How to Complement Your Online Marketing with Offline Marketing

A strong marketing strategy consists of different tactics with the purpose of reaching out to as many of your target audience as possible.

That means coming up with a plan that marries your online and offline marketing tactics.

Both may seem to be exclusive from each other due to the nature of their business. However, there is a way for offline marketing to help benefit your online marketing campaigns.

Brand your print materials

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Find events and conferences that you can attend and where you can set up your booth.

Prepare and observe the best practices of developing your business cards, brochures, flyers, and even branded water bottles that you can give away during the event.

Include the URL of your website or your social media, depending on your goal. For this particular example, we can try increasing the number of visitors to a landing page specifically made for this event.

Create page using a landing page editor like Unbounce and Instapage so you can build the page using both tool’s drag and drop feature in a matter of minutes.

You may be wondering, how can you qualify the number of visitors coming from the event to the landing page?

You can do this by building your URLs using a tool like Google URL builder. Identify the name of the source, medium, and your campaign name.

Once people visit the link to the clicked campaign, the visit will be recorded on your Google Analytics. Go to Acquisition > All Traffic > Source/Medium and check out the campaign name that you entered in the URL builder.

You will notice, however, that the built URL will be long, making it impossible to print the URL on your print materials. You can solve this problem by using a URL shortener like Bit.ly. This will reduce the number of characters from your URL and will make it easier for you to type it out.

Also, you can customize shortened URLs using Bit.ly to create memorable and branded URLs.

Track and measure the performance of your event marketing over time and see how many people have dropped by your landing page using the shortened URL. From here, you can determine whether your campaign was a resounding success or not.

To create a more measurable campaign, you can set a goal on Google Analytics, especially if you landing page encourages visitors to purchase your products or subscribe to your mailing lists.

Use QR codes

QR codes may have been cheeky marketing trends. However, if used correctly, you can drive lots of people to your landing pages or websites.

The key is to place your QR codes in ingenious ways to not disrupt the experience for users. Many times have marketers used these codes in wrong places like billboards and other places.

Looking at the best examples in this post at KISSmetrics, we can extract the best practices of using QR codes to three points.

• Be creative – Use the QR code as part of the overall design of your print material, not just sitting at the bottom of the page


• Defamiliarize the boring – Create ways to refresh your approach to presenting content to your audience using QR codes. For example, you can create a QR code that redirects scanners to an exclusive content. This will give them the incentive to scan those codes.


• Integrate tactic in your storytelling – Make QR codes an instrumental part of your content strategy that relies on providing your audience with rich and compelling stories. Let your audience follow through with your stories by letting them access it through scanning QR codes. This creates a serial type of content that keeps them expecting and anticipating for more.

Conduct open house seminars or workshop

Promote the event using Facebook Groups or Meetup. You may need to include a reservation fee to cover the costs of preparing for the event.

Once in the seminar, visitors need to sign up using their email addresses. You can then enter the emails in your mailing list to bring them down your sales funnel.

Of course, you need to deliver with your seminars as well. While the event is a good way to attract leads, it will be more effective that you can pull off the seminar without a hitch. This will be crucial if you want to convert attendees into clients and not just gather their emails.

Keep the tone light and heavy on the content for the benefit of the visitors. Not to mention, offer free food to reward attendees.

Last note: treat the seminar as a networking event not just for you, but also for the attendees. Encourage attendees to connect with each others and form businesses relationship with each others. Treat the seminar as a platform for like-minded individuals to meet and mingle.

Final words

The tips mentioned above are just some ideas that can help bolster your online marketing through offline means. By integrating your campaigns into your offline marketing, you can make a more personal impact on your audience. This way, you can increase the chances of converting them into clients and subscribers.

How to Complement Your Online Marketing with Offline Marketing