How To Integrate Your Offline And Online Marketing Efforts

StrategyDriven Online Marketing and Website Development Article, How To Integrate Your Offline And Online Marketing Efforts

When it comes to marketing today, there are many different options available to you. However, most techniques tend to fall into one of two categories; either online or offline marketing. A healthy balance of both approaches is often the remedy to success, depending on the nature of your business. However, you can supercharge your efforts if you manage to integrate both campaigns, ensuring they work together to help one and other. With that in mind, let’s take a look at some of the different ways you can integrate your online and offline marketing efforts.

Create QR codes to print onto your leaflets – There is only one place to begin, and this is with making a QR code and printing this onto your leaflets, brooches, and so on. You can make QR code designs with ease. By doing this, people will be able to scan the code on their phone and it will direct them to your app or website. They do not have to go through the hassle of typing in a URL or browsing through the app store. It makes it as easy and convenient as possible for people.

Advertise online competitions via print methods – Another option to consider is sending out flyers about competitions that you have running. Users should have to enter these competitions online, meaning that there is a clear connection between your online and offline marketing efforts.

Add an online call to action to your offline promotions – If you are establishing an offline promotion, why not get customers to take the action online? For example, you may send out postcards about a promotion that you have running, and you may want the person to sign-up to your online newsletter in order to gain entry. This is a great way of integrating your online and offline marketing methods.

Get your online customers to contribute to your offline efforts – Ask your online customers if they would be willing to contribute to your offline marketing efforts. For example, if someone has left a great review about your company, ask if they would mind this information being printed in your next brochure. This can act as social proof, proving that your products and/or services are more than worth the money.

Use your online data to support your offline marketing efforts – The final step when it comes to integrating your marketing efforts is to fuel your offline campaign by using data that you have collected online. One of the great things about digital marketing is that it enables you to capture a wealth of different data sets with ease. You can use this information to power your offline campaigns so that you’re getting great success.

As you can see, there are a number of different steps you can take to integrate your online and offline marketing efforts. If you follow the tips and advice that has been provided above, you can give yourself the best chance of making sure that your marketing campaign is effective and delivers the results that you hope for.

Attention Social Media Marketers! Here’s What You Should Know about Inclusiveness on Social Media

StrategyDriven Online Marketing and Website Development Article, Attention Social Media Marketers! Here’s What You Should Know about Inclusiveness on Social Media

At nearly 4 billion users, more than half of the world’s population now uses social media to connect with not just each other but also with brands. Needless to say, your social media audience is an extremely diverse bunch of individuals with varied interests, beliefs, and abilities.

To cater to them all in the best way possible, you’ll need to consider inclusiveness in your social media marketing efforts. People expect the companies they do business with to take a stand – in fact, 70% of U.S. consumers say it’s important for brands to take a stand on social and political issues.

But inclusiveness is not just about taking a stand on global issues. It covers a diverse range of subjects, from racial justice and gender equality to content accessibility and hate speech.

In this post, let’s learn more about these inclusivity issues and how you can address them in your social media marketing strategy.

Go Beyond a Corporate Statement With a Social Strategy

A corporate statement tells your audience about your beliefs, but a long-term social media strategy shows them how your brand is taking real action.

It goes beyond announcing a charitable donation and proves that diversity, equality, and inclusion is a long-term commitment for your brand. Create a social media strategy to highlight your employees’ actions and your company’s ongoing work towards more inclusivity.

For instance, if one of your initiatives focuses on internal education and dialogue about racial justice, you can share the activities that your team is doing with your followers. If your team is doing volunteering, highlight their stories and experiences in serving the community.

To go beyond a mere corporate statement about inclusiveness and demonstrate real action, here are a few things you can have in your social media marketing strategy:

  • Research how issues like racism and gender inequality impact your industry and create and promote content or resources like books, podcasts, thought leadership, etc. on how to tackle these issues.
  • Get your company involved in a movement and frequent volunteering or fundraising activities, and invite your followers to do the same.
  • Learn about your company’s past and existing efforts, and build a plan to convey your employees’ stories and actions on social media..

Use Gender-Neutral Language, Emojis, and Imagery

When addressing a general audience on social media, use inclusive pronouns like “they/them” rather than “he/she” and avoid language biased to one gender, such as “mankind” or “guys”.

Also, when responding to comments or posts, do not assume the person’s gender, but instead, address them by their name or username. UN Women has a comprehensive set of guidelines on writing in a gender-inclusive way.

This extends to the emojis you use, too. Avoid gendered emojis if possible and opt for the default yellow emojis when addressing a diverse audience.

Simply put, using non-gendered and default yellow emojis when engaging with a universal audience, or multiple colors of emojis when portraying a broad audience can greatly contribute to creating a strong sense of inclusiveness in your social media presence.

Furthermore, if you use stock visuals in your social media, understand that stock images are often littered with gender and racial biases, and there aren’t many options when trying to source inclusive images.

Use platforms like nappy and Canva’s Natural Women Collection the next time you need a stock image that truly embraces diversity and inclusivity. And when designing any new marketing material (flyers, banners, icons, etc.), make sure to let your graphic designer know that you’re committed to representing diversity and inclusion.

Create Content That’s Accessible to Everyone

While on the subject of designing graphics for your social media marketing, inclusiveness is also about ensuring all your content is accessible to everyone, regardless of their disabilities.

You might already know that having an accessible website is mandatory today, with the Americans with Disabilities Act (ADA) extending to digital properties too. Essentially, an accessible website is one that accommodates all visitors on all devices irrespective of the physical or mental ability of the user.

With an estimated 26.9 million adult Americans claiming they either have trouble seeing or are unable to see at all, if you don’t prioritize accessibility, it’s likely that you’re unwittingly shunning a considerable chunk of your audience from engaging with your content on both your website and social media. Not to mention accessibility is also important to avoid ADA lawsuits, which are on the rise.

To make your website accessible, you can take many steps yourself, such as ensuring logical content hierarchy (with subheadings), adding alt text for all images, adding descriptive labels to form elements, and making your site keyboard-friendly. Making all of these adjustments basically mean to adhere to the ADA compliance guidelines.

For social media, in particular, make sure to create graphics with sufficient color contrast so that the visually impaired can also consume the content. When posting videos, always include closed captions or subtitles.

Also, when posting on Instagram, go to Advanced Settings and then Write Alt Text to add a descriptive alt text for your posts. This way, you make your content more accessible to the visually impaired audience who’re using screen readers.

Remove Offensive Comments

If you haven’t already, sooner or later you’ll receive comments on your posts that are misogynistic, racist, homophobic, or hateful in nature. Such comments that are offensive to any group of people should have no place on your brand’s social media presence.

By not engaging and instantly removing these types of comments, your followers can appreciate your company’s intolerance and firm stance against hate speech. If you are not able to remove comments on some social review platforms, develop a strategy to tactfully respond to such spiteful comments, and demonstrate your brand’s values.

Final Words

Inclusivity isn’t just an HR initiative that’s limited to your workplace — it should be built into your company culture that extends to all your brand messaging and marketing as well.

Sure, it’ll take some time and effort, but working with your marketing team to create an inclusive social media presence goes a long way in increasing your content’s value, reach, engagement, and overall brand image.

5 Incredible Benefits of Digital Marketing for Law Firms

StrategyDriven Online Marketing and Website Development Article |digital marketing |5 Incredible Benefits of Digital Marketing for Law FirmsAre you looking for a passive and continual stream of new clients for your law firm? If so, then you need to utilize the power of digital marketing to improve your current lead generation strategy.

Don’t worry if you don’t understand digital marketing and how it can help you, we’ve got you covered. Keep reading to learn the top benefits of online marketing.

1. Improve Awareness Around Your Brand and Business

When your clients think of law firms, you want them to think of you. To do that you must be top of their mind. And digital marketing is the best way to stay in front of your audience so you can build awareness around your business and law firm.

2. Grow Your Audience With Social Media Ads

The fastest way to increase traffic to your website is through paid advertising. Historically, you might have taken an ad out in the paper or a local magazine. Today, online marketing gives you immediate access to your future clients.

You can’t afford to not be on every social media platform that your customers are frequently visiting. If paid advertising isn’t something you feel confident in, then partner with an expert to create a winning law firm PPC ad campaign.

3. Build Authority and Trust in Your Industry

Whether you focus on content marketing or social media marketing, you can use your digital marketing strategy to build authority in your industry. Write articles that answer the questions your clients are searching online. A quality digital marketing agency can tell you what topics you should be covering on your website.

Consider running a weekly question and answer feature either through a blog post or videos that you can showcase on your social media profiles. This will showcase your expertise and grow your brand at the same time.

4. Promote Your Name Within Your Local Community

Your online marketing strategy doesn’t end at your website and social media profile. You also need to win in the local SEO arena. To do that you need an optimized Google My Business profile.

So, if you haven’t uploaded anything more than your name, address, and phone number then you need to make your local digital marketing a priority for your firm.

5. Gain New Clients

At the heart of every marketing campaign, whether it is digital or traditional, your goal is always to gain more clients. Watch your business grow as your lead generation skyrockets with a winning online strategy.

As more future clients come into contact with your brand online, your firm will gain their trust and they will think of you the next time they need help from a lawyer.

Grow Your Business With Digital Marketing Today

Stop wondering, what is digital marketing? Now you can clearly see the many benefits that a powerful online marketing strategy can do for your law firm. Start building your online presence today and watch your lead generation grow every day.
For more great information on this and other topics check out the rest of our blog.

5 Lead Generation Tips for 2021

StrategyDriven Online Marketing and Website Development Article |Lead Generation|5 Lead Generation Tips for 2021Let me be straightforward – there’s no magic list of lead generation strategies that will make you a fortune in 2021. When it comes to generating leads, we don’t get a magic button to push. Still, there are certain things that you can try and do, many of them regularly, that will boost your odds at bigger success by the end of this year.

What is Lead Generation?

Lead generation comprises marketing activities that result in collecting information and using it to build a list of potential clients. This data can be collected both online and offline. Offline channels include cold calling, direct mail, hosting events, print ads, etc. Online channels include websites, blogs, ads, social media posts, and SEO.

What does this mean for you?

It means that this year, you should take action as soon as possible. Roll up your sleeves, collect the necessary data, check out some presentation templates, send out emails, and get out there to make your brand more recognizable than ever. With all this being said, here are the 5 most promising tips to follow this year.

5 Tips for Lead Generation in 2021

Have you been looking to expand your brand and make it bigger? Here are some excellent ideas for generating leads these days.

1. Knowledge Base Software

Knowledge base software is an essential lead generation tool these days. This applies to a database where you store a wide range of information. Such bases are located online and in most cases, based on clouds.

How can you use such software?

Essentially, this software is the brain of your company. You can use it for both internal purposes and communication or external support and communication. By using free knowledge base software, marketers can manage, store, and organize the documentation and information they need to take any further steps into branding their business.

You’re probably a very busy person and as such, you need to find a single solution to most of your problems. Rather than having all your data spread across systems and platforms, apps, email chains, tools, widgets, and notes – you should have them placed in a central, easy-to-access place.

When you have it all organized and gathered, you can create better planned and carefully executed lead generation strategies.

2. Email marketing

For many years now, email marketing has been one of the top priorities of business managers and owners when it comes to lead generation. Research shows that over 80% of marketers already use it in their strategies. Seeing how email marketing stands right beside content in terms of affordability, this is one of people’s favorite methods to find more leads.

According to BtoB Magazine, 59% of marketers consider email to be their best channel for generating revenue. Chances are, you are already aware of this and have built your email marketing to some point. This year, make it your priority. Create quality content to send to potential customers and use cold email outreach to generate new leads. If you do it properly i.e. with quality content and by targeting the right people, it will surely get some leads flowing in.

3. Automation

On average, 51% of companies use at least one automation feature or platform. This comes as no surprise – people are busier today than ever. Lead generation used to be much simpler when you needed to offer a downloadable product or white paper, create an email funnel and simply pass it off. Now that the competition is much bigger, this takes long hours that many marketers don’t have at their disposal.

In 2020, most companies opted for automation in at least one project in terms of marketing. Some automated the tasks for employees, others used this to schedule their online presence, etc. As long as you use accurate and carefully collected data to prep the automation process, this can save you a lot of time and yield amazing results.

If you don’t know where to start when testing for your brand and lead generation, use this usability testing guide. It will help you find out which parts of your business can be automated and how this can be achieved.

Some of the most prominent ways that automation is driving lead generation efforts in the past few months include chatbots, tool integrations, and of course, nurturing leads. Estimates have already shown that by the end of this year, the automation industry will be worth over $83 billion. This number sure gives you a push in that right direction, doesn’t it?

StrategyDriven Online Marketing and Website Development Article |Lead Generation|5 Lead Generation Tips for 20214. Content Marketing

Content has always been the strongest tool in marketing. This applies to lead marketing, too. This year, when you think content, think whitepapers, eBooks, webinars, and videos. But most importantly, focus on quality content.

Creating quality content demands a magnitude of resources, experience, and planning. You need it for your email funnel, website, blog, social media posts, and even the conversations you have with potential customers. They don’t say that ‘’content is king’’ without a reason.

High-quality infographics, whitepapers, videos, eBooks, webinars, and podcasts have been in high demand these past few years. This year, you should make it your brand’s priority to create only original, quality, and planned content across different platforms and for different purposes.

One of the most promising content types is a video right now. Experts have predicted that by next year, 82% of the internet traffic will be dedicated to some kind of video content. This shows that video marketing:

  • increases engagement
  • provides more accurate, visual, and detailed demonstrations
  • is an amazing tool for spreading word-of-mouth

How does this apply in the lead generation world, you might ask?

In this sense, videos can be used to get your brand’s name recognized, make it memorable, send more personalized follow-ups, and reach a wider audience.

5. Social Media Communities

Social media doesn’t always have a good reputation when it comes to lead generation. In reality, this can go both ways. But, if you know where to look, social media can turn out to be the best place to find new potential customers.

In addition to social media advertising, try tapping into online communities and social media forums on different platforms. Find out where your target audience hangs out. Some research on your current audience will help you narrow down a buyer persona, information that you can use to find the right groups and reach out to them.

When you find them, how can you use them to generate leads?

First, make sure that the group allows for promotional content. Hunt down the groups that are relevant to your brand and mention the problems you aim to and can solve. Second, check the group’s post. Go through their history and decide whether or not your target audience hangs out there.

Once you find those groups, get subscribed and slowly build yourself a name in the group. Answer people’s questions to establish yourself and your brand as experts in the field. Provide people with solutions and ask them questions that could help you improve your strategies. Reply to their comments and messages. This is how you will generate new leads.

Final Thoughts

Trends like video, automation, and knowledge base software can easily become a win for landing new customers, sales, and leads. Even though these tips aren’t written in stone, they have proven to be very effective in the past couple of months. Research shows that their effects will only grow, which makes it undeniable that you need to use these tactics in your lead generation strategy.

Essential Elements Of A Business Website in 2021

StrategyDriven Online Marketing and Website Development Article |Business Website|Essential Elements Of A Business Website in 2021Early adopters of the internet will remember just how odd our early engagements with the web were. While there was increasing access to the web from the middle of the 1990s, Google didn’t arrive until 1998, and wasn’t in particularly widespread usage for a while after that. Often, as an early adopter, you would type in a URL from a piece of paper you’d scrawled it upon, and this would take you to a website with a background that made overly heavy use of graphics. It was probably a GeoCities effort, built by someone hoping to drive business by using the new, exciting World Wide Web.

How far we have come, when most businesses now have their own websites, and few of them are as migraine-inducingly messy as they used to be. Now, the issue is less one of wholesale changes, and more one of details. If you want your website to be all it can be now, it is a matter of finding a few tweaks here and there. However, those changes are still important, because everyone is on the internet these days, and a small change in the way your site works can give you a change in traffic that looks small – but which, in such a competitive atmosphere, can be monumental for your business. Such changes include the following:

Hooking the viewer within the first few seconds

There is something to be gained by remembering the eyesore websites of the mid-1990s when you are designing a website for the present day. One of the issues with early websites is that there was simply too much going on, and it wasn’t very well organised. The chances of someone staying for long on a website that does that today are next to none. If you want someone to stick around on your site, then the first thing they see needs to be clean, uncluttered and at the same time somehow informative.

Ideally, the home page will operate as a menu in the first instance. From here you should be able to navigate to anywhere else on the site within two clicks, and it should be easy to see how you do that. Here is not where you use a lot of pictures, text or graphics, because that can be visually off-putting, and the one rule of a decent home page is to not give anyone a reason to click away to something else right away. All you need on the first view of your site is a navigation menu, and potentially the basics of some content – if your site is an online store, perhaps have a banner that takes visitors straight to some of your most popular products or ranges. Nothing flashier than that, though – don’t overwhelm anyone.

Getting the ideal Content Management System in place

Continuing the theme of how different the internet was a couple of decades ago, it’s worth remembering that the websites back then were designed and often coded by people who put a lot of time into teaching themselves the tricks. While there were some drag-and-drop options that allowed you to build at least a home page, making a website was a labor of love – much though that may surprise a few people.

In the present day, it is easier than ever for someone with no real coding experience to create a website themselves. It’s still not necessarily always a good idea, but it is easier, and the range of options that we have for making it work is greater than ever. The level of choice we have is impressive, but you have to make sure that for you it is a blessing rather than a curse. Modern content management systems offer you the chance to radically change the look of your site and what it offers – but they can quickly become confusing if you try to do too much. Ensure you’re using a CMS that is easy to work with – because quite apart from anything, if something goes wrong and knocks your website offline, you want to be able to fix it without having to dig around for the fault.

Content is still king

A website is your own corner of the internet that allows people to learn about your business, communicate with you and maybe make a purchase or two. When people land on your website with the intention of engaging, there is a truth you need to recognize: they could, with a change of luck, have landed with any of your competitors. And if you don’t give them a user experience worthy of the name, there is still a very good chance that they will find your competitors after navigating away. You need to keep them interested with useful content, which takes time to create.

You’ll hear it said of website creation that “content is king”, and that’s an undeniably true statement. An attractive website with bad content is probably worth less than a garish website with good content, because if you can get past the visual assault at least you can enjoy reading the latter, and you’ll come back to it. If a website bores you, you’ll navigate away and not have a reason to come back. This is why website creators, or SEO agencies should focus on user engagement primarily. It could be informative blog posts, relevant video content or useful widgets, but you need to make sure your site hosts items your target customers want to see.

StrategyDriven Online Marketing and Website Development Article |Business Website|Essential Elements Of A Business Website in 2021Everything needs to work

This rule might sound obvious, but it’s surprising how often you’ll find a site that includes broken links, features red Xs where you should be seeing pictures, or just seems to have gone wrong somehow. This website is, as we have noted, your little corner of the internet, and it is more or less constantly receiving visitors (if the SEO has been done right, anyway). Now, if your home was repeatedly hosting visitors, most of them strangers to you up to now, would you feel comfortable if the carpets hadn’t been hoovered, or one of your chairs was upside down? Of course not, but it’s all too easy for the digital equivalent of this to damage things for you.

A regular audit of your site, picking up on and removing broken links and images, will make the site work faster and look better. Perhaps more importantly than either of these points, it will likely ensure that your visitors are more likely to return – and when they do, they’re likely to have brought money with them. If the broken links and images are in blog posts they will usually be very simple to remove, but remember that if they are generated by the CMS backend that they may take a lot more work to either fix or remove. Also, once removed, you need to make sure that they don’t leave a glaring empty space.

Old broken links and missing pictures have much the same effect for your site that boarded-up windows would for a brick-and-mortar store – you might be open for business, but it won’t look that way.

Your “About us” page isn’t just filler

If you’ve ever used WordPress or Joomla or a similar CMS, then you’ll be used to the presence of an “About us/me/the author” section in the backend of the system. It is possible to delete this from your site, and some people choose to do so thinking that it is an unnecessary addition to the bandwidth the site will need to use. They are mistaken.

The About Us section is where people will go if they are looking out for information that isn’t immediately obvious from the rest of the site. You can include an FAQ here, but of primary importance is that you set out some information about your company. When was it founded, how many people work for you, where are you based? All of these will be useful information for someone looking to learn more about you and potentially become a customer.

Equally, this is the chance to lay out something of a mission statement, or at least lay out certain policies that your business has. If you are selling cosmetics, for example, you can include in the “About us” statement that you only handle products that are cruelty-free. If you sell coffee, you can make clear here that all of your coffees are grown under Fair Trade rules. In a market that is increasingly concerned with living up to strict ethics, this is the kind of thing that people are going to want to know – and including it in the About Us section also makes you more likely to show up when people search for “fair trade coffee” or “cruelty-free cosmetics”.

We’ve come a long way in 25 years when it comes to website building. If it sometimes feels like we have a lot further to go, it’s because the internet is so powerful it can allow us to create wonderful things. It’s worth taking the time to ensure your website has everything it needs to succeed, because the results are worth the work.