Consumers are connected to the internet round-the-clock thanks to the prevalent role smartphones now play in our world, and people are using them more and more whilst out and about.
Because of this, it is important that your offline marketing is somewhat related and/or directed at your online presence and ties in with your digital marketing strategy. Many consumers, when they see a physical piece of marketing, will go to their phones and perform further research if they like the look of your brand or what you have to say. 
When reviewing your offline marketing materials, you should be keeping in mind how easy it will be for the consumer to respond to it and find you online. Here are a few tips on how you can do that –
Be Consistent
A properly orchestrated marketing campaign will transmit the same message across all marketing channels – offline and online – seamlessly. One marketing campaign should tell one story, regardless of where your marketing materials are going to be displayed. Consumers do not care that they saw you in a newspaper and now they are on your website, but they do care that they are seeing the same thing: the very thing which prompted their visit to your site.
Integrate Social Media
Although you cannot easily do this directly through offline marketing, you can integrate social media share buttons and other metrics into your landing page where those visiting your site as a result of print marketing will be able to interact with them. This is a great way to increase exposure and improve your search rankings, albeit indirectly.
Use QR Codes
QR codes can be programmed by you to perform a certain action – i.e. visit your website – when scanned by a person’s phone. Remember that consumers are always demanding simpler and easier solutions, and by eliminating the need for the consumer to open a web browser and perform a manual search, you are more likely to make a conversion. Many popular apps such as Snapchat also come with a QR code-like functionality, too. If you do use QR codes, though, make it an option and not obligatory, as not everybody has a QR scanner downloaded.
Use Calls to Action
You can see examples of calls to action in virtually every piece of print advertising there is. Consumers will see an advertisement, either in a newspaper or on the side of a building, and there will be a message which prompts a response, such as the ad telling them to perform a simple Google search. This, of course, requires good brand SEO and paid search ads in order to work effectively.
Keep Things Simple
Not only should your offline advertising be simple – foot traffic only has a matter of seconds to see your marketing materials and absorb information – but you should make it super easy for the consumer to then go on and perform further research. Avoid asking consumers to visit URLs and instead optimize your site so that a simple Google search will bring the consumer to you. Use simple, catchy phrases, high-quality design and try to make the entire thing as memorable as possible. Not everybody will have the time to look you up there and then, so you should try and make your offline marketing campaign as memorable as possible.
Offline marketing is still very much alive, and it can be the perfect opportunity to generate some extra conversions when it is done properly. Not only that, but the conversions made from your offline marketing can easily help you rank higher in search results and establish social authority for your brand.
Michael Deane is a marketing executive for Printroom, with a passion for uncovering new ways to advertise familiar products. He is also a firm believer in communicating with his target audience, so you can often find him at local meetups and conferences.
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