The Thousand Solutions Blog

6 Strategies for offline marketing to the business online

Jul 23, 2022

Offline marketing strategies may seem old school in the digital time. In reality what is the most frequent time you take down your business phone number using an auto decal or a magnet? In the age of smartphones It's funny to picture a creator of knowledge or any online business owner taking out a newspaper ad for their course. In reality, it's not the case for everyone to be connected to the Internet.

The reasons why online businesses should utilize offline ads

When it launched iOS 15 in the fall of 2021, Apple included a new feature known as Mail Privacy Protection. The feature allows consumers to hide their activity when opening emails by hiding their IP address, and then loading content on the internet. Marketing professionals, this means that you're no longer able to get a better view about the performance of your email marketing campaigns because you can't track those that use this option.

Even if the Meta modifications or Apple changes do not affect your unique business, it represents the beginning of a new trend. The platforms are making new adjustments that can make it harder for businesses to communicate with the intended audience.

6 offline marketing strategies

If you've made the decision to try offline marketing, it's time to research and hone in to your own specific strategy. We've compiled these six different tactics and how experts and business owners can make the most of each.

Trade fairs

The trade shows date back to a time when meeting in person was essential to learning about industry updates. These are essential for businesses where people want to see the latest trends and newest products, or in industries where experts must be on the cutting edge of continuing learning.

For knowledge creators, you could opt to not host a trade show booth. Instead, you should look into speakers on panels that are educational. By presenting at a trade show and presenting yourself as an expert in your field, bringing awareness to your business and possibly increasing the number of people who follow you. Trade shows can be an excellent networking platform, whether in the exposition area or even at the show's sponsored Happy Hours!
 

The most important thing is to communicate to the organizers of the event and pitch your presentation. Certain trade shows have enquiry forms directly on their website which you can fill out with your topic.

Print media is where advertising first began, but though it's historic, it's still plenty effective when utilized strategically. That's right - print is not dead.
 
 The metrics of print advertising are nearly impossible to track. Unsurprisingly, that's part of why it's been discarded as a marketing method. The broad approach of print advertisements is more effective for companies who are just reminding you of their existence - similar to a global automobile brand.
 

It's different for online businesses as well as small-sized business. Business owners who are in this category aren't able to afford millions to spend on brand-building advertisements. They also need to be efficient with their marketing budgets.

How can small-scale businesses as well as knowledge creators leverage print advertising? You must find magazines that cater to the ideal target customers. The magazines are smaller but more dedicated crowd.

If, for instance, you offer online classes on surfing, you may want to promote your course in a magazine that is specialized like The Surfer's Journal as readers' interests align with what you have to offer. It's unlikely to be able to find an audience that is suitable if you took out advertisements for your surfing program in a publication that is national like Good Housekeeping.

Another alternative is to search at regional business publications or magazines. For instance, Stroll is a publisher that creates magazines for neighborhoods with high-end residential homes. The content of these publications could not necessarily be in your niche. However, if you are able to locate a local magazine in your local area it is possible to get to know readers who are interested in the support of local, small-scale businesses. Also, advertising costs could be less!

What do you need to know before you put out an ad in print? First, read some of the content of the magazine to determine whether their audience and brand are similar to yours. Check the publication's or magazine's media kit for an idea of its cost and distribution. Certain publishers share their editorial calendar with special issues, so you can plan according to the theme. Look over The Biz Journals as an example:

A specific approach to printing advertising is to design advertising that is sponsored or "advertorial" which is an advertisement made to look similar to editorial content. This way you can tell a story and demonstrate your knowledge, which makers already have!

Direct post

It is possible to think of direct post as garbage you can recycle prior to taking it into your house. However, long gone are the days of using the "batch blast" technique, like grocery store circular or fast food coupons. Marketers who are smart have adopted an innovative approach.

In Lob's 2022 State of Direct Mail report (which conducted a survey on marketing professionals from enterprises), they inquired about how marketers use direct mail to acquire. This is how they broke it down:

  • 29% of customers are existing customers
  • 27% of new customers acquisition
  • 22% are advocates or referrals
  • 21% - customer who is not using their credit card or lose it.

The two most relevant buckets will be new customer acquisition, then a combination of existing customers as well as dormant customers.

Marketers typically target prospects with ads on the internet in the event that someone is on your website but doesn't convert. With the advent of ad blockers as well as people who opt out of social media, leveraging direct mail as another retargeting tool can help recapture the attention of those who aren't.

If you have a loyal customers or those who are not in use have already achieved a conversion from their previous customers. Direct mail could be a way to remind them to continue to support your business - especially if you have a new knowledge product to offer.

The direct mail option could be a great option for those who create knowledge with a high-ticket offer. If you're selling a premium course that has a cost at least $1,000, there's a good chance that you'll see a significant ROI with a direct mail campaign.

Contributing your goods to fund-raising

Another creative offline marketing strategy is to donate products or services to charities or nonprofit organisations. Many of these organizations are then able to use the donated goods and services in order to raise money for their purpose.

By donating access to your digital products and service you'll be able to expose your brand to a new audience, which could lead to increased awareness of your brand and possible sales. The public loves to help business owners whose values coincide with their values!

In order to begin, reach out to organizations which are in alignment with your business or who's supporters can benefit by your services or products. If you're in the world of nonprofits the department of Development is the one you should target. Check to see the existence of any fundraising activities, and write an email to the team, stating that you'd love to support their next fundraiser with an online product donation.

In addition, you'll give back to the community as well as increase the visibility of your business - with absolutely no cost to you!

Event hosting

Online business owners can leverage the same strategy used by brick-and-mortar businesses - hosting events. When brick-and-mortar companies typically hold events that drive customers to their stores but online businesses can use the same strategy in order to create a sense of community.

Whatever the occasion is open to the public for free or not, you'll need to ensure that your event is affordable in order to increase the chance of a positive profit. Partner with other small companies or local organizations to secure what you need to organize the event: an event venue, décor, equipment rentals, as well as refreshments.

To make an event effective as a marketing strategy, it's important to hone to your specific area. For knowledge creators, hosting classes or workshops on the subject you are knowledgeable about will help you reach an interested audience. For example:

  • Music instructors could provide the basics of the instrument.
  • A parent coach might host workshops on communication for parents and children.
  • A foreign language course creator could host a gathering for people to practice speaking.

You'll also need to work hard to make sure that people know on the occasion. Below are some actions you can take:

  • Make a fake offer to collect email addresses on RSVPs.
  • Create an event on Facebook event and include the link to the offer.
  • Spread the Facebook event with the local industry and in relevant group in your industry.
  • Post details of the event on Nextdoor to notify people living within your neighborhood.
  • Share the event via your social media pages.
  • Tell your friends and family to directly invite others that might be interested.
  • Your contact list can be segmented by location and email those in the same region.

Business cards for business

They are an old-fashioned advertising method. They are easy and affordable to create and a tangible method of sharing your details with someone that you meet. If you go to one of the trade shows we mentioned above, be sure to bring these along!

What should a digital product seller put on their business cards? There is no need to include a telephone number. But be sure to provide your name, an address that is relevant to your field, website or email address and at least two social media handles that have the most followers.

Another alternative to think about is to include a QR code in your company card. A quick scan can take the potential client directly to your site!

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