Integrating Online and Offline Marketing

These days, online marketing is all the rage, and why not? After all, people spend most of their work time on the internet, and now most of their social time as well. When they require a phone number, an address, or a recommendation they look it up online, so naturally it makes sense for companies to want to appear on their first page of search engines and to be discussed and promoted on social media sites.

Of course, every now and then, one leaves their computer and goes to the store to buy groceries, or watches their favourite show on TV, and companies musn't forget that marketing opportunities exist there as well.

If an outdoor billboard or a TV commercial is out of your budget, then you might start doing some offline marketing activities within your local community. There is lots of talk and literature surrounding the 100 Mile Diet- the idea that people should buy produce from local farmers and distributors. This not only supports the local community, but minimizes carbon footprints etc. Well small business are no different. It is in a company's best interest to introduce themselves and their services to their local community.

Outreach suggestions include:

1. Dropping a note:

It sounds dated, but printing out a little introduction note with your business information and contact details is a good way to introduce yourself to your community. Keep track of where you dropped them and then follow up with a phone call.

2. Have a little party:

If you're new to a neighbourhood, you might want to open your new office space to local businesses and introduce yourself with an after-work toast of some kind. This is an enticing way to get working people from around the area to meet each other and learn about what you have to offer.

3. Offer something for free:

If you are a service provider than that means you have an area of expertise. Perhaps you might offer a free workshop once a week where people from the neighbourhood are welcome to come by with their questions and learn something. This is a great way to add value and generate trust.

4. Organize something for charity:

If there is a cause you believe strongly in, then you might put together a team to raise money for it. By getting community members involved, you have the opportunity to get to know them and work together towards the greater good.

Remember, all of these activities can be recorded, promoted and discussed through various online marketing channels. Getting to know your community is a great place to start and it doesn't have to be expensive or time consuming.


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Adaptive Consultancy is a digital agency specialising in website design,
eCommerce, and internet marketing, including SEO, PPC and SMO. For more
on internet marketing London visit
http://www.adaptiveconsultancy.com/internet-marketing/London