It’s possible to get so involved in digital marketing that we forget about offline tactics. Before advertising went digital, businesses promoted their offers locally and saw remarkable results. If you have a brick-and-mortar business, these local marketing strategies can be just as effective for you as many online ones.
1. Create a Google My Business listing.
Google features a free business listing where you can register your business. It helps customers in the area locate you by any search medium they use — voice or traditional. With SEO and SEM, you’ll only appear in search results. Google My Business ensures that potential customers can get your information while on the go. But then, that’s not all.
You’ll also be able to feature pictures and details about your business offerings. The listing also has slots for information like website address, phone number, open hours, and map directions. The best part is that it’s free.
2. Sponsor local events
Signing up as a sponsor at local events can give your business tons of exposure. You’ll meet other business owners, organizers, and potential customers. You should weigh the cost of sponsoring an event against the possible payoff. Ask the organizers if there are multiple tiers of sponsorships.
Before sealing the deal, you should also know how your business will be displayed to the attendees and what messages will surround it. Some display options will probably include a page in the magazine, signage in the event, and radio call-outs. Higher-tier donations will give you more visibility than lower ones.
3. Get exhibition stands at local events
Another great way to use local events is to rent an exhibition stand. These can give you massive visibility, and they have the potential to generate sales. Depending on the options available, an exhibition stand may be more affordable than event sponsorship. It also allows you to meet potential customers, communicate, and form bonds with them.
For best results, your exhibition stands should be unique. Consider getting one from Craftsmen Ind. They have various types, from mobile command centers to concession trailers. You can even create a custom-made stand that features your brand’s colors and elements.
4. Join local business clubs.
Local business clubs can help you stay active in the community. Join them to stay connected with other business owners and residents. Besides business clubs, you can also join the Chamber of Commerce, volunteer groups, or charity bodies. All these are great options for integrating with the community.
Memberships in these organizations allow you to meet other business owners and expose them to your business. Suppose your competitors are members of these groups. It gives you a more significant incentive to join. If you join a charity group, you may even find an opportunity to give back to the community.
5. Create contests.
Contests can help you build excitement about your local business. You may need social media platforms to spread the word about your contests, but the activity itself should be offline. Think of creative and engaging activities that drive people to your store — for example, the best in-store selfie or the most picturesque view of your storefront.
The contest can be a great effort for both offline and online awareness. Offline, you’ll get more visits, and online, you can grow your presence. Additionally, the ideas above ensure that more people will know about your business, making them even more likely to visit.
6. Offer offline discounts.
Offline discounts are a great way to drive foot traffic to your store. If used right, they can also help you raise awareness and earn new loyal customers. However, discounts also have the potential to weaken your brand image, so you have to use them with caution.
Your discount price should consider factors like your competitors’ prices, base prices, and the season. Festive periods are an excellent time for discounts since customers are used to having them around the same time. You can tie the deals to conditions like visiting your store. That way, your online customers have to visit to enjoy the offer.
7. Verify your information on Yelp.
Yelp is a valuable resource for people seeking local businesses. Statistics show that 90% of customers will check your Yelp profile before visiting your local store. Your information will also be on the platform because you signed up or because customers rated you. It’s a great idea to get ahead of this.
Create a profile if you don’t have one already. Also, update information that potential customers are looking for, like your address, open hours, and phone number. It also helps to have flattering but honest pictures on the website.
8. Create flyers, brochures, and handouts.
Flyers and brochures are some of the oldest offline means for marketing. However, they are still as effective as they used to be. As the world grows increasingly digital, old-school tactics may be just what you need to break through the noise and advertise your business.
You can pass these out at your storefront, local events, festivals, or even on the street. Make the offer even more enticing by attaching discount coupons and limited-time promotions. If you have your potential customer’s mailing addresses, you can also mail them brochures, flyers, and other print materials.
9. Collaborate with complementing businesses.
If your business is in a mall or business complex, you could collaborate with neighbor businesses to run a promotion. The idea is more likely to work if your competitors aren’t in the same space. Another great idea is to find complementary businesses. For example, a coffee shop could cross-promote with a bakery. Besides advertising materials, you could sell each other’s offers in your stores.
Cross-promotion can be tricky because of the potential for miscommunication. It’s important to highlight the details of the partnership, including financial commitments and responsibilities.
The Bottom Line
Digital marketing campaigns have demonstrated their effectiveness in lead generation, client retention, and revenue growth. With these impressive numbers, it’s easy to forget that offline strategies still work. They do, and the above tips are a great place to start.