In today’s digital world, online marketing strategies have become the preferred method for establishing a brand presence. Even the idea of adding an offline component to your online content marketing strategy may seem obsolete, especially if all or most of your business is online. But what if we told you that we suggest just doing just that? Yes, offline practices have much more potential to drive traffic to your website than you may think.
Online strategies have the advantage of being cost-effective with more tangible analytics. However, it’s still too early to write off traditional offline practices. After all, there must be a reason why studies show that the majority of purchases are still made in physical shores.
So if we accept that it may be a novel idea to try these so-called ‘primitive’ offline practices, let us examine a couple of ways in which we can incorporate them into our online marketing strategy.
Networking
No matter how tech-based your online strategies are, at the end of the day, they’re still “faceless”. Therefore, it’s a great idea to get out in the real world and meet potential clients. Join relevant organisations where you can find potential clients. Show up at local events. Tell them your brand’s story, inspire and excite them, but always leave them wanting more! Once you establish an emotional connect, people will be inspired to go to your website or blog to get to know you even better.
Take this one step further and encourage prospects to join your mailing list in person! Try telling them about the free eBook they will receive when they signup. Provided that you have created a lead magnet of value, don’t be afraid to tell people about it! Why not print some special business cards that take them straight to the signup page?
For your existing customers, you can organise a small meet and greet event. Encourage them to bring a plus one. After all, they’ll be more inclined to bring somebody who is already interested in what your brand has to offer! Not only will this develop brand loyalty, but it will result in your brand name coming up in more conversations than you may first realise. Never undermine the power of word-of-mouth marketing.
Brand Merchandise
Another brilliant way to make inroads into people’s consciousness is through the distribution of free branded merchandise.
At first glance, this idea may sound like spending money without any clear measurable benefits. But the key is to distribute the merchandise carefully. Start by choosing your distribution locations wisely.
For example, if you are a wedding planner or photographer, you could get in touch with a local salon or wedding apparel store. Leave your merchandise for their clients. We all know how stressful planning a wedding can be. Imagine a prospective bride waiting for her turn at the salon when she sees a stress ball that says, “Don’t stress. We got this!”.
In addition to happily accepting your gift, she might be intrigued enough about your brand to visit your website! Provided it is written on the gift in a legible font! You could also include a QR code to make it even easier!
These are just a few of the many innovative ways to grab someone’s attention. The key is to try and think outside the box.
Remember, there is no absolute formula for this type of offline marketing. Often, combining more than one strategy will lead to the best results. For example, after you exchange pleasantries at a networking event, don’t hesitate to pass on your business card and suggest exchanging articles of recommendation on your respective blogs. Alternatively, if someone is inclined to distribute your merchandise, they might also be willing to keep your flyers on display. There are many algorithms to ‘hack’ when it comes to human interactions as well!
So, next time you’re brainstorming, include these offline practices to grow your email list or blog readership (and eventually, your business!)