Many professional services organisations now use digital marketing as their primary platform. Compared to traditional marketing, internet efforts are easy to measure and, curiously enough, typically less expensive.
Nonetheless, many classic offline marketing strategies can be useful in developing and sustaining your company’s online identity. In fact, the most effective marketing tactics involve a blend of online and offline techniques.
How physical and online marketing strategies complement one another to help brands
When used simultaneously, physical and online marketing strategies can support and enhance one another, producing an united strategy. We discovered which marketing approaches had the greatest impact in the most recent issue of our yearly research report on high-growth marketing strategies. I’ll go through five of those offline marketing tactics and how you may incorporate them into your overall marketing strategy in the sections that follow. Of course, every sector is different, so you may find that one or more of these strategies is less relevant to your audience. If another method has previously worked for you, by all means, stick with it.
1. Networking Activities
When utilised in tandem, physical and internet marketing methods can supplement and complement one another, resulting in a cohesive campaign. In the most current issue of our yearly research report on high-growth marketing techniques, we discovered which marketing approaches had the biggest impact. In the parts that follow, I’ll go over five of those offline marketing methods and how you may incorporate them into your entire marketing approach. Of course, each industry is unique, so you may discover that one or more of these tactics is less applicable to your target demographic. Stick with it if another strategy has previously worked for you.
2. Attend trade shows and association conferences.
Trade exhibitions can give networking chances with both prospective buyers and industry leaders. Furthermore, these events might provide other offline marketing options, such as distributing print materials or exploring the prospect of being a future featured speaker. This leads me to the next technique.
3. Public Speaking Opportunities
Speaking engagements place you in front of a highly focused audience that is eager to hear what you have to say. And they are a proven approach to establish your firm’s credibility and thought leadership. Speaking engagements are the second-most popular approach for Visible Experts® to earn leads, according to our study.
If you’re just starting on your journey to thought leadership, however, don’t expect to secure prime speaking engagement opportunities right off the bat. Instead, start small by approaching an association’s local chapter. And don’t expect to be paid for these initial forays (for that matter, many national gigs are unpaid or cover only travel expenses). By adjusting your expectations, even your earliest experiences can pay off in the long run.
4. Warm Calling
The term “responsibility” refers to the act of determining whether or not a person is responsible for his or her own actions. Phone conversations, which are more personal than emails, necessitate an immediate reaction — which, unfortunately, can cut both ways. According to our most recent data, phone calls are witnessing a revival, particularly among the fastest growing businesses.
Live, personal demos and consultations put the buyer and vendor in direct contact. As a result, they are one of the most powerful bottom-of-the-funnel tools — of any sort. A prospect can personally experience the firm’s expertise and/or goods for the first time. However, these activities are most effective when preceded by past marketing contacts. A prospective buyer is considerably more likely to buy after visiting the firm’s website, reading multiple blog posts, downloading white papers or executive guides, and receiving relevant educational content via email. After all, they are already familiar with and trust the firm. A live demo or free consultation can often provide the extra assurance a customer requires to seek a proposal and go further toward a contract.