For most of the companies, online advertising is the front and centre of their promotional campaigns. Why do they choose online campaigns? Because they can easily measure them. But this doesn’t mean that offline marketing strategies are less effective. In fact, they are great tools to support a brand. A highly effective marketing strategy relies on both online and offline initiatives. When used together, online and offline marketing can boost each other’s efforts.
Do you still have doubts that offline marketing can amplify your online efforts? Keep reading to change your mind!
It enhances networking
Face-to-face interactions are a powerful form of networking and can bring more website visitors and clients when the new connections want to find more about the services you provide.
Sometimes people need to put a face to a name to trust it. A simple handshake can boost loyalty among your clients, so you shouldn’t discount its importance. Look for in-person networking opportunities and if you cannot attend them, ask one of your top managers to do it. Show up in your stores from time to time or organise events your customers can attend to meet them and find their opinions. National business conferences are also big opportunities to connect with possible clients or partners.
In-person speaking engagements build trust
Speaking engagements are important for multiple reasons. The paramount one is that it allows you to speak in front of your target audience, of people who are interested to hear you speaking about your products, so they’ll pay attention to what you share.
Speaking engagements help you build trustworthiness. A survey from Visible Experts states that in-person speaking engagements are the 2nd crowd-pleasing way to get leads.
In some industries, finding this type of events is challenging, especially for young entrepreneurs. It’s recommended to start with local and regional organisations, and attend even unpaid events. Your goal is to reach prospective clients, so you shouldn’t miss an opportunity.
Print publications can still drive leads
Even if everyone has access to the Internet nowadays, there still are people who read print publications. Newspapers and magazines may not bring the same benefits as SEO or online links do, but they still are highly valuable. Gaining relevant placement in famous journals and magazines can boost your brand’s visibility and prove your expertise. Print publications can be an extension to your blog posts. When print publications support your blogging efforts, you reach a wider audience.
Be selective with the publications that place your name in their articles, because you need to ensure they are relevant to your public, and reputable sources of information.
Direct mailing shows your clients they’re important
Companies prefer online marketing because it’s more affordable than direct mailing, but the second tool retains clients more effectively because many people appreciate receiving a direct mail. No matter the type of business you run, people appreciate a personalised direct mail.
Even if social media pages may create the misconception direct mail is a subject of the past, statistics prove that it’s far from extinct. Some of your clients may prefer direct mails instead of other methods of communications.
Warm calling gives a personal touch to your interaction with your clients
Calls are no longer as popular as they once were, but they still have a personal touch and they can resonate with your public if they provide interesting information. Calls are more personal than direct mail, so you need to receive the clients’ consent to contact them via phone calls. The greatest advantage is that they provide instant response. The fastest growing companies of the world have re-introduced phone calls in their marketing campaigns.
Companies are having great success with warm calling, that is different from cold calls. Warm calls deliver a better result because clients respond better to this approach. When you choose to call a client, who knows your company and was exposed to your brand through social media or other Internet-based means, you warm-call them. You can use this opportunity to provide your prospects a valuable piece of information to improve their expertise.
Trade shows are a great opportunity to meet buyers
You should consider attending associations and trade shows because they’re great opportunities to meet prospective clients and other industry leaders. Trade shows are the perfect opportunity to put your offline marketing strategy in practice because you can pass out flyers and other promotional materials to clients, display pop-up stands and banners to provide information about your products and services, offer brochures to clients, and speak to the public.
Provide consultations and demos
Your goal should be to create a connection with your buyers, and consultations and demos can help you do it. Live consultations are powerful bottom-of-the-funnel tools and you should integrate them in your offline marketing strategy. When launching a new product, you can use demos to show your clients how it functions and what benefits they get if they buy it. Consultations are great opportunities to prove your expertise.
Demos and consultations should be organised prior to marketing interactions. When the prospective client visited your website, read your blog posts, checked the demos, and received relevant information by direct mail, they are more inclined to make a purchase. Why? Because they know and trust the business. A demo or a live consultation can boost their confidence and encourage them to request a proposal and to buy the product.
The above article proves that offline marketing tools are still effective and they can help you grow your reach. You don’t have to choose between online and offline marketing strategies because they complete and support each other. You shouldn’t have the misconception your online marketing strategy can take the place of the offline one because it doesn’t address to the same public.
Offline tools can supplement your online efforts and make the business’ marketing strategy more robust. By combining them, you increase your brand’s visibility and attract more attention toward your products.