You have a product, service, or company that you believe is special and worth paying for. You’ve built a great brand and a following, and now you want to bring that value to life offline. It’s easy to get caught up in the digital world and forget the importance of traditional marketing. After all, isn’t that what social media is for? Isn’t search engine optimization (SEO) all that matters?
While digital marketing is essential, it’s not the only form of marketing that works. In fact, there are multiple ways for your brand to reach its target audience, whether you’re a business-to-business (B2B) company, a brand seeking existing clients, or an individual seeking to influence purchasing decisions.
In 2022, don’t get trapped in the mindset that all marketing is digital. Here are ways to help you market your business offline in 2022.
Do you remember the good old days when radio ads were a staple of most consumers’ weekly routine, and billboards were a mainstay of any community’s street scene?
Times have changed. With fewer people listening to the radio and social media making its presence felt on every conceivable platform, marketers have had to find ways to reach consumers where they are. Here is why more and more businesses are returning to traditional methods of marketing:
- Unwanted ads: Several audience members voiced frustration and negative associations with digital advertising clutter that prevents them from reading an article, watching a video, or browsing a website. HubSpot found that 57% of audiences disliked ads that played before videos.
- Traditional marketing credibility: according to MarketingSherpa’s survey, 82% of respondents trust print advertising, 80% trust television advertising, and 76% trust direct mail advertising to influence purchasing decisions.
- The decline of third-party cookies: Third-party cookies track website visitors to improve the user experience and target consumers more effectively. The death of third-party cookies is imminent as Google phases out the use of third-party cookies in Chrome by late 2023.
An expo, tradeshow, or conference is an excellent place for business owners to meet and exchange marketing ideas face-to-face.
Marketers have new opportunities to engage potential customers because many people are gathered in one place. Expos usually have many booths and opportunities for people to engage with each other. Take advantage of the attention by sponsoring or exhibiting at an expo.
Additionally, you’ll have the chance to engage one-on-one with potential customers and pitch your products to the masses. You can even give out custom car magnets bearing your logo to make your brand more memorable.
These types of events can also generate excitement around your brand. By participating in an event, your brand becomes a part of the conversation, and that’s something you can’t replicate on social media.
Remember the newspaper ads you used to see? Yellow journalism? Although the form itself has changed, the purpose has not. It is common for print marketers to use sensationalism, colorful graphics, and aggressive headlines to capture the attention of potential customers.
While the effectiveness of these methods has declined over time, the need for them hasn’t. When it comes to marketing, sometimes less is more. A single, simple ad in a local newspaper can have more impact than a multi-page spread in a glossy magazine. That’s not to say that glossy magazines are useless, but sometimes less is more. For example, custom car magnets for business can be printed with catchy phrases to make your business stand out.
Have you ever listened to the radio when you’re driving somewhere? You’ll often hear people talking about brands they’ve tried and their opinions on whether or not the brands are any good.
While many people turn off the radio when they hear a commercial, the perfect advertisement can make people engage with the message, and you can bet your bottom dollar that a lot of thought went into every single commercial break. Radio advertising is one of the less expensive forms of advertising. However, the return on investment can be tremendous.
If you watch TV, you know commercials are essential in getting you to purchase a product or service. Since the invention of TV advertising, marketers have been trying to figure out ways to make the most out of this valuable asset. After all, it’s a crowded marketplace regarding consumers’ attention spans.
Consumers are 11 times more likely to search for a product online if they have seen it on TV. 72% of all brand awareness is attributed to TV advertising. There are many options for consumers to avoid ads or limit the number of ads they see. Many mobile phone providers, for example, offer “ad-free” services that don’t include display ads.
In 2022, don’t just rely on digital marketing to reach your audience. Take advantage of all the valuable marketing tools at your disposal, including TV.
Get Ahead of the Competition by Marketing Your Business Offline
A critical component of any marketing strategy is offering consumers a comfortable and familiar place to discover and learn about your business. Not only does this help establish trust and rapport with valuable customers, but it also provides the opportunity to gather crucial marketing and sales data.
Most businesses operate in a hybrid environment — both online and offline — and having a solid presence in both aspects is ideal. The fact is that even the most robust and sophisticated businesses can benefit from getting out into the real world and engaging with potential customers face to face, so they can form a complete picture of the kind of customers they’re attracting and inspiring.