Remember Your Offline Marketing

Written by Bruce Holmes Tuesday, 03 May 2011 06:25

There was a time when all marketing was offline. Small businesses used billboards, bus bench ads, flyers, newspaper and magazine ads, cold calling, signs, direct mail, brochures; these were the ways you created a buzz. This was how you developed customer awareness, how you developed a brand. These were all common marketing techniques and it wasn't cheap.

There was a time when all marketing was offline. Small businesses used billboards, bus bench ads, flyers, newspaper and magazine ads, cold calling, signs, direct mail, brochures; these were the ways you created a buzz. This was how you developed customer awareness, how you developed a brand. These were all common marketing techniques and it wasn't cheap.

Today small business has shifted focus to online marketing. They have done this with gusto because they can reach a larger and more targeted market for a cheaper price. Companies now use targeted ads on Facebook and Google, they market to their email lists, and they use social media like Twitter and Facebook Fan pages. With these methods they are better able to track their ROI, which allows them to determine whether or not to keep putting their marketing dollars in the same place.

The question becomes is offline marketing really necessary anymore? The quick answer is yes. Studies have shown that most are drawn to a face-to-face connection. This is why even online marketers post pictures and videos of themselves and their business, because they want people to connect with them when they visit their blog, follow them on Twitter and friend them on Facebook. The face-to-face connection is the best way to build trust; even today the majority of people want to know whom they are dealing with.

A person's relationship with a business depends on how the person perceives the value and trustworthiness of the business. If there is no offline connection a business runs the risk that the relationship with the customer will slow down or worse become lost in the online noise. Consider online dating, it is an efficient way to make an initial connection, but if you want to see if the relationship will go anywhere you have to make an offline connection.

Online marketing is the most cost efficient way to begin a relationship, but to keep that relationship going you need to make on offline connection. Pick up the telephone and call the client or customer, send a handwritten letter or card, set up a face-to-face meeting. It does not require a big investment of time or money to make an impression offline. If you have already an online connection then your offline efforts will have a solid foundation to rest on. You can then continue to follow up with online marketing that will now have the power of a personal connection.