In the digital age, it can be easy to forget about offline marketing strategies in favor of online methods. However, offline marketing is still a crucial aspect of promoting your business and attracting customers—especially for small and midsize local businesses. While digital marketing offers a fantastic ROI and a wealth of valuable data, offline marketing can make all the difference when trying to grow your business locally. So without further ado, here are seven offline marketing tips to help your business thrive.
- Incentivize Word-of-Mouth Marketing
Internet marketing has changed many things. But one thing that hasn’t changed is the power of word-of-mouth marketing. The best way to gain traction “through the grapevine” is to simply offer customers buzzworthy service. But you can incentivize your customers to promote you through their networks by offering a freebie or rebate for sending other customers your way.
- Stay Top-of-Mind for Your Customers
Don’t let customers forget about you. If search engine optimization services and pay-per-click ads are about increasing your online visibility, the same principle applies in analog format—keep your business in front of your customers. One often overlooked offline marketing tip is to check in with the folks with whom you’ve done business in the past. This is especially important for businesses that offer services that are needed on an ongoing basis. A pest control company, for example, might send fliers to customers reminding them about routine treatments.
- Partner with Other Businesses
In a world of large corporations and conglomerates, it’s impossible to overstate the power of a healthy partnership between small businesses. You probably already know of a few businesses in industries adjacent to yours, so consider joining forces to offer unbeatable discounts and mutual promotion. A local landscaping business and a pool and fountain maintenance company, for example, might make a formidable partnership. Join your local chamber of commerce and start rubbing elbows with other business owners to find out what’s possible.
- Offer Coupons and Promotions
With inflation taking its toll on customers’ wallets, promotions are more powerful than ever. Coupons and discounts offer a simple way to sweeten the deal for customers new and old. Try to be as generous as you can while still remaining profitable—remember, for many consumers, a discount is the deciding factor when choosing between competing businesses. Plus, by offering something tangible, customers can stick your coupons on the fridge or keep them in the car as a reminder.
- Never Underestimate the Power of Direct Mail
In terms of offline marketing tips, direct mail might seem like the least effective. Certainly, it’s easy to think of direct mail as the Stone Age predecessor to internet marketing tactics like social media advertising. But in fact, direct mail can help counteract the “digital fatigue” that’s become part and parcel of life in 2023. In fact, household mail has a response rate of 9% compared to 1% in email marketing. What’s more, direct mail is a great way to distribute coupons and let customers know about promotions. Sure, direct mail has its downsides—it’s more costly and less eco-friendly than digital—but it’s a great complement to your digital marketing strategy.
- Keep it Seasonal
In addition to major public holidays, there are dozens of celebrations and observances you can use to inform your offline marketing strategy. By identifying marketing opportunities throughout the year, you can ensure your business is the first your customers think of when they need your services. Some are fun in nature and could be helpful for relevant businesses—a dog groomer may create a short campaign around National Dog Day, for example. Others are more serious and offer a chance to connect with audiences on a deeper level; for example, you may choose to offer a Veteran discount on Veterans Day.
- Invest in Radio and TV Ads
Before local SEO, there was radio and TV advertising. You can probably still remember some of the catchy radio and TV ads from your youth—a testament to its effectiveness. While TV advertising may be best suited for targeting older demographics, radio is still a great way to cast a wide net with your ad spend and target customers within your geographic area. In addition to your digital marketing strategy, it may be worth considering an ad placement with a local broadcaster.
Final Thoughts
With these offline marketing tips, you can establish a strong presence in the physical world that complements your digital marketing efforts. While digital marketing is undoubtedly important in today’s highly competitive online landscape, it’s important to maintain an offline marketing strategy. With a comprehensive marketing plan that targets customers in both the digital and physical world, you can establish and grow a loyal customer base for years to come.
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