We see marketing all around us. When we shop, need a service, watch tv and so on. Marketing helps businesses grow and be successful.
When people first hear of a person who works in marketing, they immediately get a bad taste in their mouth. Surely, you’ve experienced salespeople who are pushy and don’t take no for an answer. Like when you buy a car, you only planned on looking around but they don’t want you to leave without new keys in your hand. It’s not a pleasant memory.
Have you considered marketing in a way that doesn’t repel potential clients? It’s all in the way you do it, how you present yourself to your audience.
What is Offline Marketing?
Any media channels not connected to the internet are offline marketing strategies. This includes sources like television, radio, billboards, print, and in-person events. Many companies combine offline efforts with online marketing ideas. This results in the full benefits of their marketing budget.
Combining both opportunities in your marketing plan keeps you on people’s minds. You become a competitor. It’s recommended to mix both strategies. This promotes your brand while connecting you to every point of contact. It produces the highest return on investment (ROI). It’s like peanut butter and jam, you have to have both for it to be “tasty”. Using offline and online marketing together gets you results.
How can I market offline?
Consider combining offline and online marketing ideas. This has proven to be the best use of marketing tools. You will see results when you have an effective strategy to put in place in your business. Target your audience by using your brand to appeal to their needs and wants. Present yourself as the solution.
Design your unique business cards.
It sounds so simple but it’s effective. Try designing your business cards to reflect your unique brand and values. This sets you apart from your competitors. There are many cheap ways to order a mass amount of business cards.
Consider what you want with what the cost would be. Do you have something unique in mind? Would like to feel the type of paper of the card before you buy 1,000 cards? It may be best to visit a local designer or print shop. Remember this is showcasing your brand. It best to use the same logo, font style, and colors across the board in your business.
It’s smart to keep everything looking uniform when it comes to branding. This ensures people in the community know straight away that it’s you by your consistency. You are instantly recognizable.
Fast tips to create business cards that pop:
- Use colored cards instead of a standard white background
- Print them on portrait instead of landscape layout.
Create eye-catching pamphlets and flyers.
This is an oldie tactic. Yet, it still gets your information into people’s hands. It’s effective in the right situations. If you are working with a gym, you could print these out for the gym to promote your new fitness class. It gets more eyes on your class offerings.
The key with flyers is to make them easy to read, keep, and save. Try to get intentional with your flyers. Consider a design that stands out from other classes and grabs new student’s attention. Perhaps you are starting a mommy and me ballet fitness class that would appeal to new moms.
Think about who your target audience is and how you can attract their attention.
Make your fliers worth keeping:
- Turn informative infographics into flyers
- Add discounts or a free class somewhere on the pamphlet
- Don’t forget your contact information
Write a book.
This may sound daunting. But everything has gone online which makes many things a breeze to do. I promise this is not as hard as you may think. You likely are passionate about what you do and you have the knowledge to share with others. Writing a book shares your expertise with a larger audience. You show that you are an authoritative business owner.
If you have a blog, you could start by turning those blogs into a book. Do you have experience of becoming an entrepreneur? The struggles you overcame and how you overcame them. Things you know about can seem like unimportant information. That’s because you’ve already learned them. Likely you have information that people don’t know yet and they would love to hear your insight.
If you don’t want to publish a hard copy, you the option to write an ebook. Many self publish on Amazon and Kindle. You could use your ebook as a freebie for an opt-in in exchange for sign-ups to your email list.
Tips for writing what people want to know:
- Write about a topic that is important to your audience
- Include a product ad page somewhere in your book
- Use tidbits from your book on other marketing platforms
It may be time to rebrand.
Your brand should be easily recognizable to who you are and what you value. Every now and then, it can make all the difference when you freshen up your logos, colors, or even your font. Small changes can make you look more relevant and impressive to the people you want to reach.
When rebranding, be sure to have a strong voice and engage with your audience. Your audience wants to feel like they are having a conversation with you. They want to know that you care about their needs. When they feel that connection with you, you know your branding is getting the job done.
Fast tips for effective rebranding:
- Focus on showing your company’s mission and values.
- Test new brand concepts with focus groups and surveys.
- Consider new branding with new products and services.
Everyone loves when they get something cheaper or free. Especially if they have thought about giving you a chance but are unsure if it will pay off in the end. When you offer a discount, people are more likely to sign up or come to a class. This is an easy way to get your name out there and build loyalty with your clients.
Coupons, loyalty programs, discounts, and trial periods. Your clients feel valued while you boost leads and revenue. Incentives get the attention of potential clients who may not have heard about you yet. Offering a free trial period shows how confident you are in what you are doing. You believe in yourself and what you offer.
Fast tips for discounts:
- Pick a specific demographic and give them their own sales week. (new moms, retirees, grandmas)
- Partner with another business to offer discounts that work together. (They get 10% off at a workout clothing store when they show your coupon.)
Remember thoughtful cards and gifts.
Cards or small gifts go a long way to show your appreciation to your clients. This continues the relationship you have built with them. It builds on client loyalty with your brand. A simple card that says “thank you for sticking with us. We are looking forward to another year together” is all they want to hear.
It isn’t necessary to spend a lot of money if you are not able to do that. Take the time to create a well-thought-out and personal greeting. Small gifts also show your appreciation. After all, it’s because of your loyal clients that you are successful. Let them know what they mean to you.
Fast tips for memorable discounts:
- Offer unique discounts on appropriate holidays, on emails, or on social media
- “Happy Anniversary” cards with special discounts on your business anniversary
Find other brands and businesses that you relate to. Others who have similar values as you do. It’s important to find someone that you feel good about working with and promoting.
When you associate yourself with another brand, it should coincide with your beliefs. Think of it as an extension of your personal brand. Co-sponsor live chats on Facebook, Instagram, or live events. This brings awareness to you and your partner business.
Fast tips for building effective partnerships:
- Find businesses that share your values.
- Focus on branding that resonates with your clients.
- Find product or service gaps that a promotional partnership would alleviate.
Create your own events
Creating events is an effective way to engage with potential clients and partnerships. You rally your community by hosting events and encouraging support for each other. Try some virtual events. Virtual saves you money. It still allows you to reach a larger audience that isn’t limited to a specific number of people.
You could combine the two by promoting a public event through a virtual event a week before. This gets the word out. Where you will be when you will be there, and what you will be doing. It gets people excited to see what you are all about. In-person events are ideal for flyers, business cards, and networking.
Fast tips for an exciting event:
- Offer event-exclusive promotions, products, and publications.
- Combine traditional and digital marketing to get the most out of your event.
- Start with a small venue and grow from there.
Attend all business activities in your area. You don’t have to set up a booth to be a part of the event. Just go as an attendee, bring business cards or a free ebook to share. These are amazing places to gain exposure and start new relationships.
Fast tips for developing a strong network:
- Start your own small business network if there isn’t currently one in your area.
- Bring your business cards everywhere!
- Be prepared to tell others a short bit about your business so you aren’t caught off guard.
Offer your advice for free in partnership with a brand you believe in. Podcasts are a unique way to share some of your insights on a wider scale. You also give yourself some airtime to explain what you are all about and how you can do X, Y, and Z for your listeners.
There are a variety of ways to do this. Sharing a free workshop in exchange for an email, radio show, or podcast. Be careful not to have a hard sales pitch. This could squash your opportunity to build relationships and connections. You don’t want to lose them in the end because you are hardcore selling your services. A simple, “come hang out with me on my Instagram @BalletBeFit” will get them focused on you.
Fast tips to being the expert:
- Have a free consultation day that is valuable.
- Add useful tips to your flyers.
- Look for opportunities to share your skills and knowledge.
Showcase your brand.
Design quality clothing that displays your brand. It works as advertising you can wear when you go out. If you have a website or Instagram account, you could even sell it to your loyal customers. Your clients now become brand ambassadors for you.
Fast tips for being more visible:
- Look for who you are in alignment with when sponsoring a business or event.
- Think of your logo wear as an investment in the quality of your brand.
There are many helpful insights to marketing your online business off of the web. Offline tactics work best when combined with online marketing. It’s like a well-balanced meal. It’s important to have some veggies, protein, and a healthy carb to be at optimal health. You need all the “food groups” on your marketing plate.
Did you miss our discussion about online marketing? Check out what you can do to make yourself more visible to a wider audience here.