Nowadays, when it comes to marketing it seems that we are only referring to online marketing . And whenever we are asked about marketing actions, we end up thinking, almost unconsciously, about the web, social networks, content and positioning.But is there only this type of marketing? I invite you to continue reading to find out!The answer is, of course, no, since if we sa yes we are completely ignoring offline united kingdom cell phone number .Online marketing is understood as the actions carried out in the media and internet channels. For its part, offline marketing focuses all its efforts on the more traditional channels. While it is true that online marketing has been growing to the detriment of offline, we must not leave this aside.The ideal is to create a global strategy to combine efforts both in the online and offline channels, in such a way that our campaigns are reinforced and thus an increase in their effectiveness is achieved.Aware of how positive it can be to involve offline and online marketing , in this post I am going to tell you how to generate records through inboundization , that is: take advantage of traffic to both online and physical assets that a company has to generate records.Therefore, if you have an online part and a physical part in your company, this post and the actions that are going to be proposed in it will be very useful for you. Do not miss it!
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Capture of records: how to carry it out combining offline and online marketing
Some ideas of formats could be: ebooks / guides, online quizz / test (where you ask for the data if the user wants to know the result), raffles, discount coupons …offline marketing Image 3 offline marketing Image 4Asset Inboundization for Log Capture
Once you are clear about what to offer and in what format, the next question is given by how do I make my buyer person aare that I have those assets to offer them.To achieve greater coverage and improve efficiency, we are going to implement actions both online and offline. Do we see them?Take advantage of your online traffic
Let’s start by talking about what to do online. The first thing is to take advantage of the online traffic that you have on your website to help you in capturing records. To do this, you have to make a list of all the online assets you have, so you will be clear where you can disseminate the information. By online assets we mean your website, blog, social networks, relationships with industry partners …Once you detect in which assets you can push yourself to offer your content, start offering it through attractive calls to action. That is, place a button in image format (where the content you are offering is previewed) and make it land on a landing page where you will give the user the option to fill out a form in exchange for the content.offline marketing Bike raffle
Example of landing page of a giveaway that has been made for a project to capture a databaseTo enhance these actions, you can follow these three tips:Make the most of the potential of your web pages: place it on the home page of the corporate website, in the blog sidebar and in the articles with the most traffic (in a blog it will always be where the educational content is most aligned), place pop-ups exit intent on web pages, etc.
Make several publications on social networks to spread it too (Instagram, Facebook, Twitter … etc), they will help you achieve a greater reach.
Adapt the content to each of the channels in such a way that they are aligned to the maximum. For example, educational content makes more sense to offer it on web pages where it will be maintained for a longer time, while actions such as sweepstakes and discount coupons are more viable to disseminate on social networks.
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How to direct your offline traffic to online
What happens to all those people who visit your store / s but whose data you do not have to impact them via email? The ideal is to direct them to the online world to capture their data there.
As I have told you, actions can be carried out to make the efforts in the offline part complete in the online part. For example, some of the actions that you can carry out in your physical store to obtain customer data online are the following:Place tablets with content download landing page.
Offer wifi so that they have to register and leave their data.
Put bitlys (shortened URLs) in purchase tickets that lead to a content download landing page.
Take advantage of any offline campaign (for example, an album) to also include a bitly: if it is temporary, it can be from a raffle or educational content.
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As you can see, there are a large number of actions, both online and offline, to improve the rate of registration.Ideally, you should try different types of combined actions and analyze which action is reporting the best results and, specifically, see which action receives the most records. In this way, you will see what content works best and which broadcast channel best reaches your target audience.But don’t be left alone in an initial analysis. My advice is that you keep analyzing and see how that database responds in the future, that is, also measure the quality of the records obtained. For example, it is possible that for a discount coupon there are more bounce emails than in an ebook download database. Faced with this, the best decision you can make is to always prioritize quality over quantity.With all these steps covered, it would be interesting to propose next steps, that is, now that I start to have a solid database, what do I do with these records?I already tell you that it will be important to nurture them so that they continue to advance in the purchase process or to retain them if they are already customers. Wondering how you can nurture them? I recommend downloading the following free ebook on lead scoring and lead nurturing to get it. I would love to read your impressions about it!