Offline Marketing: Why It’s Still So Important For Small Businesses
As everything has started to move online and smartphones have put the Internet in our pockets and allowed us access to it 24/7 you may think that this is the only place you need to be directing your marketing. But you would be wrong!
It is true that in recent years as digital has grown it has taken our attention away from traditional forms of advertising such as print and even TV towards electronic devices, as we spend much more time on tablets and smartphones.
Smartphones have increased at such a rate that global users are expected to surpass 2 billion this year. This rise means marketers can reach us via several means, at any time of the day, wherever we are in the world. There is no doubt that has changed the way products and services are marketed, as it can reach a wider audience, target individuals, deliver timely content quickly and so on.
However, despite the fact offline marketing isn’t what it used to be, it is still very important, especially if you are a small business.
Offline marketing refers to the traditional forms of marketing, those done without the use of the Internet. So, leaflets and flyers, business cards, TV adverts, billboards, word of mouth, a column in a newspaper etc.
For those that have grown up with the Internet and don’t know life without it this may seem outdated. Why would you post leaflets through doors or put an ad in the paper, when you can set up a Facebook and Twitter page for free and send your message out via that?
But, not that long ago online wasn’t an option and therefore offline marketing was extremely powerful – as it was the only way to reach potential customers.
Given how integral the Internet has become to our lives it may be hard to believe now that it is actually a relatively new invention. Whilst offline marketing channels have been around for more than 100 years, the first email was only sent in 1971.
Offline engagement with customers still has a unique and distinct value, particularly if you are starting out with a new business because new companies need to use each and every avenue available to them to get the best possible start.
You may be trying to spend as little money as possible when you are starting out due to lack of funds, but offline marketing isn’t as expensive as you may think. In fact it is becoming more affordable than ever before. Leaflet Printing from Helloprint for example, offers 1000 A6 flyers for just £14.95!
It may be hard to believe, but not everyone is online and therefore offline marketing can reach those people. It can also be used to back up your online marketing so, for example, your leaflets can include your Twitter handle to direct people back there.
Whilst there is a lot of competition online, offline also provides something physical – a leaflet that can be pinned to the fridge or a business card that can be put in a purse.
An offline tactic that is great for new businesses is Guerilla marketing – unconventional marketing strategies that can’t be done online, but are a clever way of small businesses getting their name out there. This could be, for example, leaving your branded pens in various locations – so people pick it up and question who it is.
Offline marketing will continue to remain important for each and every business and to not use it as part of your strategy will only put you at a disadvantage.
Category: Business and Politics
