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Why You Absolutely Need to Be Marketing Offline

There are lots of resources that will tell you how important online marketing is and for some businesses it is the only way they try to get their brand known. The problem is that when people are on their mobiles or tablets, their minds are not always on adverts, and often they are totally ignored.

When they want to buy something they may search for a product or service then, but most times they are playing games or chatting on their social media platforms.

Marketing should be a balance between online and offline strategies for them to be the most effective. Entrepreneurs give all sorts of reasons against offline marketing, but in reality, they do not realize how much business they are missing out on.

It’s Too Costly – No It’s Not

When you are considering marketing strategies you have to think of the return on investment. It is worth spending some money if the number of sales you get from it is worth the amount spent. Try some offline marketing with some of your existing customers first and monitor the response you get.

Make something and send it to a small portion of your loyal customers. If the response is good then use the same strategy outside of your existing customer base.  At the same time establish an email campaign for the same product and see what repose you get from that.

Research says that the offline marketing in this experiment will do better, but for most businesses, it is a combination of the two that is the most effective.

It’s For Old People – No It’s Not

It is a common misconception that it is only older people that read newspapers and magazines. Just look as you walk down any high street and you will see that older people have their mobile devices too. You will also see younger people with magazines in their bags and a recent survey of responses to adverts showed that most of them came from the 18 to 21 years age group. Not only that, but the average trade event for your industry will be teaming with interesting people to convert. When you market offline, you market to everyone.

It’s Hard To Track – No It’s Not

Tracking might not be as obvious as it is for something such as email responses, but it is still not difficult to do.  If your campaign is through the post, for example, you will know when the mail was sent and when it should arrive at its destination.

This information can be used to track the responses you receive in the next few days. You could also offer a discount with a code they have to quote if you want to be really accurate about how many people reply.

Use All Types Of Marketing

You should not dismiss the idea of using offline marketing as in some lines of business it is the most responsive. However, any business owner that is looking for just one type of marketing to work will be ley down when the business does not grow as much as they hoped. All types of marketing need to be used to make your business successful. The general public are all different and will see your brand in different places. The more of the times it is shown, whether online or offline, the better.

About the author, Mark

Mark Asquith is a serial entrepreneur who has built globally successful design, marketing, software and digital businesses since he quit his real job in 2005.

A passionate podcaster, global keynote speaker and helpful bloke, Mark is the co-founder of Podcast Websites and the creator of Excellence Expected. He has a terribly embarrassing beard.

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