Offline marketing strategies worth trying for small businesses
Life is tough for many small businesses right now. With a record 250,000 facing closure this year without additional support during the pandemic, effective marketing will prove more important than ever.
But what mix of channels can engage the largest audience? While many are focusing their efforts online, offline marketing can be cheaper, less competitive and more creative. Some offline tactics can bolster digital performance too, and vice versa.
Below we explore the offline marketing strategies that can pay off for small businesses as part of a more holistic approach.
Business cards, posters and leaflets
Printed marketing materials offer proven ways to get your brand out there and in front of people.
Business cards can be handed out to potential clients when networking to keep you front of mind, as well as prompting follow-ups. Posters might promote new events and attract passers-by, while leaflets allow people to learn about a product or service in an easy takeaway format.
Tried and tested tactics like these can all point people towards your digital channels too, be it through web or email addresses, social media handles or discount codes.
Sponsoring events, initiatives or even individuals can be a great means of boosting brand visibility and getting involved in different communities.
Sponsors get their money’s worth in a number of ways, from having logos featured to setting up stalls and securing speaking opportunities. And by sponsoring events or groups that align with your proposition and brand purpose, it’s easy to get in front of attendees that could like you too.
Direct mail is one of the oldest marketing tricks in the book – and its effectiveness is why it’s still around today. It involves mailing out letters, leaflets and coupons direct to people’s homes, be it in your local area or nationally. Targeted mailing lists are also available if you want to focus on a certain demographic.
Open rates for direct mails are often higher than emails – and dropping something creative inside could help you stick in the mind longer too.
The current global health crisis may have temporarily put a stop to events as we know them, but they remain an engaging and personable way of introducing people to your business once safe to do so.
There’s plenty of ways to get creative with events, from showcasing new ideas to hosting workshops and inviting other local businesses to get involved. Once you have a reason for people to drop by, promoting your event both online and offline will help to draw the biggest crowd possible.
Do you deploy any offline marketing tactics as a small business owner? Try one or several of those described above and see if they can drive success.