Thanks to the advancement of modern technology, many business owners and entrepreneurs can use the internet as a marketing platform – but in today’s competitive economy, is that enough on its own? While digital platforms like social media allow for instant sharing and increased visibility, there are unique benefits to exploring more traditional marketing techniques.
By limiting the way you reach out to potential leads and customers, you’re also limiting the potential growth of your business. Rather than wait around for customers to find you online, take some initiative and make the first move.
What Does Offline Marketing Look Like?
Offline marketing refers to any type of marketing that is not done through the internet. Some common examples of this include:
- Handing out promotional items
- Printed ads
- Mail coupons
- Giveaways and sweepstakes
- Vendor trade shows
- Cold calls
- TV advertisements
- Door-to-door sales
- Handing out pamphlets
There are many more easy offline marketing strategies that can be incorporated into your business. Here are some reasons why offline marketing is still important in growing and maintaining a successful business.
1. Access to Offline Customers
Although the rise in modern technology has been a smooth transition for most of us, up to 7% of Americans still don’t use the internet. That number may sound small, but that’s still an estimated 23,470,291 people who can only be reached via offline marketing techniques. Businesses that exclusively market through social media are losing potential customers by neglecting to engage with them in the real world, and that creates an opportunity for you to learn from their mistakes.
It’s easier to capture the attention of offline customers in many instances. This is because they aren’t constantly bombarded by advertisements and other online media, which can get overwhelming. Online customers often feel suffocated by corporate ads and paid content, causing your competitors to fall through the cracks when they inevitably scroll past it. When you market to a customer in the real world, you’re creating a unique engagement that will linger in their memory and leave an impact, which can lead to future sales.
2. It Builds a Rapport
There are thousands of apps on the internet through which you can communicate with your potential customers – but none will offer you the same level of connection as taking real-world action. When you reach out to a customer in person, you’re establishing a personal connection with them which builds rapport.
In the digital world, professional communications can come off as inauthentic and stiff. When you engage with a client one-on-one, empathize with them, and prioritize their needs, you’re creating a relationship with them that feels genuine and personal. Customers want to buy from people they trust, and offline marketing allows you to build those connections.
3. Direct & Diligent Feedback
When running a business, feedback from customers plays a critical role in earning future sales. 93% of consumers say that reviews impact their purchasing decisions. Online, customers are given the option to leave reviews for products, but there are some obstacles along the way which make it tedious. For example, many online feedback forums take several days to publish a review, or may not approve one at all. Sometimes customers will decline the chance to leave a review because it’s simply too much work – and they’re right.
Make it easier for your customers to communicate with you directly by creating an in-person opportunity to discuss your product and their thoughts. Not only will customers feel valued when you ask for their opinion, but they’ll also be quicker to respond since there are fewer hoops to jump through.
4. Establishing a Brand
It’s important to establish your brand early when starting a business because it provides you with visibility and distinction from the dozens of other businesses out there competing for your customer’s attention. The online market is oversaturated with countless ads, links, and profiles that are hard-wired to grab the attention of consumers. When you use offline marketing strategies, you’re putting your brand directly in front of the customer, distraction-free.
Most people scroll mindlessly on their phones for hours and struggle to remember half of what they were looking at. When you bring your brand and your product to the real world, you’re separating your brand even further from competitors, which will help your business stand out in the long run.
5. Creates Networking Opportunities
Not only can offline marketing help you connect with clients, but it can also help you identify and explore possible business opportunities. Local events such as festivals, fundraisers, and career fairs are often underpromoted online and instead thrive by word-of-mouth.
Talking to your local community will give you a deeper understanding of your customer’s needs, and can place your brand in their personal conversations. According to Nielsen, “92% of consumers worldwide say they trust earned media, like recommendations from friends and family, above all other forms of advertising”. With offline marketing techniques such as giveaways, endorsements, and vendor trade shows, your brand can be the one that customers recommend to each other.
Don’t Underestimate the Power of Offline Marketing
While the online world is still growing every day, there are so many more ways you can promote your business and reach new clients. It would be a disservice to your brand to neglect those opportunities. Offline marketing offers many unique perks that can make your business truly stand out from the crowd.
A strategy that includes online as well offline marketing in important for a business that wants grow past the competition. Push the limits of what other business owners are doing and show your customers that you’re different. They’ll appreciate it in the long run, and those connections will go a long way. If you’re wondering how to get started with offline marketing, check out our article
20 Easy Offline Marketing Ideas to Any Business Can Use.