Offline marketing and online marketing should not have to contradict each other rather they should complement one another. Here in this article, we will explain how your offline marketing techniques can be fused with your online marketing campaign to yield better outcome.
Ask for Reviews
Word-of-mouth testimonials have always played a role in marketing. Today they take the form of online reviews. With the continued growth of social media, it’s becoming increasingly important to the success of your business. Depending on your industry, the ease of obtaining these reviews varies but it is worth the effort to request online reviews by your customers.
When asking for reviews, you should not pay or reward anyone for reviews, nor should you submit reviews on their behalf. You can, however, ask for the reviews via an email, newsletter, website, social media platform, or via a printed sign at your place of business.
Many customers don’t think of leaving a review. Remind them how they can help you grow your business and support your efforts by leaving one. Provide them with the sites where you are trying to either get reviews or improve your review score.
For restaurants and hotels, TripAdvisor provides both online and offline tools — such as reminder cards and flyers — to ask for your customers’ reviews. Other social media sites offer similar services.
Sending a request via email can be done in an informal “thank you for your purchase” or “trust in our company” note. Or it can take the form of a specific email, such as the example by Amazon.com, below.
Within a month of a purchase, an email review request is received from Amazon.com. It requests a review of the purchased book and includes language that makes you feel like you are playing a role in the community. It reads, “Your review of these products will help other customers like yourself shop on Amazon.com.” It has a link to the review page, order history, and several links to the corporate website. Service companies could do this just as easily.
Obtain Email Addresses
Offer something in return for an email address. Most companies have a box on their website to join their newsletter list. This is a start, but people are inundated with email and many are hesitant to give out their email address unless they are going to gain something of real value.
For example, assume a restaurant owner wants to collect the email addresses of his customers, to inform them of restaurant events and specials. The list must be permission-based, obtained directly from his clientele. Currently, customers are not leaving the emails on his website or comment cards.
One idea is for the owner to create sign-up pages that must be filled-out before access to any coupons or the restaurant’s Facebook page. The sign-up approach is often used when people want to download a coupon, video or whitepaper. Sometimes, however, people provide an email that they never look at just to get the one-time benefit — thus no repeat conversions take place.
For the restaurant owner, sign-up pages to access coupons or the Facebook page might turn-off potential diners given that there are presumably numerous restaurants in the area. While the email addresses are of value, it’s more important that people have no barriers to trying the restaurant. The restaurant owner doesn’t want one-offs — people who only come once to get a deal and never return — he wants repeat customers.
One possible solution is a birthday or anniversary club. When diners finish their meals, they are provided with a comment card that has the birthday and anniversary club announcement on it. When customers provide their birthdates and anniversary dates, they will receive a gift from the owner of the restaurant on those dates.
Once the emails are obtained, they can be used for email marketing promotions, newsletters or seasons greetings.
7 More Tips to Aid Conversions
Sometimes the most obvious tactics are the most overlooked.
Use email signatures
Place your website address, LinkedIn address, Facebook page links on your email signatures, especially for the first initial contacts. If you’ve switched computers lately or are using a tablet or phone, verify that your signatures are loaded into your email and text programs.
Place a sign
Have a sign at your place of business that indicates your website address and a benefit that people might receive by going to your website, such as being the “first to know” about upcoming promotions, events, and case studies.
Remember QR codes
Use a QR code at your place of business that sends people to your website, a special offer, a review page or to your Facebook page. If appropriate for your business, print a QR code on a product receipt or invoice. You can get QR codes for free at various sites.
Provide consistent information
Make sure information on your brochures, menus, or ads matches the content on your website.
If at a conference or tradeshow, make sure your material and business cards include a website address. Add your website address and email address to all business and association directories.
First impressions count
Train the personnel who answer your phones or meet your customers in person. A bad experience on the phone or in-person erases any effective online marketing.
Promote special recognitions
If you’ve received awards or honors, let your customers know by a mention or badge on your website. Don’t hide your offline accomplishments. They add to the trust factor.Last modified: March 9, 2021