As the holiday season approaches, the pandemic’s effects on consumer shopping habits remain uncertain. Some customers may still feel more comfortable shopping online, while others have no issue going in-store. To meet the needs of both, you must develop a marketing campaign that reaches in-store and online shoppers. The following guide will help you integrate marketing strategies that harness the powers of both.
Make Your Website Central to Your Advertising
Businesses must position their ads to drive traffic to both their store and website. People often purchase products online exclusively, while others will research before shopping in person. Therefore, it’s crucial to invest in your website and ensure it has information about your brand and store offers. Additionally, ensure you regularly update your website with the latest company and industry news.
Your website should feature plenty of detailed information and be appealing and easy to navigate. After all, a well-designed website captures customer interest and makes them feel better about doing business with you.
Incorporate Online Components into In-Store Events
If you're hosting in-store promotions or events, include an online component such as a live stream or social media coverage. Combining both offline and online components allows you to include customers concerned with going into stores or crowds. That way, you avoid alienating your online audiences when promoting in-store events.
You can improve promotions with online components such as social media, email marketing, and more. Alternatively, you can sell pre-made packages or individual products in advance to prepare them for shipping or pickup. In the process, you'll avoid excluding any audience segments and get people to come into your store while they engage with your business online.
Create Consistency for All Channels
Create a consistent look across your marketing materials, especially as you branch out to incorporate other channels into your marketing mix. As you build out your brand, people will associate you with that overarching aesthetic and messaging.
Consistent branding helps customers quickly recognize they're looking at your materials. It builds credibility because consistency demonstrates internal organizational integrity. Additionally, you'll benefit from increased brand recall and recognition through your brand's unique identity. Otherwise, you might blend in with your competitors and wind up becoming a forgettable presence.
Whether you’re launching social media, email, TV, paid ads, or other campaigns, make sure to align your logos, messaging, and overall branding. Doing so will significantly improve the efficacy of your brand strategy.
Promote Across Online and Offline Platforms
Direct traffic between your online and offline platforms to optimize performance. Your online platform should promote your offline platform and vice versa. Encourage customers visiting your store to follow your business on social media or shop online through your website. Use your online channels, such as your website and social media, to direct customers to their local store.
During the holiday season, you could provide in-store customers with relevant printed holiday-themed promo codes that they can use when shopping online. Additionally, encourage people to shop in-store and online by advertising sales or sending promos to email subscribers.
Supercharge Your In-Store and Online Marketing with a Media Partner
Integrating online and offline marketing strategies gives you the best of both worlds. You may not have the time, resources, or staff to tend to both strategies properly. Instead, you can focus on growing your business while another team handles the marketing side. It's often best to work with a media partner to get the best possible results from online and offline efforts. With the help of a trusted media partner, you'll ensure you fully develop your campaigns for the season ahead.