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If you intend on carrying out both online and offline marketing for your business, an important point to remember is that isolating your marketing strategy as online and offline can cost you a lot in the long run. Online marketing can benefit immensely from traditional offline marketing such as direct mail and advertising just as much as how offline marketing can benefit from promoting the business through the internet. Therefore, as a small business with a limited budget, using both online and offline marketing together may help you get a better return on investment.

You may have an effective strategy for marketing over the internet, with a well established website with all the relevant information. However, you may wonder why your sales are not increasing and your return on investment is not what you expected. At this stage, you may want to analyse how many people really know about your website and how many people were actually directed to your website.

The goal is to have all you marketing strategies supporting one another. For instance, you could use your URL (web address) on every letter, email or magazine that you publish as well as on your business cards. Not only would this help increase the recognition of your business, this would also give your customers additional methods of accessing and purchasing your product.   

Consistency

Integrating online and offline marketing efforts would also mean delivering information that is consistent with both modes of marketing. For instance, if you use direct mail to communicate a certain sales promotion to your customers, you should make sure that the same message is communicated through the internet to the rest of the consumers. If you fail to do this you may not be delivering the message accurately, which would result in disappointed customers.

Simultaneous marketing

You may also consider carrying out your online and offline campaigns simultaneously. This can be achieved by planning your campaign on a specific date and making sure everything is organised from both ends. One way of succeeding this integration would be to distribute printed fliers about a certain promotion and directing customers to your website for more information.