Combining digital marketing and field marketing strategies is like creating a well-coordinated dance between your online and offline strategies. If it was me, I’d focus on aligning these efforts to make sure your lead generation is seamless and more powerful than using either tactic alone. You have enough on your plate, so let’s break it down into easy-to-follow steps that even a marketing novice can tackle.
Why Integrate Digital Marketing and Field Marketing Strategies?
Field marketing strategies focus on face-to-face interactions, like events, trade shows, or in-person meetings. Digital marketing, on the other hand, leverages online channels to reach your audience. When you integrate these two approaches, you create a unified strategy that captures leads both in-person and online, nurturing them through a consistent journey.
Stronger Brand Presence: Combining both strategies ensures your brand message is consistent, whether prospects meet you at a conference or engage with your content online.
Multi-Touch Engagement: It allows you to reach prospects multiple times in different environments, increasing the chances of converting them into leads.
Step 1: Align Your Messaging Across Channels
The first step in integrating field marketing and digital marketing is making sure your messaging is consistent. If someone meets your team at an event and then sees a completely different message on your website or social media, you’ll lose credibility.
What to Do: Develop a unified messaging guide that applies to both your field activities (like trade shows) and digital content (like emails and social posts). After that’s done, ensure everyone on your team is aligned with these core messages.
Step 2: Use Digital to Amplify Field Marketing Efforts
Think of your digital channels as an extension of your field marketing strategies. If you’re hosting or attending an event, use your digital platforms to promote it before, during, and after the event.
What to Do: Create a buzz on social media leading up to the event. Share live updates during the event on platforms like LinkedIn and Twitter to keep your online audience engaged. After that’s done, follow up with attendees through targeted email campaigns.
Step 3: Capture Leads Onsite and Online
Field marketing events are great for generating leads on the spot, but don’t let that be the end of the story. Use your digital tools to capture those leads and nurture them into prospects.
What to Do: Use a lead capture tool like a digital form or QR code at your booth to collect contact details. Sync this data with your CRM so you can follow up with a personalized email sequence. After that’s done, make sure these leads are nurtured with relevant content based on their engagement at the event.
Step 4: Retarget Event Attendees with Digital Campaigns
Just because an event is over doesn’t mean your field marketing stops there. Retargeting attendees with digital ads keeps your brand top-of-mind, reminding them of your value even after they’ve left the venue.
What to Do: Set up retargeting ads on platforms like LinkedIn or Google that specifically target event attendees. Offer them something valuable, like a case study or a demo, to keep them engaged with your brand.
Step 5: Measure, Optimize, and Repeat
The key to mastering the blend of field and digital marketing strategies is continuous improvement. Track what works and what doesn’t, and optimize your campaigns accordingly.
What to Do: Analyze data from both your field events and digital touchpoints to see which channels brought in the most leads. Adjust your strategy based on this data, and double down on the tactics that drive the best results. After that’s done, integrate these learnings into your future campaigns.
Next Steps for Scaling Your Pipeline Growth
You don’t have to be a marketing expert to see the benefits of integrating field and digital marketing. Start by aligning your messaging and creating a seamless experience for your prospects both in-person and online. After that’s done, you’ll have a much stronger, more consistent lead generation engine.
For a deeper dive into scaling your marketing efforts with integrated strategies, download our free ebook, "What to Do When Your Consulting Pipeline is Drying Up." It’s filled with actionable steps to help you unify your marketing tactics and grow your pipeline.
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