Taking Your Marketing Offline
These days, online marketing is the most used way to promote a business but that does not mean the more traditional methods like marketing offline should be ignored. There are some businesses to which they are better suited, and many others where it is a combination of online and offline marketing that is the most effective for them. With that in mind here are some ways you can take your marketing efforts offline…
Advertising Leaflets and Business cards for Marketing Offline
If you ask your local printing services for a quote for advertising leaflets and business cards you will generally find they are not overly expensive at all.
In years gone by, businesses would have thousands of these printed and then pay local youngsters to push a leaflet through each front door. The business cards would be left in places such as doctor’s surgeries and hairdressers for anyone who was interested to help themselves.
Both of these were effective ways of reaching households and they can still work today because they keep your brand in the eye of consumers.
While these can work, they don’t have much leverage with them. If all you are doing with business cards are handing them out and hoping business flows in, you’ll probably be waiting a while.
This is where combining offline and online marketing can come into play. I’d suggest connecting with someone on your Facebook page and email list in addition to giving out your business card.
Media Prizes
Have you ever listened to radio shows where the 100th caller wins a prize? These prizes are usually donated by local businesses in exchange for free publicity. This works well as people traveling around often listen to the radio and if they do not live local, they may not have heard of your businesses before.
Before you speak with your local radio station, decide what your prize will be. It needs to be something that the listeners will be interested in. For instance, if you own a restaurant, a free meal for two is a good choice, or if you are selling scented candles, a gift box of them is ideal.
You may also consider offering a lead magnet to listeners rather than or in addition to a prize. A lead magnet is something you give away for free in exchange for a name, email, and phone number.
You could give away something like a PDF guide, ebook, video series, audio training, or even free tickets to a live event. I recently heard on the radio a company promoting flipping real estate giving away free tickets to a local live event applying this exact strategy.
Doing this will allow you to gather many potential quality leads from a single commercial.
Trade Shows
Trade shows are a brilliant way to get your brand known. Most of the visitors will be there because they are interested in the trade that is on offer and this means you will have a captive audience right away. Meeting with potential customers face-to-face is always a good way to win them over too.
Make your stand more noticeable than the rest. There should always be a smiling member of staff in attendance who can answer any questions that are posed.
However, it also lets you see what your competition is doing and that can be very useful in helping you make decisions about the future of your business.
Again if you do decide to go to a trade show, make sure you give away your online lead magnet there as well. Too many times I see people make the mistake of not gathering leads from events like these.
Even if people don’t buy right away at least get them on your list. There’s money in your list, and it gives you the opportunity to continue to remarket to them in the future.
Sponsorships
You could sponsor a local sports team. Every match they play will have your name on display and that will carry on for the whole of their season. Consumers like businesses that support their local community and in return will often make sure it is your business they buy from.
A Mixture
No business can afford to ignore some online marketing as well. Social media is a must for most businesses, for instance. However, they should not discount any of the offline marketing methods either, as sometimes these will reach a different audience and that has to be good for your business.
Many people would argue that it is mainly the older generation that does not use the Internet, but that is not always the case. Even if it were true, their money is as good as anyone else’s and they can be good customers too.
Certainly, utilize these offline tactics to grow your business, but do them in conjunction with online methods as well. People do business with those that they know like and trust. Building your business offline can help you establish this with your potential customers fast.
Plus as you master the skills you need to be successful offline you can apply them to building online as well. This is how I developed many of my marketing and sales skills as well.
While I certainly prefer marketing online, offline works great too, and it shouldn’t be something you neglect. If you’d like to learn more effective strategies for building your business online, check out my free Attraction Marketing Secrets Ebook below!
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