There are three critical components to launching a successful online and offline marketing campaign. This means that before you create your timeline and your launch plan, you should make sure these three components have been covered. Let’s take a look at them individually.

Simultaneous Launch

Both your online and offline campaign should be launched at the same time. That means that if you’re using a direct mail and an email campaign, your recipients should receive their message on or near the same day. If you’re blogging and publishing an article in an industry publication, they should be released to the public on or near the same day. This also means that the campaigns should end at the same time. This helps ensure your prospects and customers receive the same message and that your marketing achieves optimal results.

Complimentary Tactics

Your online and offline marketing campaigns need to compliment and support one another. They need to work together to achieve the same goal. We talked a bit about this back when we talked about creating weekly or monthly themes for your content. For example, your print and online ads both drive traffic to your opt-in page.

Consistent Message

We’ve talked about having a consistent brand message and that’s still the case. You want to ensure that anyone who is exposed to any marketing message experiences the same tone, personality and voice. This is true both during your launch campaigns as well as any other marketing campaigns. Consistency is critical.

Social media is a powerful online marketing channel that can help you achieve your marketing goals and objectives. It can be difficult to integrate with offline tactics. Next time we’ll take a look at hashtags and their role in offline advertising, print media, and events.

David Breth
Co-founder, Apple Pie Business Consulting

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