In the world of business, there is a lot of focus on coming up with the best possible marketing campaign, in order to promote your brand and products/services. It’s pretty much an annual thing based on trends – finding the right combination of techniques and approaches that are going to draw new customers and retain the old ones.
The fact is that a lot of this happens in the digital world. Some companies even think that this is the only way that it should be and that offline marketing is dead and gone. However, they couldn’t be further away from the truth. Offline marketing still has the kind of tangibility that businesses cannot ignore, and which is even preferred but a large number of customers.
So, the conclusion is that the best marketing strategy always consists of both worlds – offline and online. Even if your efforts are mostly dedicated to digital methods, offline tactics can have a significant impact on them, and generally, bring you much better results.
For starters, it is important to understand that a proper combination of offline and online marketing tactics significantly expands your reach. It can very often be the perfect way to stand out among the competition. You will especially have an edge over the aforementioned businesses that put all of their efforts into the digital aspects of the campaign.
Basically, once you have created a strong brand identity, you can consistently present it via both channels. The way you engage with your audience via your website and social media channels should be pretty much the same as the approach that you apply to your posters, flyers, brochures, and, of course, how you and your staff act during public events.
Offline marketing enables you to have much more tangible and direct communication with your audience. You can get face-to-face with them, and exchange that meaningful handshake that always leaves an impression. After all, people love putting a face to a name, and appreciate when they are treated kindly and with interest by a representative of a business that they like and trust.
Feedback is significantly improved in the offline world, even though some people may not think so. Online, it becomes a lot more formal and you don’t get to read facial expressions, body language, and so on. Offline, you can have a personal conversation with someone, be more aware of which buttons you need to push, and give them the kind of feedback that they will surely appreciate.
Basically, this approach makes people feel a lot more comfortable when approaching you. Offline networking and providing feedback is actually a lot more dynamic, which quite often gives it an edge over online discussions, no matter how good you are having them. In the end, this is the fastest way to create relationships with people and build brand loyalty that you need so much.
The aforementioned tangibility is very important, especially when it comes to visual and promotional assets. While your website and social media channel design matters and is surely crucial as a part of the whole impression about you, tangible “real world” assets can improve your efforts immensely. After all, people are visual beings, and they don’t spend entire days within the confines of four walls.
When they step outside for a walk or a drive, this is where you can catch their attention in a very spontaneous manner. Come up with top-notch posters, banners, billboards, and so on. This way, every person that passes by will notice your creative visual asset and become interested in finding out what you are all about. You can place your product or service up front, or, quite the opposite, come up with a mysterious phrase that will intrigue people and make them curious enough to find out what lies behind it.
Visual assets and promotional items make a great combination with events. When you organize an event, you have the opportunity to market yourself in every creative way that comes to mind. You can share branded items for free, such as pens, notepads, shirts, hats and so on. This way, you will turn your customers into brand ambassadors. You can also share your business cards and flyers, which will then pass from hand to hand. As for visual assets, you can place custom event banners, so that everyone is reminded who is behind the extremely engaging event that they are attending. After all of that, in the comfort of their homes, they are going to look you up online, and your digital effort will take their turn.
Effective tracking and measuring results
In the digital world, you have Google Analytics that make it simple for you to track, measure, and then improve all your digital marketing efforts. However, you can use the web to also measure your offline campaigns. You can do this via A-B testing. It will enable you to track all your special offers, promo headlines, and any other messages that you exchange with your audience. Use URLs (Unique Tracking Links) as a way to learn how many people are reacting to your offline marketing approaches.
The fact is that online and offline marketing efforts go hand in hand. It’s not that offline tactics have grown old – in fact, they have become even more important than before, as they can significantly amplify what you do in the digital world due to some of their advantages. So, if you want to come up with a strong marketing strategy, use the best of both worlds.