The rise of social media marketing over the last few years has prompted many business owners to focus exclusively on their online branding strategy. Companies that seek to build a trust between their Internet presence and their customers tend to forget about the power of traditional marketing, and they often end up ignoring offline marketing altogether.
Fence signage, mesh banners, billboards, newspaper advertising, and radio spots are some of the offline branding strategies you can utilize to boost the visibility of your company on social media sites such as Facebook and Twitter. In terms of business functionality, marketing should never be thought of as a black-and-white process; for this reason, brand owners should not think that their marketing efforts should only take place on the Internet.
Most marketing experts agree that certain offline marketing techniques can help companies increase their Internet visibility. Consider the five offline strategies below:
If you have a brick-and-mortar business located in a suburban area, chances are that you have a lot of fences that could display banners related to your business. A cool site signage placed on a conspicuous fence can be seen by drivers and pedestrians alike. The most common purpose for this type of signage is to direct foot traffic to a store; however, a modern use for banners calls for the promotion of social media sites. To this effect, a neat idea is to print a QR code that can be scanned with a smartphone so that prospects can be taken directly to a social network profile or a website. Remember: mesh banners should be used in windy spots.
Networking in Real-Life
No business is an island, but some business owners who spend most of their time online tend to forget about the substantial value of real-life networking. Social networks such as LinkedIn cannot replace the experience of shaking hands, putting faces to names, and exchanging ideas in a comfortable offline settings. Business owners should not forget about resources such as the local Chamber of Commerce, which is still considered to be one of the most significant organizations within a community.
A 2014 Nielsen report indicated that nearly 60 percent of Americans who enjoy listening to music have not given up on radio. The proliferation of streaming music services has not done away with FM radio, and even Sirius satellite radio has managed to survive despite a major shift towards digital audio. If you listen to most commercial radio spots these days, you will probably notice that the narrator almost always includes a “visit us on Facebook” tag at the end; the reason for this is that most radio listeners are either close to a computer or have a smartphone nearby.
News and entertainment magazines have mostly disappeared, but trade publications are still holding on. Advertising on an industry journal tends to be costly because it is highly targeted, but it can be a great way to boost your Internet presence. The key to print advertising is to think creatively when it comes to choosing the audience. For example, a Web hosting company that offers website development services could choose to advertise in a magazine dedicated to the legal profession; after all, all law firms need an Internet presence these days.
Do you have a blog for your company? Do you have something to share with your community? If so, consider appearing at a local technical or vocational school and sharing your experiences with the students and young hopefuls who are forging their careers. Before delivering your presentation, make sure you have interesting content on your blog, which you should mention during your lecture.