By: Michael Deane
We tend to forget that the success of online stores doesn’t depend only on online marketing methods. Of course, the modern business world is almost entirely digitalised and customers are increasingly purchasing products online, however, we cannot ignore the influence offline marketing has on online businesses.
By neglecting its strength, you could deprive your business of a valuable asset that can completely revolutionise it and deliver you the results you’ve been expecting for a while.
As the majority of online stores are still not using these offline methods, you have the opportunity to make them your competitive advantage. In this article, we bring your ideas on how to focus more on your offline tactics to help your online marketing shine the best way possible—but first, let’s see why offline marketing needs to be a part of your marketing strategy.
The Power of Offline Marketing in the Online World
If your online marketing strategy is not bringing you the success you want, maybe it’s time to consider complementing it with some of the robust offline marketing tactics. After all, the stories you are telling online always lead to an offline product or service, so how can you exclude such a vital part of this cycle? Offline and online marketing are not two competitive realms. Instead, you should think of them as two sides of the same coin.
The relationship between these two sides is what will have an impact on your overall online business success. Boosting your online efforts with offline marketing tactics will deliver enhanced quality to the customer experience by making it more holistic and vivid.
To provide your customers, both offline and online, with an immersive customer journey, try implementing some of our suggested tips below.
Attending Trade Shows
Trade shows are an excellent opportunity to showcase your products to your target audience. Having your own booth at an event where your prospects will be is money well invested. Not only will you increase your brand awareness on the market, but you will also be able to sell your products on the spot, connect with potential partners, educate visitors about your business, and so much more. If you’re already spending money on online ads, think of trade shows as an extension of your advertisement strategy. After all, they truly have an enormous potential to convert visitors into customers and establish long-term, meaningful relationships with them.
Making Branded Merchandise
You’ve probably heard about the well-known ‘Rule of 7’, which states that a prospect needs to come across your business at least seven times before they become interested in what you have to offer. As much as your online efforts are putting you on the spot all over the digital platforms, reaching that number is not that easy. That’s why an offline tactic such as making branded merchandise can be quite helpful when it comes to getting your brand name out there. Seeing your company’s name on a pen, notebook, mug, umbrella or any other product people use on a daily basis will do wonders for your advertisement strategy. It might be one of the oldest offline marketing tricks in the book, but there is a reason why it has survived all the changes in the business world, including the digital revolution.
Organising Educational Workshops
Today’s online customers want to be more educated and informed, and offline marketing can provide this to them easily. Your customers want to know everything about your business, so naturally, their purchasing decisions are based on all the information they have gathered about your company and your products. So, why not be the one that will provide them with that information? Start organising education workshops on topics that have value for your prospects and demonstrate why your products are the right solution to their challenges. Connecting with your target audience on a personal level is more important than ever before, and this offline marketing tactic will bring you closer and help you build beneficial customer relationships.
Sponsoring a Community Event
You can’t expect to have a long-term successful business if you’re not a part of the community. The same way customers need information about your business, they also need to see what values are important to you. The best way to show your target audience what you stand for is by sponsoring a community event that matters to them. It can be anything, from sponsoring a local marathon or a weekend barbecue at a city park to building playgrounds for children and equipping school libraries with books. The only thing that is vital is that it matters to you and your community. If you become an active member of your community, you will earn the trust of your potential customers and strengthen the relationship with your existing ones.
Discussing which of these two marketing worlds will bring you benefits is completely useless. Focusing only on online marketing methods will prevent you from achieving greater success for your business and connecting with your target audience on a deeper level. Instead, combine these two realms to provide your customers with impeccable customer experience and enjoy all the countless benefits you will get in return.
About the author
Michael Deane is the Editor of Qeedle, a small business magazine, and has been working as a marketing executive for nearly a decade. He manages teams with great success, aiming to facilitate better conversion rates and return on investment for his clients.