Your online and offline marketing should work together to share your brand and build success. The online world offers a cheaper alternative to traditional marketing that can be used alongside and to reinforce your offline campaigns.
While offline marketing uses print advertising, events, TV, radio etc. online marketing is all about blogging, social media, content marketing, PPC and of course, the all-important SEO. Offline marketing should direct people to your online site, and online marketing should help popularise your offline brand.
Say you were a clothing company, an offline fashion event could direct prospective consumers to your online site for free give-a-ways and more information. Online blogs and reporting can be used to create natural links and a buzz around the brand. Subscription forms can also be placed online so that customers can be updated about any further events, or sales etc.
The great thing about your online brand is that marketing campaigns and brand info can be easily updated, giving you room to constantly improve your presence in the market.
Your online site can also produce instant conversions and thanks to the wealth of web analytics programmes, you can meticulously track and measure the user journeys that bring you them. Use these tools to track unsuccessful customer interaction too and you can use this information to improve your site.
This constant updating and evaluation of your site will also help your search engine results page rankings, as Google shifts its focus towards usability. The most important things to remember are as follows:
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Don’t just focus on optimising for keyword searches, but on providing content around what your target customers are interested in – and use content calendars to structure your approach
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Make sure that target customers are landing on the correct landing pages and if some of these pages have a high bounce rate then find out why
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Keywords for PPC should have ad copy that converts and the most relevant landing pages to match
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When people get to your site ensure that they can easily navigate to what they’re looking for: remember – clear CTAs, mobile friendly sites, no faulty redirects and responsive design
As for staying out of harm’s way in relation to the Google updates, your site will need high quality, unique and linkable content and a clear, mobile friendly site structure. Remember, constant analysis and evaluation will create a great user experience and help you stay out of trouble.
For more tips on how to get the most out of your online marketing, and for insight into The WebMarketing Group’s success, speak to one of our consultants on 0845 555 5040.