Today’s marketing includes inboxes full of email promotions, digital ads on every website, and social media posts promoting products and services. Going digital has completely transformed the way marketing works, and will continue to do so far into the future. In our previous article ‘Top Digital Marketing Strategies to Grow Your Small Business Online’, we talk about the diverse digital marketing methods entrepreneurs can use to boost their small businesses.
But although digital marketing has brought in new tools and techniques for businesses and marketers to play with, traditional marketing is still an integral part of the mix. In fact, these two types of marketing don’t have to necessarily be separated. Below, you’ll find some offline techniques you can use that can boost your online performance.
For many businesses with limited budgets, investing in promotional materials might seem like an unnecessary expense. After all, why spend more on sending out freebies when your advertising dollars can be used on cheaper, more immediate techniques? However, promotional materials are actually incredibly effective as advertising tools.
A study by the Advertising Specialty Institute (ASI) found that people keep promotional products for an average of eight months. This makes it one of the longest-lived advertising techniques available. Simply putting a link to your website or contact details in freebies can keep you at the forefront of customers’ minds, lasting much longer than a digital ad or email promotion.
Direct Mail Retargeting
While digital advertising has always been a convenient solution to getting your brand and product out there, it does have its downsides. With so much competition, it can be tough getting the message home to customers. That’s why many companies rely on retargeting to keep ads in front of consumers even after they leave their websites.
More effective than digital retargeting however is direct mail retargeting. Triadex Services states that by using direct mail retargeting it can actually work up to eight times better than digital methods. Direct mail has more impact on customers, and when the main materials are interesting and personalized, is able to generate response rates as high as 20%.
One of the simplest and most affordable ways to boost your online marketing offline is through networking. Building connections has always been an integral part of doing business. Ramesh Karunanidhi outlines six ways networking can help entrepreneurs. Among these include raising the profile of your business, opening further opportunities for collaboration or sales, and doing basic press outreach.
The latter is especially important, especially for small businesses looking to grow their audience meaningfully. Through networking and referrals, you can slowly but surely forge connections with consumers and other businesses. While networking may not have as wide of a reach as say digital advertising, it does have a bigger and longer-lasting impact. Plus, by establishing yourself as a resource person, you can easily build positive impressions of your brand and encourage customers to look you up online.