on a more personal and effective level.
When you put a content engine in place and create awesome blogs with an abundance of helpful information, conversion-designed call-to-action (CTA), and beautiful landing pages with enticing offers, then youíve got the inbound machine going.
But, what if your company is new with a brand-new website and a limited database? If no one knows who you are, itís going to take a while to get people to your site through pure SEO and inbound marketing tactics Ė and a lot of us donít have the time or the money to wait for the traffic to build slowly.
In this case, you need to create an advertising campaign to boost short-term leads and sales.
Print ads and online ads
Have you been trying to move to the top of Googleís first page without any luck? Your marketing tactics the work best for short-term boost’s in sales and seasonal programs are pay-per-click ads. The major players are Google and Facebook. However, other platforms should not be ignored.
A multi-layer ad campaign or sales funnel can see a big lift in sales leads when print advertisements are combined with online advertisements.
Depending on the size of your print advertisement for your online ad, it will dictate the amount of copy design and layout flexibility you will have. Keep in mind every good ad has a headline, subhead, body copy, and a call to action.
Your print advertisements should have a call to action that includes a phone number and URL to a landing page. When somebody completes a form on your landing page gives you the ability to track activity within the sales funnel.
Maybe you donít have the time, resources, or the talent needed to invest in an in-depth SEO strategy, which can take months of planning to execute well.
If you need results quickly, pay per click advertising (referred to as PPC from here on out) offers an alternative method that helps you attract consistent traffic from people who are searching for your product, service, or content.
Boosting brand awareness
Itís difficult enough as it is for any brand to stand out in this crowded market of ours, and considering the ever-rising competition, itís only natural for brands to be genuinely afraid of their own lack of voice.
However, even if your brand is predominantly online and you have no physical product to dazzle your potential audience with, visiting industry-relevant events is the perfect way to get the ball rolling.
A single, simple strategy that appeals to the child in every one of us will help you start a conversation with anyone at an event: give them freebies, preferably branded ones they will actually use.
This is a perfect opportunity to introduce them to your brand by handing out promotional notepads and similar items and sharing your story with them. Not only will they walk away with a gift theyíll use, but theyíll also remember who you are Ė and your freebie will remind them daily of your presence!
Nowadays, RSVPs are far simpler than they used to be. For starters, you can use e-vites to make sure that your attendees are indeed interested in your event, and you can combine virtual with a physical presence in case of a truly high-tech conference or trade shows.
That way, you can enable guests from all over the world to attend (preferably for a much smaller fee, if not free of charge), join your workshops, and listen to lectures youíve set up in your headquarters.
With the ability to choose, more people will probably show up, as opposed to merely sending out invitations via mail, or sticking to an online workshop. Mix and match the online with the offline world, and youíll have a memorable event that many will look forward to joining!
INTEGRATED RECRUITING CAMPAIGN
University of Denver
Weíve met their students, eaten in their dining halls, and uncovered their differentiators.
Social media Marketing
A strong social media presence can be incredibly powerful. But, making the most of your social media presence doesnít just mean cracking out content three to five times a day.
This marketing tactic is used to amplify your message and engage with your target audience.
There are a couple of steps you need to consider before you start creating social media content.
First of all, determine what your companyís goals are for the account. Brand awareness? Want more leads? Who are you trying to reach? You should have a solid understanding of who your target audience is before you set up any social media accounts.
This requires careful thought. You should consider the demographics, psychographics, and emotional desires of your target customer, but you should also know how and when they like to consume information.
Define Your Audience
Understand who youíre trying to reach. Youíll be able to design a more effective social media strategy because not all social media channels are the same! You need to be able to modify your messages to fit the form culture of each individual channel that you are active on. In fact, you may not need to be on some social media channels at all.
For example, if you are a B2B SaaS software company, thereís no need for you to spend time developing a presence on Instagram Ė use those resources to build up an awesome LinkedIn profile.
Once youíve established the basics, you need a plan and organize your content for each channel to ensure youíre distributing timely, relevant content consistently. †
There are tons of free templates online to help you organize your content in a schedule and post to the appropriate channels. Check out our social media content calendar here if you need some help with the organization.
Measure and Analyze
Careful attention to detail and planning will help to get your social media machine up and running, but thatís only part of the equation. You need to make sure that you are collecting your social media data in order to analyze the effectiveness of your practices and develop methods to revise results if needed.
Now it can be argued that inbound marketing tactics and social media are connected, but everything you actively push out to bring people in constitutes as outbound marketing.
Building multi-layered engagement
Today, social networks are the place to be if you want to connect to your audience, get more attention, and start an interesting conversation. However, they also serve a very specific, business-focused purpose: they are perfect for improving your customer support efforts significantly.
Still, digital alone cannot be enough if you wish to achieve the perfect level of personalization in your relationships. And we all know that adding a touch of authenticity and personalization is a must for todayís brands.
To achieve just that, integrating your sales teams to call up customers to make sure theyíve received their order, or to offer a complimentary item along with their order as your token of appreciation for their business, or simply to ask them if theyíve been happy with your service.
In addition to phone calls, you can use on-site salespeople to help resolve issues on the spot instead of waiting for a disgruntled email after your customer was unable to locate their favorite ice-cream flavor.
Utilizing the power of word-of-mouth
Much like the idea of events has transcended being merely offline, the idea that feedback and recommendations happen only online or offline is indeed a very narrow-minded one. Youíll find that personal recommendations come from a range of places: your audienceís favorite influencers, their friends and family, and other people who have experienced your brand before.
If you only encourage digital word-of-mouth, a marketing tactic, where youíll restrict yourself to a limited number of interested parties. There will always be those who will happily rely on the opinions of others, but only if they discover them in magazines, other printed media, or hear them directly from people they know.
Remember the notepads? Use those moments to hand out discount cards and rest assured people will talk about you for days to come.
There is no perfect blend for all brands out there. Itís up to you to find what works best for your business and let the wonderful opportunities come rushing in with the help of your finest marketing efforts thus far!
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Elaine Bennett, Digital Marketing Specialist, is a marketing specialist and a blogger, currently based in Sydney. Topics that she covers include marketing, branding, entrepreneurship, and SMBs. Sheís especially interested in social media and technology. Loves coffee, music and video games.
What are the tactics in marketing?
Marketing tactics†are the strategic activities that direct the promotion of a product or service to influence specific†marketing†goals. For example, a†marketing tactic†is content marketing, SEO, PPC ads, eBooks, a case study.
What are the goals of marketing?
Marketing goals†are objectives described in a†marketing†plan. These marketing†goals†can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure†marketing†success.
What is the difference between a strategy and a tactic?
The terms†tactic†and†strategy†are often mixed up. So let fix that. Marketing†tactics†are the actual means used to gain an objective, while a marketing†strategy†is the overall program plan.†