Using Offline Marketing and Social Media Together Effectively

Using Offline Marketing and Social Media Together Effectively
By Katherine Halek


The strongest marketing strategy is one that integrates content across all channels. With social media participation on a constant rise and technology rapidly developing, online advertising appears to be the alpha and omega of marketing tools. But print advertising has its own exclusive strengths: tangibility, memorability, and a strong impression of legitimacy that only grows stronger with the influx of online ads.

How can you use these tools together to create a more powerful presence? There’s more to it than slapping a Twitter handle on a business card or sign. Consider how different types of messages can interact with one another, articulating a consistent business image and strengthening the impact of your important information.



Maintain Content Consistency Across All Channels

When working through a number of marketing platforms, it can be tricky to keep voice, visuals and information cohesive. Digital marketing tends to seem more casual, even down to the font. Printed materials tend to feel more formal. Each social media site differs in the types of content it allows: Instagram and Pinterest are image-centric, while Twitter and Facebook are more word-centric.

Regardless of marketing channel, establishing a stable image and feel is essential. This can be achieved by using the same logo across all mediums. Keep prices, deals, hours and dates consistent in-store and online. Take advantage of what makes your company unique by developing a voice that you use throughout all of your copy. Is your business persona laid back and highly relatable, or serious and professional?

Make sure every photo and graphic is consistent with the voice you develop. Update your information regularly, and do so on every front to prevent misleading customers. This will also ensure that your important material hits home.

Give People a Reason to Visit Your Social Media Accounts

Cross promoting your social media presence by way of your printed content can enable you to reach audiences with low online participation, as well as make your business accessible to those with high online participation. When cross promoting with print ads and social media, the most important thing to remember is that audiences need to have a reason to pursue your online links. Attach a social media link to a specific promotion with a call to action, such as “find out more.” That way, you’re doing more than displaying your relevance through tacking a few social media icons onto an advertisement: you’re beckoning the potential customer to take advantage of your accessibility.

Additionally, QR codes can provide instant, effortless access to a mobile website or other online resource. They are convenient, free and perfect for boosting online traffic. Be careful, however, because it’s easy to make mistakes when it comes to QR codes. Test the code to be certain it works. Point users to a mobile site rather than a desktop site, since smartphones are most commonly used to scan QR codes.

The Cycle of Effective Integrated Marketing

Printed ads can act like teaser trailers: give just enough information to make audiences want to know what’s next. Once they reach your social media links, audiences can easily engage and provide you with information that you need to reach out to them. When you receive this information, you can reengage them with physical ad content.

For example, once potential customers share their contact information, you can send personalized mail fliers or coupons. These can lead them into the store, where signs and window decals can help them find what they need and make a purchasing decision. Physical fliers and in-store signage can, in turn, point them back to your online resources.

Katherine Halek is the chief content strategist at Signazon and, leading online printers that provide marketing collateral for small businesses around the United States. Katherine enjoys writing about social media, content marketing, and the ins and outs of advertising. Connect with her on Twitter and Google+.