5 Simple Yet Effective Offline Marketing Strategies for Small Businesses

By on September 11, 2018

There is no denying that the Internet has brought disruptive change to the world. It has significantly improved the way people are communicating with each other – social media is a prime example of that. The Internet has breathed new life into businesses with online marketing which has immensely benefited them. The rise of e-commerce is testimony to the transformation of business.

However, offline marketing has not died. Technological advancements notwithstanding, there is certainly a place for offline marketing for businesses. There are many people who still don’t engage on the web, thereby making them harder to reach. Therefore, offline marketing and advertising should continue to be as important to businesses as online marketing.

If you haven’t been keeping up your offline marketing efforts with vigor and determination, now is the time to do so.

Here are the most effective offline marketing strategies for your small business:

  1. Leverage The Power Of Media (Print And Electronic)

Offline media typically comprises of newspapers, magazines, radio, and television. These prominent communication channels haven’t lost their sheen yet; rather they are equally important for businesses to promote their brands. Your offline strategy should involve offline media.

So how to do that?

To begin with, you can communicate or associate with certain journalists who are constantly on the lookout for interesting stories. You can also give interviews to these journalists about your unique business journey, describe your brand and what it stands for, and let the people know how your products or services are different from your competitors. People are generally interested in knowing whether a product or service can solve their specific problems. So if you can build a narrative around it, pitch it to the media via the media. This means that generating interest among the listeners and readers is the key, and your media collaboration should be a factor.

  1. Send Direct Mail

Even though the Internet dominates the domain of mail, direct mail is still holding strong. According to a report by Direct Mail Association (DMA), direct mail boasts a 4.4% rate, compared to email’s average response rate of 0.12%. The DMA surprisingly discovered the fact that as compared to emails, direct mail’s response rate varies from 10 to 30 times higher. This is primarily because many unsolicited marketing mails are landing in the inbox, while direct mail is personalized in nature. Consider this, you receive direct mail customized for you that has weight, substance, and dimension. Wouldn’t it give you an intuitive experience? Wouldn’t it get you excited? The feeling that crosses your mind is someone deemed you important enough that he/she wrote you a letter. Turns out it’s not very often that you receive something like this. The result of this is quite in the line of expectations – you sit down and read every word of that letter. This is true from a psychological viewpoint. You send direct mail and the recipient will do the same.

  1. Conduct Offline Engagements

Offline engagements will help you to gain a foothold on various forums, which in turn will give you an edge to reach out to potential customers. Workshops, seminars, and demonstrations are powerful offline engagements. These platforms will give you a way to establish your business as an authority in your industry. Apart from the aforementioned engagements, industry events and trade shows can be invaluable opportunities at your disposal to provide useful content and establish credibility. These offline engagements will help you build brand awareness, while allowing you to network with potential customers. Thus, for these engagement sessions, identify the best topics that address customer pain points.

  1. Coupons, Flyers, And Handouts

Coupons, flyers, and handouts are an effective way of gaining people’s attention. The best part is they can be printed with little or no cost. You can distribute these items from your place of business or from distribution points where prospects congregate. You can use these tools for guerilla marketing. For example, leaving sticky notes at random places could be a good idea. You can also print custom address labels for your brand and advertise these promotions on sidewalks. Small businesses need business cards for offline promotion as well. For example, you can leave a business card, with your tip, at a restaurant. Furthermore, by offering your product or service as the prize for a local contest, you can build visibility for your business.

  1. Join Business Networks

You must understand the importance of offline networking while still maintaining a digital presence. For that, a strategic move is to join clubs, business groups, and associations that attract prominent business leaders. Being part of these business networks gives you opportunities to meet people who can introduce you to potential customers. You can get their permission to use their names when calling potential customers. One of the effective ways of networking is to partner with other businesses and team up with people who are selling contemporary products or services. Networking is also important because personal interaction is easier than online interaction. It may take some practice but once mastered, effective communication becomes radically easier.

Final Thoughts

Effective marketing, as we just mentioned, is not limited to only online strategies – offline marketing is just as important. In fact, effective marketing must encompass thoughtful strategies both on and offline.

About Smith Willas

Smith Willas is a freelance writer, blogger, and digital media journalist. He has a Degree in Supply Chain & Operations Management and Marketing and boasts a wide-ranging background in digital media.
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