Digital marketing has become the go-to strategy for a lot of businesses, and for good reason. It’s relatively easy to execute, highly targeted, cost-effective, and measurable through real-time data.
Still, a lot of traditional, offline marketing strategies are highly relevant in today’s environment. Integrating both online and offline marketing tactics can ensure you cater to different portions of your customer base and create personal connections.
Not sure where to start? Some offline marketing strategies to consider include Direct Mail, Print Advertising, Networking, Speaking Opportunities, Community Involvement, and Gifting.
Let’s take a look at the keys to a successful online/offline integration in more depth!
Direct Mail
Snail mail isn’t dead, and in a lot of ways may get more attention than digital spam, which is easily ignored. According to this business.com article, Direct Mail has one of the highest response rates at 4.9% due to its ability to be highly targeted. Direct Mail works as a lead generation tool for businesses that want to raise brand awareness either in a local environment or through targeted mailing lists. It’s also a great retention tool for companies with a database of existing customers. Make sure to include an offer, like a coupon, to track the success of your mailing.
Print Advertising
Magazine ads, especially in local or niche publications, can be used to raise brand awareness, showcase your expertise, or promote a specific event or promotion. Maximize your marketing dollars by choosing publications that are highly relevant to your target audience. Using a QR code that drives to a landing page on your website can help make a print ad trackable.
Networking
The importance of making personal connections with prospects and customers will never go away. Networking, therefore, remains a top priority as an offline marketing tactic. Of course, online may be the only networking you can do right now but it won’t stay that way forever. For the best use of your time, look for future networking events or tradeshows that your clients are most likely to attend, and don’t forget to bring business cards or postcards to hand out. Research new groups to join such as your local Chamber of Commerce and business associations now and create a plan for when we can all meet again in person.
Seek out speaking opportunities for future events that will help you establish yourself as an expert in your field. According to Hinge Marketing, speaking engagements are the second-most popular way to acquire business leads, following referrals and recommendations.
Community Involvement
Getting involved in your local community will help you raise brand awareness and provide an opportunity to interact with current and prospective clients. Donate your time or offer gift cards and products for prizes at fundraising events. At the very least, these ideas are bound to make you feel good (and they may even gain you some brand exposure). Sponsoring a local event is another way to provide goodwill and an opportunity to build a positive and lasting image.
Gifting
A unique and unexpected offline marketing tactic that you might want to consider is sending a small gift to grab attention and get your foot in the door. Most people love getting packages in the mail, and it’s especially fun when it’s unexpected. A recent Forbes.com article confirms that 94% of executives believe gifts are important to business success as they help foster deeper relationships.
Sending coffee or food delivery, or an unsolicited product sample to a prospective client will create an experience with your brand that will leave a lasting impression.
How to Tie it All Together?
When it comes to integrating your online and offline marketing plans, the key is to keep things cohesive.
You want your audience to recognize your content as yours, no matter where they see it – whether that’s your Facebook page, a blog, or a flyer they grab off the corkboard at the local coffee shop.
Always use consistent language, design elements, and imagery when creating your marketing materials. Furthermore, consider how you can link the two, using QR codes or web links, to have offline interactions drive to your online presence.
One Part of Marketing
At the end of the day, consumers value personal interaction with brands and marketing messages that speak to their specific interests or needs. While online marketing tactics allow you to reach the masses in a cost-effective and trackable way, they should only be ‘one part’ of your overall marketing plan. Your offline efforts are equally important when implementing an effective, integrated, customer-focused strategy.
Need some help tying it all together? We can lend a hand! Reach out today to learn more. After all, One Part Social is why we started.