While the online world can have an extreme impact on audiences all around the world, digital marketing is not the only way for a business to get results. And aside from the times, some businesses still build a reputable and sustainable workforce, all without using online marketing.
Online is not the only way of spreading awareness of a brand or product, regardless of being one of the simplest ways to do so.
Ultimately, digital marketing might experience a downfall in the future with personal well-being and mental health being talked about more seriously than ever. This recent year saw 29% of people delete social media as they opt for a ‘digital detox’. These two things go hand in hand and businesses need to focus on ways to market their products and services to audiences both online and offline.
These techniques, in the business place, are known as ‘offline marketing’, through the preference of advertising outside of the internet space.
And while offline marketing may not be used as much as it should, it allows the business to be different and builds an array of benefits for their brand name.
What Is Offline Marketing?
Before the internet, traditional marketing formats were used widely by business owners globally. This style of marketing can be done in the form of a billboard, television adverts, leaflets, radio and other styles of print media such as newspapers or magazines.
Offline marketing requires a little more from a company, however. They have to be creative when devising their campaigns which takes hard work.
This is what most audiences will not understand or appreciate this form of marketing. Yet, it can still bring a large number of benefits to a company, which many do not realise.
In fact, it is said that 54% of people are more likely to purchase and item or service, after learning about it through offline, print marketing.
So, in this article, we will be discussing why offline marketing is equally as important as online, and how a business can put this format into action quickly and effectively.
Benefitting Small Sized Businesses
Larger businesses are likely to have a loyal and global following. Because of this, their marketing will have to be flexible enough to reach each and every person. Therefore, the chances of them using offline marketing over online is very slim, and social media will be their first port of call.
However, those that have a slightly smaller or even an independent business will likely benefit greatly from offline marketing. This is because, being on the smaller side, their customers will be locals and those that live around the store or in the service area. Therefore, any marketing produced, whether that is leaflets or posters, will be seen by the target audience, and are more likely to be successful.
It’s important to remember that the local customers may not be on social media, especially if the target audience is of a higher age range, so keep this in mind.
Strengthening Brand Identity
Businesses all over will focus on strengthening their brand identity exclusively through social media marketing, as they believe this is the only and best way to gain a reputable audience.
For those businesses that have the time and the resources, offline marketing will likely be the upper hand when wanting to build an identity for your company.
Some of the most powerful ways to do this are by hosting giveaways independently or partnering with other local businesses, hosting company events with open invitations, or even sponsoring worthy causes. For example, a business specialising in groundscare equipment will benefit from networking with local schools and sports teams in the hopes that they can work together in the future.
These are all perfect ways to show that the business has the same morals as the normal person and to show the audience that they are willing to do anything to aid their target.
Not to mention having the best-configured group of colleagues that are eager and notably happy to take on any task, will allow the brand to appear much more welcoming and one that new clients should choose over any others.
With so much content being posted online every day, it is more than easy for most to get lost within the flurry. Especially to a user that follows a handful of online businesses, there is a chance they may not pass your marketing post, due to the way in which social media timelines organise themselves.
However, this problem is not faced with offline marketing.
In fact, it forces us to look at it, rather than hiding behind the shadows of the Instagram timeline. So, whether its a billboard on the motorway or a leaflet in a waiting room, these physical pieces are likely to get seen more often. In turn, increasing the interest in looking at them in passing, and will increase the memory of the brand.
Increase In Authenticity
Some audiences reveal they find that online marketing content can come across far too planned and engineered, which takes away any personality that could usually be portrayed and work in a business’s favour. And, where there is an entire world of content online, an audience can find it difficult to find a piece that seems authentic while trusting the brand will provide a service that isn’t robotic or scripted.
Because of this, offline marketing portrays a far more personal effect to the audience, as it’s more like a form of communication. For example, say you’re a care company, a few words could be exchanged when distributing healthcare leaflets in order to show those you have a huge skill set and a lot of knowledge on the service you’re offering.
Or, when welcoming those into a business event with cards. All of these attributes add authenticity to the brand and shows that the clients will be treated as real people too, rather than just another number on the internet.
Why Not Use Both Together?
It goes without saying that social media will ultimately become the only way forward in the marketing world, only due to the increase in technology and those using the applications every day.
Yet, offline marketing provides so many natural and personable benefits to a company that are vital in creating a client base that is loyal and trusts the brand. Therefore, it goes without saying that combining the two can create success for the business.
By creating cross-channel campaigns, the size of the audience reached will drastically increase, with some maybe seeing both forms of content from online and off. The content produced for your marketing campaign will benefit most from the use of technology as highly creative designers have years of experience making eye-catching advertisements with the help of their workstations.
In doing this, the amount of generated leads will increase, with more people falling back to your businesses services than any others.
Even so, a piece of content could be analysed on performance by posting it online first, before turning it into print, in order for the business to save money and change any sections needed in order to produce a form of offline marketing that will make an impact.
By utilising both, it will show that the business can form organised and idealistic strategies, that will again make them a more applicable company to work with.
So, now that a handful of the benefits have been addressed, why not try an offline marketing strategy for your next campaign. Do so in order for you to analyse the difference in retention, and see whether this format is a new way forward when producing marketing for your company.