Six Offline Marketing Strategies for your online business
Strategies for marketing offline might seem outdated in this digital time. After all what is the most frequent time you record a company's telephone number on a car decal or magnet? With phones in our pockets, it's almost comical to imagine a knowledge creator or any business with an online presence publishing a newspaper advertisement for their program. It's a fact that it's not the case for everyone to be on the internet.
Why online businesses should use offline ads
When it launched iOS 15 in the fall of 2021, Apple added a brand new feature called Mail Privacy Protection. It allows users to hide their activity while opening emails by concealing their IP address as well as loading content remotely. Marketing professionals, this means that you're now unable to gain insight into the performance of your email marketing campaigns because you can't track those that use this option.
However, even if Meta changes or Apple changes do not affect the specific business you run this is the start of a trend. Platforms are rolling out new features which could make it more difficult for businesses to communicate with their intended audiences.
6 strategies for offline marketing
Once you've decided to explore offline marketing, you'll need to research and hone in the specifics of your strategies. This is a compilation of six distinct methods and strategies, and the ways knowledge creators and online business entrepreneurs can get the most of them.
Trade fairs
Trade shows come from an era when getting together with people in person was vital to learning about industry updates. They are still important for sectors where employees are looking for the most current trends and newest products, or for those in which professionals must keep up with continuous learning.
However, knowledge creators can skip hosting a trade show booth. Instead, seek out speaking opportunities in educational panels. If you speak at trade shows, you can position yourself as an industry professional, bringing awareness to your business and possibly increasing the number of people who follow you. Expos are an excellent networking platform to meet new people, either in the exposition area or even at the show's sponsored Happy Hours!
It is important to get in touch to the organizers of the event and make your pitch. Some of the trade shows will have inquiry forms directly on their website which you can fill out with your subject.
Print advertisements
Print media was where advertising began - but even while it's old-fashioned, it's still plenty effective when utilized strategically. It's true that print isn't dead.
Advertising metrics for print can be difficult to monitor. Unsurprisingly, that's part of why it's lost favor as an approach to marketing. Print advertisements is more effective for companies that are simply reminding you of their existence - similar to the global auto brand.
It's different for online businesses and small companies. The owners of these types of businesses do not have the luxury of millions to invest in brand-building advertising. They also need to be efficient with the budgets they have for their marketing.
How can small-scale businesses similar to knowledge creators make use of print ads? You must find niche publications that align with the ideal target customers. The magazines are smaller but more dedicated crowd.
If, for instance, you offer online classes on surfing, you might want to advertise in a magazine that is specialized like The Surfer's Journal, because readers' interests align with the offerings you provide. There isn't a guarantee that you will find a good audience fit when you put up an ad for your surfing course in a publication that is national like Good Housekeeping.
A different option is to look at regional business publications or magazines. Like, Stroll is a publisher that creates magazines for neighborhoods with high-end residential homes. Their content could not necessarily be in your specific area of interest. But, if you can find a local publication in your local area, you can connect with readers who value small, local companies. And, the advertising costs could be less!
How do you prepare to take out a print ad? First, read some of their content to find out if their brand and audience align with yours. Look for the publication's or magazine's media kit for an idea of their prices and distribution. Some publishers will share their editorial calendar in themes, so that you'll be able to plan your schedule according to the theme. Check out the Biz Journals for an example.
One option in print advertising is to create advertising that is sponsored or "advertorial" that is an advertisement designed to look similar to editorial content. In this way, you are able to create a narrative and showcase your skills, something creators already know is key!
Direct mail
It is possible to think of direct mail as the junk mail you recycle before even bringing it inside the house. The times that used to be the "batch blast" technique, like circulars at the supermarket or food coupons. Marketers who are smart have adopted an innovative approach.
In the Lob's 2022 state of Direct Mail report (which conducted a survey on enterprises' marketers), they asked marketers how they use direct mail to acquire. Here's how it broke out:
- 29% of customers are existing customers
- 27% - New customer acquisition
- 22% of them are advocacy, or referrals
- 21% - dormant customers or win back
The two most relevant buckets are new customer acquisition, then a combination of existing customers and customers who are not active.
Marketers typically target leads with digital ads in the event that someone is on your website but fails to turn into a buyer. With ad blockers and people opting off of social media, leveraging direct mail as a method of retargeting can be a great way to get the attention of those who aren't.
In the case of your current customer base or dormant customers, you've already earned an increase in sales from them in the past. So, direct mail can be a way to remind that they should continue to be a part of your business - especially if you've got a new product to offer.
Investing in direct mail might be a great option for those who create knowledge with the ability to sell a premium product. If you're selling a premium course that has a cost that is $1,000 or higher, there's a good chance that you'll see a significant Return on Investment with a direct mailing campaign.
Contributing your goods to fund-raising
Another innovative offline marketing method is to donate items or services to charitable non-profit organizations. A lot of these charities will then use these donated items and services in order to raise money for their purpose.
If you donate access to your digital product as well as service be able to expose your brand to a new potential customer base, leading to increased brand recognition and possible sales. The public loves to help business owners whose values coincide with their own!
To get started get in touch with organizations which are in alignment with your business or whose supporters could benefit from your offerings or services. For nonprofits the department of Development will be the first be targeting. Find out the existence of any fundraising activities, and contact their staff stating that you'd love to support their next fundraising event by making a digital product donation.
It will also give back to the community, and increase awareness of your company at zero cost!
Host events
Business owners who are online can benefit from this method that is commonly employed by brick-and-mortar businesses - hosting events. While brick-and-mortar businesses often host events to drive traffic to their storefronts, online business owners can use the same strategy in order to create a sense of community.
No matter if the event is open to the public for free or not, it's important to make sure that the price is low so that you can increase the likelihood of seeing a ROI. Join forces with smaller enterprises or with community groups to get the items you require for the event, including a venue, decor as well as equipment rental and food.
To make an event effective for marketing purposes you must narrow in on your niche. For knowledge creators, hosting classes or workshops on a topic in your expertise will help you reach an audience that is interested. Examples:
- Music instructors could provide an introduction to the instrument.
- A parent coach might host a communication workshop to parents and their children.
- The creator of a foreign language course could host a gathering for participants to learn how to speak.
It's also important hustle to help get the word out regarding the event. Here are some steps that you could take
- Create a ghost offer on to capture email addresses from RSVPs.
- Create an event on Facebook event, and add the link to the offer.
- Make sure to share the Facebook event with local groups and industry-related organizations in the industry.
- Post your announcement on Nextdoor to notify people living within your neighborhood.
- Share the event via your social media pages.
- Tell your friends and family to directly invite others that may be interested.
- Your contact list can be segmented by location and email those in the same region.
Business cards
The business card is a traditional marketing method. They are easy and affordable to create and a tangible method of sharing your details to those you get to know. If you are attending an event like the one the one we discussed above, make sure you bring some with you!
What should a digital product seller include on their business card? There is no need to include the number for a phone. Make sure you provide your name, an address that is relevant to your field, website or email address and one or two social media handles with the highest number of followers.
Another possibility is to use an QR code on your business card. The scan of a QR code can lead the potential client directly to your site!
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