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The benefits of offline marketing in a digital age

Offline marketing strategies to support your brand

There’s no denying that many businesses today focus their marketing efforts online, and with good reason. After all, that’s where many clients can be found. However, to put all your marketing eggs in one basket could be a big mistake.

Offline marketing is often neglected, but it can play a crucial role in your marketing mix, helping to establish relationships with clients, build loyalty and target the exact audience you are looking for. It is also worth pointing out that, as with online marketing methods, offline marketing should be used to link back to your website which is ultimately your most valuable marketing asset. It is absolutely crucial, before starting any form of marketing campaign, that you have a website that is up to scratch and up to date.

In this month’s newsletter, we are turning our attention to some of the most effective offline marketing strategies you can adopt.

In this era of hyper-connectivity, the humble leaflet is still a marketing force to be reckoned with that can help businesses reach both new and existing clients. They are a low-cost way to deliver your message directly to your intended audience. Leaflets and flyers should be visually appealing and eye-catching, showing off your brand’s style and identity, and have your website and contact details featured prominently. At WEBPRO, our graphic design team has years of experience creating attention-grabbing leaflets and flyers.

Leaflets also offer something that digital marketing cannot, and that’s tangibility, an item they can hold in their hands. And unlike an online ad that can disappear in seconds, a leaflet can stay in the homes and businesses of potential clients for weeks, maybe even months or years, serving as a reminder of your business.

Get out there and press the flesh. You never know who you’re going to meet that could help your business in one way or another. No matter your industry, there are bound to be a plethora of networking opportunities available to you. They include conferences, trade shows, networking events, speaking engagements and community groups and events. The key to successful networking is not to shout about all the great things you do but to focus on the needs of the people you’re talking with, really listen to what they have to say and think about how you can help. Always have business cards to hand so people know how to contact you with any questions.

Offline and online networking are not mutually exclusive; they go hand in hand. Networking via LinkedIn and social media are significant first steps that can be built upon with face to face meetings and vice versa. After all, we are human beings and, as such, are relational creatures that like to interact.

If the budget allows, sponsoring a local sports team or event is a phenomenal way to get the word out about your business. For example, if you sponsor a local football, hockey or netball team, not only is your branding visible during matches, but also in subsequent press coverage.

If your target audience connects with the party you choose to sponsor, this can do wonders for your image and reputation.

Print adverts still have a place in this digital age. Magazines and newspapers are still a primary source of information for many people and an eye catching advert could do wonders for your business. You can also combine offline ads with your online marketing endeavours by directing readers to your landing pages or using hashtags to encourage them to visit your social media pages.

Despite rumours of their death, business cards are still valuable in 2020. They’re a quick and easy way to share contact information. You don’t have to fumble for a mobile or tablet to input someone’s details. And remember, not everyone has a smartphone. A well-designed and attractive card creates a good impression and adds a personal touch, as well as showcasing your brand. Just make sure your web address and contact details are clear and easy to read.

Recap… Offline marketing is as old as the hills, but it is still around for the simple reason that it works. Not only can it help you create meaningful connections with potential clients in your local area, it can really complement your online marketing efforts.

Using both offline and online marketing, with a really great website at the centre of everything, can be a powerful promotional force for your business.

PS: Offline marketing is just as valuable as online marketing and any good advertising campaign will utilise both methods in different ways. Whatever you choose to incorporate into your marketing plan, ensure your website is always at the heart of it. Your website is your most valuable marketing asset — everything you do should have the goal of gaining more website traffic.

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