Why Offline Marketing Strategies are Important
For any business, marketing has to be a priority.
Otherwise, how do you expect anyone to know about your product or service?
We are in a digital age, and as such, more and more marketing investments in recent years have gone towards digital methods, and rightfully so.
More people are online and use the internet to search for the things they want to buy.
Therefore, we should be targeting those people.
However, that doesn’t mean that offline and traditional marketing methods are dead.
They are still critical and should be a part of your marketing strategy in 2021.
Here are the main reasons why.
What Do We Mean By Offline Marketing?
The definition of offline marketing is simple.
It is any marketing that is carried out using channels other than the internet.
This can include radio, billboards, television, leaflets, signage, and flyers, as just a few examples.
Online marketing is anything that is distributed online, from search engine optimisation, banner ads, and pay-per-click campaigns, as examples.
While they exist on different plains, they can be used together to create a robust and successful marketing campaign.
It’s essential to understand the various possible channels and how they can bring you results and play an important role, even in this digital marketplace.
People Still Need Local Products and Services
While many people might say that you can get anything on the internet, the truth is that most people do their shopping locally.
They visit stores near their homes and connect with their communities.
If you run a business with a base of customers that come from nearby, you should focus on your marketing efforts towards local people.
This can involve local SEO, of course, but you can supplement that with offline efforts.
For example, you can send mailers, flyers, and leaflets and use radio and local television advertising.
Window displays and elegant store signage like these ones can attract new customers walking by.
Flyers and mailers can be incredibly effective, especially today when people are home more often.
Without long commutes, consumers have more time to examine what they receive in the mail and on their doorsteps.
Even if your business has an online marketplace, your offline advertising can point customers toward your website or social media channels.
Get to Customers That Aren’t Always Online
While it might seem like it, not everyone spends most of their time online.
For example, older retirement age folks are less likely to use the internet to search for products and services.
However, that audience also has many resources and is willing to spend it.
If this is potentially a valuable demographic for your brand, then you need to make sure that you are reaching them where they are.
You can create marketing materials that target seniors.
Television commercials to be aired during the day can be effective, as can flyers and newsletters.
Older folks tend to be connected more to their communities than to the internet, so you can make sure to have a presence, whether in person or with signage, at seniors’ events and functions.
This demographic gets forgotten by digital marketing, but you can take advantage and find considerable success with offline marketing strategies.
Offline Marketing Can Connect to Online Marketing
Just because you are advertising using an offline medium, it does not mean that you can’t use it as a bridge to your online media.
In the past, it was common for marketing materials to tell customers to go to a store’s location or to call a number to purchase something.
That’s why phone numbers from large established companies are often so memorable, or jingles would feature them heavily.
You can use your offline marketing to drive traffic to your online marketing in much the same way.
Television and radio are great for creating memorable and catchy scripts and visuals that will stick in a customer’s mind and entice them to visit your website, for example.
Flyers and leaflets can do the same.
You can have your phone number or URL displayed prominently so that it’s easy to spot and easy to find when they want to use it later.
More visits to your website will lead to more sales, and your offline efforts can work similarly to an SEO campaign if your marketing materials are effective.
You can also use offline marketing when you are looking to test a new market when expanding.
Before making a big decision, you need all of the information you can get.
Running offline campaigns in the community to which you are looking to move will help you gauge the area’s interest in certain products and services.
You can combine this with online marketing to get a sense of the differences between those who consumed the offline materials and those who consumed the online materials.
These ad campaigns will help you prepare to make your move and ensure that your strategy is as effective as it can be for the community you are joining.
Sometimes it might feel like focusing on digital marketing is the simplest way to drive sales.
However, while it can be easy, it’s also essential to balance out your online efforts with offline marketing strategies.
This way, you will have a robust and balanced campaign that will reach customers no matter where they shop or search for products and services.
Author Bio: Ray Ko is the Senior Ecommerce Manager at ShopPOPDisplays. With years of experience in the retail space, Ray is an expert in formulating and implementing e-commerce strategies to increase revenue.