Getting the marketing message “right” across online and offline channels

Today thanks to social networks and mobile computing, you have more channels to reach clients and prospect than ever before. However, the availability of more ways to communicate to targets makes marketing more challenging since consistency of messaging across all these avenues is paramount.  Consistent messaging helps to ensure that your target audiences have the same understanding of your services and product offerings, that they recognize your distinct value proposition and that they can distinguish between your business and competitors.

Integrating online and offline marketing efforts also helps to increase revenue. Your audience builds a picture of your spa or massage practice business by gleaning bits of information from sources.  When there is consistency in messages across social media, the web and interactions with your staff, you leave clients and prospects with a more memorable impression. That impression leads to increased and repeat business.

Also consistency in messaging builds stronger relationships, which helps in business referrals.  Clients who have a solid impression and understanding of your services are more inclined to recommend others to your spa or massage practice.

Not sure of the best way to integrate online and offline marketing efforts? Here are some tips to help achieve your goals

1)      Revisit your marketing messages: You may need to tweak them for various channels (e.g., shorter messages for text marketing or Twitter) but ensure that they convey what you want clients and prospects to think about your spa or massage practice.

2)      Use online engagement to drive offline campaigns: If there is a message or photo that secures a lot of likes on social media, incorporate it into offline campaigns, such as signage in your business or in a mailer about a special promotion.

3)      Encourage participation from social media followers: Not sure what images to use in a print campaign about a special promotion or retail sale? Ask your social media followers for their input.

4)      Make sure your print materials have digital contact information: This includes business cards or print ads or mailers to drive offline viewers to online content.

5)      Submit content from blogs to local media: Inquire if local newspapers would be willing to run one of your blogs or find out if they have a topic they would like you to write about.

6)      Develop a how to guide: Turn blog posts, FAQs and infographics into brochures, newsletter content or pamphlets to hand out to clients and prospects as part of an educational effort. 

7)      Reviews: Ask satisfied clients to write reviews online

8)      Testimonials:  Ask clients if you can write up short case studies about their experience with your spa or massage practice. Post the case studies on your website and use them in social media.  Also pull quotes from the case studies to use in ads or on a quote page on your website.

These are just some of the way to ensure that your messages are consistent across all your marketing channels. You may have found others ways. The key is to think broadly about marketing and the various ways clients interact with your spa or massage practice and ensure everyone “hears” the same thing.