How Offline Marketing Can Help Your Online Strategy (And Vice Versa)
We know that some of you feel a little left out when marketing discussions turn to all things digital. After all, words like analytics, metrics, SEO, CTR and PPC don’t exactly sound very warm and fuzzy. These are essential to any marketing strategy in today’s business world. Yet, that doesn’t mean online marketing, and all the things that come with it, are the ONLY things that matter.
Offline marketing should still be a central part of your overall strategy. Though the world is increasingly digital, and leads, clients and customers are all using the web to find goods and services, businesses that ignore the benefits of good old-fashioned marketing and advertising are doing so at their own peril. So, let’s unplug for a minute and talk about how you can augment your online marketing strategy with these time-honored techniques.
“Networking is about farming for new contacts, not hunting them.” Dr. Ivan Misner
Networking in Your Community
Meeting people (yes, in person) is still one of the best ways to establish professional relationships. This means being involved in your community by attending Chamber of Commerce meetings and going to community events. In short, be seen and engage others so you can cultivate your own network of contacts. Not only will you be introducing yourself to people who might later seek your services; you’re also meeting people who could pass off your information to their own friends and contacts.
Becoming an Authority
Speak as an authority and you’ll come to be seen as one. Offer to be a guest speaker at events. People love free legal advice, so use that to your advantage. Industry gatherings often like to book speakers who could give attendees information on insurance law, liability protection, etc.
Print and advertising
Believe it or not, there are still plenty of people who rarely surf the Internet. For those who spend little time on the web, traditional forms of advertising still make a big impact. Radio ads, TV ads, billboards – these are still very effective ways to increase awareness of your business. They tend to be much more expensive than online marketing techniques, but an occasional investment in traditional advertising channels will definitely get some potential clients to walk through your door.
Symbiotic Relationship Between Offline and Online
Just as your website can feed your business, your offline efforts should feed your online campaigns. You’ve probably noticed that whenever any professional makes an appearance on a broadcast (TV, radio, podcasts, etc.), one of the first things they mention after their actual name is their Twitter handle. That’s because every medium can lead back to your online presence. Make Twitter ground zero for your brand and promote it whenever you get a chance.
Raising awareness of your firm requires a comprehensive strategy, which includes offline and online efforts. Always keep an eye out for opportunities to meet others and reach out to your community. Networking is still the best method of garnering business, so get out there and engage. And when you’re handing out your business cards, make sure they include your website address – or even your Twitter handle.
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