Digital marketing may be something that every business, large and small, uses to connect with thousands of potential customers online, but it is not the only marketing instrument to use in the competitive market we have today. In fact, relying solely on digital marketing is a waste of great opportunities to connect with customers offline.
For small businesses, the right branding and marketing campaigns executed offline can lead to a more personal relationship with (potential) customers. The combination allows small businesses to stand out from their bigger rivals and deliver a more personalized experience to customers. To make it even better, getting started with offline branding is easy.
Consistency is the magic word to keep in mind when it comes to marketing and branding. You have to be consistent with the key messages you emit for your brand to be relatable. However, the approach isn’t as straightforward as it used to be.
If you already have an established brand in place, all you need to do is maintain that branding approach consistently across all of your marketing efforts. Both online and offline assets need to give off a similar – if not the same – feel that the customers can recognize.
If you are trying to fine-tune your brand, on the other hand, you can focus more on the insights you already have from existing online and offline marketing efforts. How are the customers seeing your brand right now? What changes to you need to make to stay relevant?
Do you know that the most effective internet marketing instrument for maximum conversion is email marketing? Email marketing started life as offline direct marketing and has evolved so much since. It is a true testament that older approaches still work brilliantly when adjusted to modern challenges.
The same mindset is how you should approach offline branding. Don’t be afraid to produce your own merchandise to better promote the brand and connect with customers. Items like T-shirts and custom pins given as bonuses to customers or sold as merchandise, are still very effective in helping you connect with the customers on a more personal level.
Other offline branding opportunities have multiple impacts. Agreeing to public speaking arrangements, for example, allows you, the owner of the business, to boost the credibility of your brand in an industry or on the market as a whole.
Branding is always about fine-tuning the details. There is no element of your business that should be taken lightly, simply because every one of them is a great opportunity to advance your brand. The packaging for your products is a part of the customer experience. The way you offer after sales services matters just as much as your sales pitch.
These are the details that help shape your brand in the eyes of customers. They are as important as engaging local communities, running offline promotional campaigns, using outdoor media for advertising, and connecting with local media outlets and stakeholders.
One bonus tip to keep in mind: you don’t have to do everything yourself. There are more than enough opportunities to do cross-promotions and to work together with other brands – especially those that are in line with yours – to expand your reach. Communities and other stakeholders can be a part of your brand image too, which is why working with them is a must.
Keep these tips in mind and you will find offline branding to be as easy and as impactful as digital marketing. In fact, you can gain an advantage over your competitors by becoming more relatable and connecting with the market on a more personal level. Any marketing campaign you run will be effective when you already have a strong and credible brand as an asset.