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Offline to Online Marketing

In today’s post I’m diving into the topic of what I call Combination Marketing. So if you are involved in a small business that has been using traditional media and you desire to jump online and combine the two, this might be just what you need.

Combo Marketing is a mix of using online and offline marketing methods to attract and reach your target market.

If this is new to you then let me give you a brief example:

Let’s say you own and operate a small restaurant that currently uses direct mail but also has a simple website with menu, about us and contact info.

You would simply start using your website and a social media site like Facebook to get started. Once you are ready to go you would place specific response mechanisms on your direct mail pieces that direct people to your website or Facebook.

Once the searcher clicks and takes action, you end up with a new reservation, a take out order, an inquiry, a new subscriber or a phone call.

This is a simple explanation and one of many roads that you can take, but it gives you the basic idea of offline to online marketing.

But even though combo marketing allows you the small business owner to possibly get more traction and results faster, you still need to pick your battles and focus, especially if you are on a limited or restricted budget.

Here are a few of many different strategies that you might consider using when implementing offline to online marketing:

Strategy #1
One of the strategies I like is to use a Dedicated URL that is short and relates to your business, products or services. URLs have become so inexpensive that for as little as $10 a year (and sometimes less), you can test a URL to see if it pulls and has any weight. This simple test will show you if it pays to expand and put more money behind the URL.

I also recommend that you combine this URL with one offline channel at a time, like a direct response postcard or classified ad.

If you want to take it a step further and dig down one more level, create a separate landing page for each and every ad or promotion that you create.  This allows you to create and track individual pages to see which ones are performing and which ones aren’t.

Strategy #2
The second strategy is what I refer to as the ‘Mobilizer Campaign’ and it’s whole purpose is to drive traffic and leads through a mobile website. The idea being that mobile users will search and arrive at your mobile site that directs them to specific pages that you have created for them to see and take action. These pages are response driven and need to have incentives and reasons for the searcher to click and take action.

For more information about these and other offline to online marketing strategies, along with the ‘BITS Program’, contact The SmallBiz Mechanic and get started today.

Dave Krygier