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Effective offline promotion for your small business


Nowadays, offline marketing can quickly get forgotten in favour of the latest social media campaign. However, before you rush to record that viral video, it’s important to realise that many of the approaches that worked 50 years ago are still a great way of bringing in new clients and customers.

Combined with your digital marketing efforts, the following four ways are sure to help you get more eyes on your business. 

Don’t underestimate the power of networking

When used right, LinkedIn and Twitter are great ways to make connections and promote your brand. However, there’s no question that meeting someone in person is still the most effective form of networking. 

Meeting a potential business partner, client or customer in person can be worth more than a thousand followers, retweets and likes combined. Cutting through the noise and speaking to your target audience face-to-face is one of the most effective ways of making a sale. If you’re not already dedicating time and money to attending your industry’s trade shows, conferences and networking events, then you’re missing out on one of the best forms of marketing out there.

Invest in the right promo products

Whether you’re exhibiting at a trade show or attending a conference, you should always come prepared with some giveaways that will keep your brand in people’s minds. However, think beyond the usual offering of cheap pens and forgettable business cards if you want your brand to stand out. 

In their pick of 2017’s biggest promotional product trends, the Delta Marketing Group recommends that you ditch the big batch of cheap and cheerful freebies and instead target high-priority leads with high-quality promotional products. Think about what kind of item the person you’re targeting will genuinely find useful and spend a bit of money getting it branded up. 

Go beyond an email

Whether you’re a freelancer pitching potential clients or a retailer promoting your new product line, you should think again if you believe you’re going to generate many sales through cold emails. If you want to stand out from the crowd and get your product or service noticed, then take things offline. You’d be surprised how effective printing off the exact same sales letter you were going to send by email and posting it instead can have. 

If you really want to peak interest with your direct mail campaign, try thinking outside the box and going for something totally original. Check out Urban River’s pick of the ten best examples of direct mail campaigns for inspiration — recreating something like this for your own brand is sure to have a much bigger return on investment than sending out the same information in an email. 

Pick up the phone

When it comes to marketing, it’s easy to overthink things. In a world of tweets and emails, sometimes picking up the phone can be the most effective way of communicating with your target audience. 

Next time you find yourself writing an email to a potential customer or client, consider whether you could deliver that message more effectively over the phone. In the digital age, not many people take this approach any more, making it a simple way to set yourself apart from the competition and grab your target audience’s attention. 

Andrew Dark is co-founder of printwear and branding specialists Custom Planet