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THIS WEEK
Is Your Online Marketing Consistent with your Offline Marketing?
ALSO IN THIS EDITION
Is Your Online Marketing Consistent with your Offline Marketing?
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Smart businesses know that you need to have an online presence in order to survive in this market. However, as soon as you dip your first toe into the online world, you need to pay close attention to ensuring consistency in your marketing strategies.
Why? Often, creating your website and social media presence may be delegated to one or more external companies. You invest time and money creating a fantastic look, and crafting fabulous words to create a compelling message.
But in the excitement of getting online, you often find your offline marketing sends different messages than your online marketing.
So, how should you ensure you have online/offline consistency? Here are 7 tips for online/offline consistency.
1. Strategy first
Work out your key messages and the actions you want people to take (whether online or offline). Also, clarify your brand – not just simple things such as colour, logo, font and design. Include more complex areas such as your ideal customers, your values and what difference you want to make.
2. Hasten slowly
It's easy to be carried away and try to launch a site, a blog, social media, and newsletters all at the one time. If you try to do everything at once, unless you have unlimited time and resources to throw at it, something will fail and you will create inconsistent branding. Get one strategy operating effectively and then add in another. Only when that is working smoothly, add in another
3. Policy consistency
Make sure your policies and procedures are consistent between your online and offline presence – for example your return policies and loyalty programs. If you have a physical storefront as well as an online store, ensure customers are able to return goods purchased online in your physical store.
4. Get your legals in place
Have all your trading terms and conditions reviewed by an expert in IT law to ensure you are complying with legislation relating to online sales.
5. Document everything
Pull together all your concepts and ideas into the one place, not scattered across a number of files. Create a "brand book" or corporate style guide to help give guidance to team members and designers who may work on your projects.
6. Train your team
Ensure your employees are aware of any online and offline marketing you are doing. Walk them through your website and brief them on any new marketing brochures or offers you may be creating.
7. Consistency review
If you have different people working on projects, it is almost inevitable differences will develop over time. Periodically arrange for a consistency review where you go through every piece of marketing collateral and your website to ensure your brand is being conveyed in a consistent way. And ensure that a consistency review is scheduled in as soon as any new online campaign is launched.
Remember, to build online/offline consistency, it is as simple as: Strategy – Policies – Procedures – Training – Review.
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 The Christmas season is the perfect time to get started on those important projects that you never seem to have time to do the rest of the year.
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Creativity is not just all in your mind. A recent raft of science experiments have shown that just by moving your body in certain ways, you can instantly be more creative.
exuberantly yours
Ingrid
Heart Harmony
Legal stuff: This newsletter is intended as only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
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