This week, Mia’s column talks about the power of public relations strategies that integrate both online and offline marketing tactics.

She writes: “The number of people on sites such as Facebook and Twitter is getting bigger every day, and because the basic strategy of most public relations campaigns is to be where the people are, our target audiences have now become much more accessible. That said, as we learned last week, some of the strongest PR campaigns succeed because they strike the perfect balance between digital and traditional communications. No matter how big or small, the really good ones draw on the power of online innovation, but they also integrate tried-and-true traditional tactics to get the word out. It might be quick and easy to send a tweet or post a blog, but it can still be very meaningful to reach out in a more traditional offline fashion.”

Featuring Speakeasy Tattoo, a small custom tattoo shop in downtown Toronto with a strong online presence, Mia shares the story of how owner Lizzie Renaud executed a promotional campaign that used traditional handbills and posters, but also harnessed the power of her shop’s many social networks.

Mia writes: “Though it was a small campaign for a very select audience, the lessons learned from Speakeasy apply to businesses of all sizes. Traditional marketing tactics need not be abandoned for social networking – it is the combined power of both that will deliver the best results.”

Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.

(Photo: Speakeasy)

Today I received a welcome Easter holiday treat at the office. Cupcakes!

The amazing treats from Eat My Words are the BEST Toronto has to offer. Having ordered cupcakes for birthdays and work functions several times before, I wondered why I hadn’t come upon this divine shop in my search for the best combination of flour, eggs, icing and all that is delicious. It turns out, that my online search for “cupcakes + Toronto” yielded a plethora of options, but none so amazing as this outfit which supports the Stephen Lewis Foundation.

Eat My Words is clearly a great operation and the women running it have the marketing savvy to get Beyonce eating their scrumptious goodies. Everything about their branding is impeccable – but I doubt I would have found them online without knowing the name of their company. And while I am absolutely certain that well-deserved word-of-mouth must be attracting clientele in droves, this reminds me to never underestimate the power of search and the Search Engine Results Page (SERP).

As information gatherers we know that it is rare to click beyond the first page of an online search, so it is critical for companies to be listed with prominence on the SERP. This is often done through Search Engine Optimization (creating a push-pull of references across the Web to help drive traffic to your website) and paid advertisement with a search engine to help promote your brand and increase your online presence.

Whatever your approach, keep it simple. Identify the key words your customers actually type into the search box and ensure those key words are used throughout your marketing materials, press releases, and website.

I promise you a smart online strategy can reap big rewards …. or I’ll eat my words.