May 14, 2017

In today’s digital age, we tend to focus a lot on online marketing (also known as Inbound marketing), which includes the use of social media, email marketing, and other online platforms to communicate with our customers.

Integrating online and offline marketing

With all of this focus on online marketing, we tend to think that we should invest all of our energy in our online presence. But it’s not that simple as customers don’t only spend their time online. While online marketing is crucial to growth and success, you need to also engage your customers using offline methods – especially in B2B industries where long-term relationships with customers are crucial to success.

A good way to understand this is to compare it to the use of social media in our personal lives. Most of us frequently share personal information about ourselves, our families, our hobbies, and more, on social media platforms. Despite the fact that these platforms seem to “replace” direct relationships, that’s not usually the case, and most of us still make a lot of effort to meet with our families and friends on a regular basis to nurture our inter-personal relationships.

If we apply this example to business, we can build well-balanced marketing strategies by combining the use of social platforms to share knowledge with potential customers and build their trust, with inter-personal, offline interactions.

Integrating online and offline marketing

Not mutually exclusive

Using both online and offline marketing doesn’t mean that you need to create separate strategies for each. Instead, you need to create the right marketing mix for your company and field where your offline marketing strategy is actually complemented by your online strategy, and vice versa.

Here are some examples:

1. Trade shows

Trade shows may be traditionally associated with “offline” marketing, but you can leverage your investment in them by using a digital strategy to promote your company’s presence at the event. This can be done through digital ads, social media campaigns, landing pages, calls-to-action, and even webinars or videos talking about the upcoming event and where to find you. These promotions can be used to both promote your business in general, and to set up meetings or collect quality leads.At the event, you’ll be able to meet these potential customers (and other) face-to-face and most importantly, to follow up after the event based on what they told you about their specific needs. Again, the follow-up communication can be done through both direct communication and digital communication such as newsletters.

Read here about the online approach to event marketing>>

2. Samples to customer

Offer potential buyers and distributors that leave their contact details via digital platforms free samples of your products (where relevant) or promotions. In this manner, you can collect quality leads from customers, communicate with them directly to get them to try your products, and continue to engage with them through online campaigns. You can also use geo-driven campaigns to attract potential buyers and then refer them to local points-of-sale.

3. Digital campaigns and demos

Use digital campaigns and landing pages to encourage potential buyers to leave their information and then call them to set up a live demo of your product. You can continue to nurture the relationship with these potential buyers after the demo through a combination of offline and online marketing techniques.

4. Join social media groups

Join and contribute to social media groups in your field, use them to increase your brand awareness, and look out for offline networking initiated by these groups, including impromptu meet-ups and offline conversations. You can also initiate such offline events in order to meet potential leads face-to-face.

The best of both worlds

So the answer is yes – you should DEFINITELY still speak to your customers face-to-face, and communicate with them in every way possible to secure and nurture long-term trust and relationships, and meet their specific goals and needs.

To get the most out this combined approach, make sure your brand promise, messaging, and visual language is consistent across all platforms so that your potential buyers and promoters recognize you wherever you are.


You may also interested in

Webinar hubspot

HubSpot – Marketing, ROI, and everything in between

Speaker: Dor Rotschild

Hebrew Webinar - marketing managers and sales managers who want to know what really happens in the connection between the marketing and sales processes in your company, and how the connection contributes to ROI and results.

49 min
Watch now
Door openers webinar jan 2023 idea 1

How to Meet & Influence Your Door Openers

Speakers: Nirit Elyovich and Rivi Kesten

The Door Openers strategy will bring you directly to the key people who will open the door for your company.

59 min
You’re probably familiar with Universal Analytics, the Google Analytics (GA) tool that has been around for more than a decade, providing website owners and publishers with insights into their website’s performance. But in July 2023, it’s being replaced by GA4. Are you ready for the switch?  

Don’t say you didn’t see it coming

  In October 2020, Google announced that it would discontinue Universal Analytics and shift to Google Analytics 4 (GA4). But don’t worry, we’ve got you covered with our step-by-step guide on how to switch from Universal Analytics to GA4, discuss the differences between these two versions of GA, and highlight some of the benefits of GA4. Analytics

The clock is ticking

  From July 2023, the free version of GA will no longer gather data. That means if you want to continue using Google Analytics, you must switch to GA4.   Take note, you will be able to access your previously processed data in your Universal Analytics property for at least six months. However, you won’t be able to view your Universal Analytics reports or interact with your analytics data via the API.   This change will affect all website owners who rely on their Google Analytics account as their main data source for audience demographics, behavior, and areas of interest.  

What’s the difference between Google Analytics and GA4?

If you want to know how your users are interacting with your website or app, you need effective event tracking which allows you to track specific user interactions – such as button clicks, video plays, and form submissions. In the past, you needed to set it up manually, adding code snippets to your website or app to track specific events, which was challenging to manage. The good news is that G4 has already set it up for you and you can configure event tracking without coding. While the focus used to be on calculating site sessions and monitoring audiences, it’s now moved to what audiences are actually doing on your site. GA4 offers parameters, enhanced measurement, and in-platform event creation (replacing action, category, and label). When setting up the data stream, you can turn on enhanced measurement to automatically collect page views, downloads, outbound clicks, video engagement, and scrolls. Conditions and parameters (which provide context on the user or user actions) cover events that don’t fall under enhanced measurement. Take note that you can mark events as conversions which eliminate the need for goal setup.  

There are four types of events covered in GA4:

  1. Automatically collected events

GA4 automatically collects pageviews, scrolls, and outbound clicks without the need for additional coding. GA4 Enhanced measurement events
  1. Enhanced measurement events

Here’s where things get a bit more complex. These events usually track interactions such as page views, file downloads, form interactions, scrolls, outbound clicks, site search, and video engagement that can’t be easily by standard events and require extra coding before GA4 can collect these events and provide reports.
Custom events
These are events you define yourself and go beyond the first two categories. This enables you to get very specific data on how users interact with your site, such as how many times they click a button or view a certain page — enabling you to improve their experience.
  1. Recommended events

Behind the scenes, GA4 gathers data on your site activity and makes recommendations on events you may want to consider tracking, such as frequent outbound link clicks.
  1. New G44 features

  • Link to Google Merchant Center, Google Optimize, and BigQuery natively and for free
  • Create custom reports in GA4 and add those reports right to your navigation
  • Custom dashboards combining two tools in one —taking the data from UA and Data Studio

Gee, four sounds great!

  Switching to GA4 allows you to take advantage of all the new advanced features and get the most out of your data. There isn’t much time left to make the move, so if you haven’t already started, it’s time to make the switch now.   Ready to make the switch? Our SEO team will walk you through it.
Watch now
PPT webinar

From a Simple PPT to a Winning Presentation

Speakers: Rivi Kesten Buk and Nevo Levin

Practical Tips for PowerPoint Presentations From Oz's Experts

67 min
Watch now