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Connecting Your Online and Offline Marketing

If you print a brochure, business cards, or buy space in the Yellow Pages, your website address should be on everything.


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If you print a brochure, business cards, or buy space in the Yellow Pages, your website address should be on everything. But in today’s marketplace, that may not be enough. You also have to develop consistency as a fundamental of your marketing strategy.

Integration of your tactics matters because without it, you confuse customers by having separate or conflicting messages online and offline. Your bottom line will benefit when you make it easy for prospects to get to know what your business is all about. Start by making it easy for customers to find, recognize and connect with your business.


These 5 tips will give you brand consistency
and better results from your marketing.

1. Make everything look and feel the same: Start by taking an inventory of your logos, colors and images. Choose a design style and stick to it. If you’re using illustrations, stick to illustrations. If you’re using photos, stick to photos.

2. Stay on message: Are you consistent in your messaging across your website, emails, Facebook and other points of customer contact? A favorite way to stay focused on your message is to create a 10-point manifesto and use those points as touchstones for developing articles, social media posts and marketing materials.


3. Always include your contact information: Do you include the many ways to connect with your business, including links to your Twitter, Google+ and Facebook profiles in your marketing materials, website and email signatures? The data shows more and more people are interacting on Facebook, Twitter, and a variety of other social media apps so be sure to make it easy for them to find you.

4. Create a funnel and follow it: Sit down and map out your marketing funnel (“buyer’s journey”) for your most profitable and popular products/services. Identify free content that you’ve created or have access to for each stage that will benefit your audience, then link to that content from your offline sources or social media posts.


5. Get off the merry-go-round:
Stop and take a look at what your business really looks like through the eyes of a consumer — and then choose those marketing tools that will help you get in front of prospects and lead them to become customers.


Information provided by Ivana Taylor.
For more marketing advice, visit

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