Businesses are learning that they need to advertise both online and offline in order to get the most out of their customers. Marketing is not just a digital game online, it now takes heavy offline and online marketing to really get the most out of your ads. Businesses that have a local city wide marketing focus need to really hammer down on online and offline marketing. Both marketing channels need to really work together to compliment each other.
Our society as a whole is spending a lot more time online than they ever did in the past, and people are much more likely to attend an event when they see something more than one time and in more than one place. Targeting them offline, then helping them learn more online establishes more brand trust and helps move the conversion down the right path. Most businesses now days are making the mistake of just focusing online. Small local shops fall into bad habits of just marketing offline. Although digital online marketing works, and can be more affordable, offline marketing compliments the online strategy, and a good marketing strategy should mix both together.
If They Find You Offline
Customer cross multiple marketing channels often and businesses that just focus on one channel usually will get left in the dust. If a person drives by your business and sees your feather flag or even banner, they sometimes will keep driving, then once they get home they go online. If the customer was really interested in your business they will search online, look at reviews, and what you offer. That’s the point where the small business can capitalize and draw the conversion online.
If They Find You Online
Seeing news about something online can place an idea in someone’s mind so that when they see it while driving around, they are more likely to stop. There are some effective ways to bring together online and offline advertising, no matter what kind of business it is.
Ideas for Real Estate
Real Estate Open Houses
Have a great property to show off? There are some simple and effective ways to use on and offline marketing tactics to do it. Properties need to be marketed. Very few real estate prices could get away with not marketing, most need to be marketed online and offline.
How: Create a page on Facebook, or join a group already created, where people are selling homes or listing rentals. These types of groups are full of people who are looking for just what you are selling. List your open house information with some pictures. Don’t forget to post a reminder about it, too.
Offline advertising is going to be done with banners and signs. At an open house, these signs do triple duty by notifying people who may not have seen the advertisements online, reminding those who did, and helping direct them to it. If you really want people to attend the event, you can put out arrows to direct traffic the right way. You should also put a banner and maybe some feathered flags at the actual house so that people know which one to stop at.
Ideas for Organizations and Local Non-Profits
City Local Government Events and Functions
If you are looking for a way to notify every person in the city limits about certain events, include them in some sort of newsletter that is inserted into all the utility bills. This way you can reach a huge number of people who receive the news. Then, in the days leading up to the event, post signs around town.
Email marketing can work really well for small governments as well. Being able to send out an email at the right time for the right event can draw people into local events. Capturing emails on and off the website is going to help excel the marketing of the events or message.
There are several ways you can do this, depending on the amount of information and type of event. One great way is to simply hang a banner over a main street with a reminder and some basic information, ensuring the font is big enough to read while driving. Another way is to use a series of feathered flags along a sidewalk, each with additional information.
How do you pair this with online advertising? It is fairly simple. Most cities these days have a Facebook page and a Twitter handle and website. It’s simple to use these outlets to complement offline efforts and make sure the message is getting out there.
Many cities use online advertisements, but it’s important to remember that they have older citizens who are not on social media. This is just another reason you still need to have offline advertisements as well. Older people are going onto social media sites, but most of their time is spent offline.
Small Business Marketing
There are so many ways to tell the public that you are opening a new store. Banners, signs, flyers, and handouts are all great tactics that are generally used to spread the news about a grand opening. If there is a popular newspaper in the city, buying some space there is also a great option.
Supplementing advertising for a grand opening with online strategies is a little bit trickier. Since there is typically less of an established following among consumers, most businesses have to do a lot of advertising online before they ever even open. Online is going to be the best place to start some chatter about what customers can expect, any products that will be sold, or even what will be on the menu. This way, people are anxiously anticipating the opening and you can start drawing in crowds as soon as possible.
Big Sales and Promotions
The most common ways that stores advertise their big sales are by hanging a big banner or anything else that will catch someone’s attention. If they have a consistent ad in the Sunday newspaper or pack of mailers that people receive each week, they can use those outlets to advertise their big sale or deals. If they don’t, it is fairly easy and inexpensive to take out an ad or include a flyer in advertising that is locally focused, like Valpak.
An online presence is going to complement your offline efforts well. People commonly read the paper and then forget what they read. If you have some sort of online strategy in place, you can remind customers about your big sale on popular forums and social media platforms.
Staying Consistent Across Multiple Channels
Consistency pushed brand trust. If customers are confused because your message says a different thing on another channel you will most likely lose the customer. Consistency has always been stressed in marketing, and should continue to be stressed with offline and online marketing.
Making it Work Together
Above all, remember that you should be making all of your advertising efforts work together to help your business. There are advantages to both online and offline advertising when they are separate, but bringing them together makes them both more profitable in the end. Use these suggestions to start implementing your own strategies to increase business.