While many forms of digital and online marketing have taken on major prominence over the last couple of decades, it’s vital for beginners not to forget certain forms of traditional advertising that may also remain enormously powerful. In reality, the best approach for most companies is to combine these two — using both online and offline marketing strategies that complement one another and drive outstanding results across the board.
In particular, there are several offline marketing concepts that, if leveraged correctly, will be easy to integrate alongside your comprehensive online marketing approach. Here are some excellent examples of these types and how they can be utilized to allow for cohesive online marketing for future use.
Trade Shows and Events
For many businesses, getting involved in trade shows and other events can be a great way to market both online and offline. You can use your physical presence at these events to attract attention and drive traffic to your booth or stand while also gathering valuable leads you can follow up with after the event. And of course, you can also promote your attendance at these events through your online channels in advance, using social media, email marketing, and other tools to get the word out.
For instance, if you’re exhibiting at a major trade show, you can use social media to generate interest and excitement in advance while emailing your list to let them know you’ll be there. Then, at the event, you can hand out promotional materials printed on your website URL or social media handles, so people can easily find you online. And after the event, you can follow up with any leads you collected and continue the conversation.
While direct mail may seem like a thing of the past, it can still be quite effective – primarily if used in conjunction with other channels. For instance, you could use direct mail to send postcards or other promotions to people in your target market, with a call-to-action to visit your website or social media page to learn more. You can also use it to drive traffic to everything from a website to an offline event, such as a grand opening, sale, or other special occasions.
And of course, direct mail can also be used simply to raise awareness of your brand and get people thinking about your company. Even if they don’t take immediate action, they’ll still be more likely to remember you the next time they need something you offer.
Hundreds or even thousands of people will view vehicles on the road daily, so why not use them as moving billboards for your business? You can have your company name, logo, website URL, or other information printed on the sides or back of a car, van, truck, or other vehicle, and it serves as a great way to raise awareness of your brand.
Using quality car magnets for business to identify your business vehicles is a great way to get started with vehicle marketing. You can also look into more permanent options, such as wraps or paint jobs, for even more visibility.
And of course, don’t forget about public transportation options like buses and trains. Many people see these daily, which can be a great way to reach a large audience with your marketing message.
Local Print Advertising
Like vehicle marketing, local print advertising can be a great way to reach people in your immediate area. And while it may not have the same reach as other channels, it can be very targeted and effective if done correctly.
There are several different options when it comes to local print advertising, from newspapers and magazines to flyers and direct mail. And, of course, you can also get involved in local sponsorships or other opportunities to get your brand in front of people.
The key is to find the right publication or outlet that reaches your target market and then create an ad that stands out and gets noticed. You don’t necessarily need a big budget to do this — sometimes, a simple but well-designed ad can be very effective.
It’s also important not to forget the telephone, which is still one of the most direct ways to reach people. Cold calling can be a great way to generate leads, build relationships, and get your foot in the door with potential customers.
Of course, cold calling can be quite challenging, and it’s not right for every business. But if you have a good sales team and you’re selling products or services that people need, it can be a great way to boost your business.
Remember that you’ll need a good script and a strong sales pitch if you want to succeed with cold calling. You also need to be prepared for a lot of rejection — but if you can make even a few sales, it can be well worth the time. When speaking to potential clients, reference your digital marketing platforms to ensure a more personal connection. Create a QR code to include on your marketing materials to make it easier for potential clients to find your website or social media pages.
There’s still immense value in face-to-face interactions and building relationships in person. To build your business, you must get out there and network with others in your industry and market.
There are several different ways to do this, from attending trade shows and conferences to joining local business groups or chambers of commerce. You can also host events, such as lunch-and-learns or networking happy hours.
The key is to get involved and start meeting people. You never know when you might make a valuable connection that can help your business down the line. Also, keep business cards with links to your digital platforms on hand to ensure potential customers can easily connect with you later.
Don’t let your online marketing efforts go to waste – supplement them with a physical strategy
Digital marketing is a vast and ever-changing landscape. It can be tough to keep up with the latest changes, trends, and best practices.
These digital marketing essentials can stay ahead of the curve and drive results for your future business, and physical strategies will supplement your digital marketing efforts. When you’re just starting or looking for ways to take your current strategy to the next level, you can always go back to the fundamentals of both physical strategy and digital marketing.