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Offline Marketing: Why It’s Still Important and How to Use It In 2019

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The average small business invests 1 percent of their yearly profits in advertising. For a business earning $500,000 in revenue each year, that’s $5,000 spent on advertising.

That may seem like a lot. But consider the many different advertising options out there. That money goes fast.

That, along with the popularity of the internet, may be why so many businesses are beginning to overlook offline marketing. Instead, they are investing only in online tactics like SEO, content marketing, and social media ads.

The internet continues to become more integrated into our daily lives. Yet, offline marketing is still essential for businesses of any size and in any industry.

Keep reading to learn why offline marketing is still so important and how you can use it alongside digital strategies to strengthen your brand and increase sales.

Why Offline Marketing Is Still So Important

Online marketing strategies are certainly important. But offline continues to perform for local and national businesses for a reason: clients still need it.

Maybe these clients don’t use the internet. Or they need something more concrete to hold onto. Either way, they look for offline marketing pieces as a way to connect with businesses.

Here are a few of the reasons why you should still be using offline marketing as a part of your marketing plan.

You Still Meet Clients Face-to-Face

The internet has made it possible to connect with people around the world and around the clock. But for most industries, that doesn’t eliminate face-to-face meetings with clients and customers.

Meeting face-to-face is a chance to connect with clients on a more intimate level. If you do it right, you’ll leave a lasting impression. This is essential to building a lasting relationship with that customer.

The chance of selling to an existing customer falling somewhere between 60 and 70 percent. In comparison, the chance of selling to a new customer is 5 to 20 percent. When viewed in this way, those old, loyal clients are important.

You could send those clients an email after your meeting. But the delay between the meeting and when they read this email could be extensive.

This gives clients time to change their mind, forget about you, or even find a new company. It also requires your client to be at a computer often, which may not be the case.

Offline marketing is a great alternative in this situation. While business cards may seem old-school, they are as important now as they ever were.

They give customers something they can hold onto and remember you by. They can place it wherever they choose, and every time they see it, they’ll think of you and your services.

Read more about the many reasons why business cards are still so important here.

You’ll Target the Rest of Your Clients

Mobile devices that connect to the web are more prevalent and cheaper ever before. Yet, 11 percent of Americans still aren’t using the web.

Some of these non-internet users are older and never learned to use the web. Others have no interest in using it.

Still more blame the high costs of WIFI, laptops, smartphones, and tablets. It’s cheaper to stay disconnected.

If you’ve given up offline advertising completely, you’ll be missing out on these clients. Depending on the nature of your product or services, this could be a big loss.

Even if it isn’t a big loss, targeting these customers can only increase your potential pool.

You’ll Strengthen Your Local Following

With the onslaught of online businesses in recent years, it can be easy to get lost on the web.

If you’re new to a popular niche, it can be almost impossible to grow a following on the web alone. Consider just how many online clothing boutiques exist. Trying to market your new brick-and-mortar boutique alongside multi-billion dollar online stores will feel impossible.

That’s where offline marketing comes in. Use it to target local customers as you begin to build brand awareness. You won’t have to worry about getting lost in the competition because local competition will be far less prevalent that web competition.

Flyers, mailers, and billboards are still incredibly important to market yourself locally. These tactics have yet to surpass even the best online local marketing strategies for increasing traffic to brick-and-mortar locations.

You’ll Get a High ROI

Many offline marketing strategies still offer a very high ROI (return on investment) compared to online tactics. This is due to a combination of lower costs for print media and their success. Many online marketing tactics are more expensive, harder to track, and even more difficult to target customers with.

For instance, direct mailers are offline marketing techniques sometimes overlooked by new businesses. Yet, they continue to have an incredibly high ROI.

A successful direct mailing campaign can provide a 1,300 percent return on your investment. That’s $1,300 in sales for every $1 that you spend on printed direct mailers.

How to Use Offline Marketing

While the same offline marketing strategies that have been in use for decades remain popular today, they have changed quite a bit in that time.

New ways of implementing offline strategies allow you to integrate them with online strategies, keep them relevant, and increase your ROI.

Blend Digital with Offline Media

Your offline marketing strategy doesn’t have to exist entirely on its own.

One great way to upgrade traditional offline marketing tactics is by blending them with modern approaches. This allows you to create a seamless marketing plan. Do it right, and it will go from the internet to the real world and back, keeping clients connected to your brand at all times.

For instance, if you are a retailer selling products direct to customers, you likely list products on your website. You may even have a mobile app that allows your customers to shop while they are on the go.

If you also have a brick-and-mortar retail location, you can integrate QR code scanners. Simply add them to your printed in-store signage. Customers can scan them to see other products related to the ones they’re shopping for that may not be in store.

You can also integrate codes into catalogs or other mailers your business sends out. These are great for letting local customers who already love you know that they can also shop online.

Update Your Online Strategies to Keep Up with Offline Ones

Offline marketing tactics that blend seamlessly with online ones are great. Some offline strategies stand alone, like billboards or other signage. But you’ll still need to update your online strategies to keep them relevant.

For example, you need to make sure that your business’ address and contact info are correct online. This includes listings on Google, Yahoo Business, and similar platforms.

If a customer sees your billboard and Googles your business, they’ll get the address. They’ll be able to visit your store right away.

This also shortens the amount of content that goes on your offline marketing pieces. You won’t need to stuff your signs with your address or phone number. This leaves more room for other important information or eye-catching images.

You’ll also want to put effort into improving your local SEO strategies. In conjunction with signs and mailers, this is great for reinforcing your brand. It also helps you to stay connected with your clients both online and off.

Nail the Details

Larger offline strategies, like billboards, are well-known. But it’s the smaller details that set the best businesses apart.

From custom stationery to holiday cards sent to loyal customers, these smaller offline strategies won’t necessarily win you new customers. But they will help improve your relationship with existing ones and help you continue to build a winning reputation.

When choosing which smaller print marketing tactics to utilize, you’ll want to consider your audience.

Younger clients may move often, making mailers tough to use. But all age groups love to save money, making print coupons or deals a winner with any demographic.

Other old-school offline tactics, like newspaper ads, radio advertisements, and television commercials all remain popular with certain demographics as well.

Some offline marketing strategies will cost you just about nothing but can leave a big impression. You and your employees’ body language can have an effect on sales, as can your knowledge of your products, and your friendliness to customers.

Putting Online and Offline Marketing Strategies to Work

You want to do everything you can to make sure that your business gets noticed. That’s why you need to be investing in both online and offline marketing strategies.

Designing a billboard or business cards might not be too complicated. But if you don’t have experience with digital marketing, your online strategies will take more work.

Whether you need help setting up your website, implementing SEO, or need help branding yourself on social media, I can help.

Check out my services today to see how I can help your business grow on the web.

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Billboard Marketing vs. Digital Marketing in 2019

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More than 71 percent of customers look at billboard advertisements. That alone might be enough to sell you on a new billboard campaign, but digital marketing is no slouch when it comes to generating leads either. This begs the question: how does billboard marketing measure up against digital marketing?

Here’s a breakdown of both advertising methods: their pros, cons, and what you should take from each.

What Is Billboard Marketing?

Billboard marketing is exactly what it says on the tin: marketing using billboards. The style of billboard has gone through a few changes, with the digital billboard leading the pack in modern times, but the principles are the same. Someone must pass by a billboard in order to see your advert.

Pro: It Targets Local Audiences

If you’re looking to give your brand local flair, then a billboard isn’t a bad choice. It’s hyper-local, so only customers in your area will see it. This is also a great way to associate your brand with a particular location.

Pro: Increases Brand Awareness

It’s not enough to have your brand seen just once; to cultivate proper awareness, an audience must be exposed to a message multiple times.

In marketing, this repetition is called “effective frequency.” It’s the driving principle behind many campaign slogans, and for good reason: it works.

Marketers like to debate the numbers behind effective frequency, but no matter how many times it might take for a message to reach your audience, there’s little doubt that billboards are an effective way to do it.

Con: It Isn’t Measurable

You can make a guess at how many people saw your billboard, but that’s all it would be: a guess. Compare that to digital marketing efforts that provide detailed analytics breakdowns of who saw your ad and what actions they took after doing so.

What about Digital Marketing?

Digital marketing is the practice of advertising goods or services to audiences online. It can take the form of social media campaigns, banner ads, or pay-per-click advertising.

Pro: You’re Able to Better Target Your Campaigns

A billboard is the very definition of a broad marketing strategy. You’re targeting anyone who drives by in the hopes that some of them might be your intended demographic.

Digital marketing, on the other hand, allows you to carefully target your campaigns. You can target age brackets, seller behaviors, or even individual accounts – read more about ABM marketing here.

Pro: More Effective Use of Inbound Marketing Strategies

Billboards are the quintessential outbound marketing strategy, and that’s not a good thing. Inbound marketing techniques not only see higher lead generation rates, but they’re also cheaper.

Plus, inbound marketing costs 62 percent less per lead than outbound techniques.

Con: People Tend to Ignore Online Advertising

As a species, we’re very good at tuning out non-essential details. Unfortunately for your business, that can include ignoring your slick new online campaign.

Four out of five American consumers ignore online ads. This doesn’t mean they’re not worth investing in — you just have to try harder to grab attention.

Billboard Marketing vs. Digital Marketing

At the end of the day, every marketing strategy has its pros and cons. If you want to cultivate local brand awareness, then a billboard marketing campaign will work well. If, however, you’re looking to harness the power of inbound marketing, you can’t go past digital.

Looking to grow your engagement on Instagram? Here are nine ways to do just that.

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Quick Tips to Find eCommerce Marketing Success with Instagram

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When it comes to online retail, the competition is very stiff on a global scale. With so many people now going online to make purchases, the number of etail businesses has rocketed over the years. For those who plan to set up a retail business online through platforms such as Shopify, it is important to work out how to make your business stand out and increase exposure.

As a small online retailer, the chances are you don’t have a lot of money to splash out on marketing. The good news is that in today’s digital era, you don’t need a huge amount of money to market your online retail venture and help gain exposure. In fact, you can do is very simply and conveniently through sites such as Instagram and other social media platforms.

What Are the Key Benefits for Businesses?

So, what are the key benefits of marketing your online retail business through Instagram and other social media sites? Well, one of the key benefits you can look forward to is the cost-efficiency of this solution, as you won’t have to spend a fortune to reach out to audiences far and wide. In fact, you can market your business and reach out to audiences with far greater ease when you use social media, and you can do it completely free.

With the addition of ecommerce features and advertising options comes to Instagram, this is only going to expand the growth opportunities even further. If you think Facebook was great for demographic targeting and for ecommerce sales, just want until you see what Instagram has lined up. You can read more on this here.

Another major benefit you can look forward to is saving a huge amount of time and resources. This is particularly beneficial for small and start-up businesses, as they often don’t have the resources and time needed to get involved in complex marketing campaigns. With social media platforms like Instagram, you won’t need to worry about this, as you can market your business with speed and ease.

It is also important to consider the reach that social media offers compared to other forms of advertising and marketing. When you use social media platforms, you can reach out far and wide to a global audience with your message. This means that you can engage your target audience and break into new marketing in other destinations simply by promoting your retail business, products, and services online.

Customer engagement can be very difficult these days, but it is also vital if you want to benefit from business success. By using social media, you can engage your audience with far greater ease. This means you can help to build confidence in your business and brand, which will help to further boost the success of your business.

A Simple Solution for Success

Anyone that runs a Shopify business will be keen to spread the word and let people know about special deals, offers, promotions, and new lines. In addition, they will be eager to build a solid reputation for their brand and business. Well, this provides a simple and effective solution that can help to seal the success of your Shopify business. With digital technology at your fingertips and with so many people spending time online, marketing your business is simpler than ever.

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Smart Ways to Generate More Leads for Your Online Business in 2019

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“Ways to get more leads” is something crucial that don’t disappear from to-do list of successful business owners because lead generating is one of the foundational elements of developing and growing a business. Revenues of online businesses are usually determined by the number of leads generated. That is the reason; any business or company must be able to generate more leads in order to earn more and to combat the increasing competition in the market.

In this article, we have gathered proven eCommerce lead generation tips that can turn your business website into a lead generation machine.

Create Better Landing Pages

As landing page is a web page where visitors land after clicking on the link found via Google search, an advertisement or from a link added to social media post, it must be appealing and creatively developed in order to turn visitors into leads. High converting landing pages combine the overall layout of the page and compelling copy in a way that builds trust and value in the visitor’s mind.

If you aren’t familiar with the concept of landing pages, you need to be. In short, they are a page that is created with a specific end goal in mind.

To see a live example of this, we can take a look at the two samples below.

Bad Landing Page Example:

Below you will see an ad copy for a company that is looking for new clients… but their advertisement has way too much text and is all over the place. The phone number is very visible, but there is simply way too much content overload here, and the conversions are probably horrible.

Better Landing Page Example:

A much better way to approach the same promotional offer and company, is to build a super clean landing page with a direct call to action. Notice the same image of the kid and day is being used — while also giving a nice testimonial. Also, there is one clear call to action, which is to either call today or click on the button to contact them today.

Source: https://landingi.com/blog/create-landing-pages-that-convert

Email Marketing

Email marketing is one of the best ways to get more leads to an online business. For this purpose, you will need to build an active list by collecting website visitors’ contact details (Email IDs). Once you have successfully made the list, start an email marketing campaign and invite them to visit your landing pages or physical outlet to gather more details about a specific product or service. Providing them with discount coupons via email could be a great tactic to persuade them for purchases.

When creating any type of email campaign, you will need to spend a lot of time on the title and call to actions you have in place. This resource from SendGrid is really great for breaking down how a single title can include urgency, commitment, and personalization all within one line.

Blog with High-value Content

Making a blog for your business website will not only help you boost content marketing efforts but will also make your business appear in top SERPs. Update your business blog with high value and problem-solving content turn your readers into leads. Instead of writing lengthy blog posts, you should use different content forms on your blog such as eBooks, infographics, how-to guides and short videos etc. You can also provide your readers with some free stuff to ask them for their contact details in return that later can be used in different digital marketing techniques like email marketing.

Most bloggers fail to find success with their sites and content, because they are focusing too much on just putting new content out there. Instead, they should be focusing on creating call to actions and using lead generation throughout their site — in relation to their content. Such methods can be done through newsletter signups, one-click upsells, social shares, and using popups throughout your site (depending on when and where your visitors click). You can see a bunch of working examples on how to do this, here.

Turn Social Followers Into Leads

People follow you on different social media platforms because they are interested in something you provide and it could be useful. That’s why it is pretty easy to convert your social media followers into leads. You can add a link of your landing page into your social media bio or run advertisement campaigns such as Facebook ads in order to let them know what you offer and what they must to do to use the offer. The best thing about social media marketing is that you can show your advertisement to the target audience in order to get more leads. You can also choose the audience based on their interests and search history.

Every business and website will have a different need for social media followers, but the end goal is to try and convert those users into revenue and new sales. Zappos is a great example of a company that focused heavily on social media and customer support — thus growing them into the trusted and loved brand they are today.

Optimize Your Site for Mobile

When it comes to generating more leads for online business or brand, optimization of the business website for mobile should be one of the major concerns as more and more people are using mobile devices for web surfing these days. People love to use their mobiles when they are in search of desired products, services or information and a highly mobile optimized website can get more views and leads too. It is an indication that people are thinking about buying stuff when browsing social media and search engines on their smartphones or tablets.

Making sure your site is mobile responsive is very easy — especially if you are using WordPress. If you are selling products, then you might want to customize the process and make sure your content is viewing properly across all mobile devices. WebDesignTeam recommends looking at the following aspects of your site when prepping for mobile traffic and sales.

  1. Planning– One thing to always keep in mind is to plan before producing your work. A good web design firm knows and understands this. You have to sketch out the results that you wish to achieve and prepare a way to success so that you will know when you are on the right track.
  2. Engineering software– Using engineering software, a web design firm knows how to utilize the best aspects of technology to create the perfect site. So the key to achieving this is to focus on getting the best design firm.
  3. Responsive Design– Responsive design can be achieved through a variety of techniques that will help you achieve your goals through your website.
  4. Focus on Navigation– Navigation is important within your design because it makes your site more usable and accessible, no matter what type of device users come in on.

Personalized and Appealing CTAs

One of the vital elements of every digital marketing campaign is the call to action (CTA). It is a tool used to direct potential customers to take the very next step. A personalized and appealing call to action successfully grabs the attention of the visitor and makes the action taking process clear. There must be a great combo of the overall design of the CTA and wording to convince visitors to take an action you want them to take. A/B testing can also help you find out the best performing CTAs for your different landing pages.

If you really want to put some time, effort, and automation/technology into the mix, you should consider creating a few customized ad campaigns through your Facebook Ads and using your mailing list. You can learn more about this method and more at aaronzakowski.com.

How to Get the Most Out of Your Online Marketing Efforts

As you can see, there are some pretty effective and useful ways to start advertising your brand online across different mediums and methods. Depending on the methods you are using, you will find that each of them may convert better/worse than expected.

The most important thing is that you start implementing these methods as soon as possible.

For more winning marketing methods, be sure to check out one of our top email marketing tips posts.

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