Online companies often feel that there is no need to invest in offline marketing campaigns but this can sometimes be a vital error. Here, we explain why.
In the ever growing world of online business it can sometimes be easy to forget that there is an offline world as well. Especially for companies who conduct most of their business online, offline marketing can often be overlooked. The truth is however, that the world works both online and offline these days, and for this reason, businesses should concentrate on spreading their marketing investments across both domains.
The effectiveness of online marketing via social media, Search Engine Optimisation (SEO) and Pay Per Click (PPC) means that these marketing outlets are often used a lot more than the more traditional marketing methods such as print, TV and radio advertising, or mail shots and billboard advertising. Now, we are not saying that business owners should take their focus away from online marketing campaigns, this would not have a positive impact on online company presence. We are simply highlighting the fact that SME’s should not ignore offline marketing, and need to be aware of the benefits of traditional marketing techniques.
So why should online companies still be investing in offline marketing?
It is easy to forget that there are still people who don’t spend hours every day online – especially those from the older generation. There are many potential customers out there who may access the internet briefly to send and receive emails, but do not spend a lot of time surfing the web. They take their indications from the offline world, and may visit a website having seen details about the company, offline.
By investing in your offline marketing, you can reach out to many more people than just through an online campaign – even if your offline work is just directing people to your website.
When people are thinking about parting with their money, a big factor for them is security and the knowledge that they are dealing with a legitimate company. This is the case especially for those who already don`t have much confidence in the internet as a whole. For many people, an offline marketing campaign in addition to your online work reinforces your company`s reputation and proves that you’re not just an internet wisp with no substance.
By showing people that you exist in the ‘real’ world as well as the ‘virtual’ world, you will make potential customers feel a lot more secure in paying for your product or service.
The offline world offers many marketing opportunities that can`t be replicated online. Some events and workshops are good examples of this, and there is nothing like meeting someone face to face. People increasingly want to do business with people, so the personal touch is a very important one. The good thing about the online world is that once that initial contact has been made offline, the follow up can be online – it may be through adding to an email list, engaging via email, or social media. This gives you the opportunity to maintain that contact and engage better with your potential customers.
Offline marketing doesn`t have to be expensive and is definitely something that cannot be overlooked, even by online businesses. The best campaigns are those which integrate both the online and offline worlds creating double the marketing force, reaching out and engaging with more people and making you more legitimate in the eyes of the more sceptical.