How to achieve a successful mixture of online and offline marketing


In recent years, digital marketing has become the go-to, default channel for many companies but that doesn’t mean you can afford to ignore the substantial potential offered by offline promotions. 

If your business has any kind of real-world store, warehouse, or office premises you should still bear in mind the opportunities for your offline promotional strategy to complement your online activities. By carrying consistent branding through all your company’s activities – everything from your point-of-sale materials to your letterheads and website – you will increase your firm’s exposure and build a stronger presence in your sector.

The benefits of using offline marketing

Offline branding can amplify and solidify your web-based presence, bringing overall benefits to your entire promotions strategy. When used in harmony together, on and offline marketing present a potent marketing mix. 

Here are just a few ideas for how you could bolster your company offline and open it up to new market opportunities:

Engage in networking as much as possible: While it’s true the world has made a dramatic shift online and a huge percentage of modern-day business is generated over the web these days, there is still no substitute for face-to-face meetings and networking. The web offers a largely detached experience in many ways and it’s impossible to gauge those tiny psychological giveaways in just an email or text message. Giving your company a real-world face for clients to relate to is hugely important so get out there and get talking. Trade events, conferences and specific trade organizations could present vital prospects and allow you to tap into new sectors.

Consider installing signage outside your premises: Having business premises of any kind presents a significant financial outlay for most companies so you might as well put the building to good use and get a return on your investment. Installing eye-catching, original outdoor digital signage can be a great way to attract attention to your business – and has the added benefit of giving free advertising. 

Attend events as an expert speaker: Nothing instills confidence in prospective clients more than if they perceive you as an expert in your field. If you’re invited to attend a trade event as a guest speaker, grab the opportunity with both hands. If you’re just starting out, it’s unlikely you’ll be invited to talk as a speaker until you’ve built a reputation within your particular market so try to increase your reputation by interacting with online trade message boards and discussion forums, offering your advice for free. In fact, engaging in forums is another way for your overall marketing strategy to increase both your on and offline presence.

Engage in so-called warm-calling techniques: Nobody particularly likes unsolicited cold-calling tactics but if a client has already shown an interest in your company (for example through a chat forum, email inquiry, and so on), there’s no harm following them up with a so-called warm call. Warm calling typically involves an informal chat to subtly explore ways your business might be able to work collaboratively with another company to improve their operations. While it might seem slightly counter-intuitive, you should avoid a hard sales approach and instead keep things informal and light. 

Despite the relentless shift of business towards online promotions, there are still considerable opportunities offered by the offline environment if you approach the task right, from all angles. Using a mix of both on and offline marketing will promote your company far better than just concentrating on one channel and could lead to increased prospects and augmented sales.

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