If offline marketing has taken a backseat to your digital strategy, you are not alone. Digital advertising is incredibly important, but it’s not the whole kit and caboodle. Companies that integrate their online and offline strategies see a greater return on investment. Fortunately, you can get back on track with your goals by giving equal attention to your online and offline efforts.

Let’s refresh ourselves on what offline marketing comprises, why it’s important, and why an integrated strategy is best.

Importance of Offline Marketing in the 21st Century

Offline marketing strategies rely on offline channels to promote brand awareness. Examples include:

• Billboards and signage
• Radio and print ads
• Trade show events
• Telemarketing
• Television ads

There is no substitute for interacting with people one on one. Using an electronic pathway comes with many hurdles. It’s easy for people to take things out of context, read a message the wrong way, or gain an image of a brand that is false. Although the internet is becoming more authentic, it still retains a lack of transparency.

Networking in-person is authentic. It builds stronger relationships and allows a hands-on experience with the product. There is no “hiding” behind a post or comment. Businesses must sit with potential clients, address their concerns, and let the client assess them. This leads to faster feedback, stronger brand loyalty, and improved communication. Not every interaction needs to talk place face to face, but some should.

How to Get Offline Marketing Back in the Game

Offline marketing still works. You can use it on its own or integrate it with your online strategies for a bigger impact. Below we share a few tips to work more offline channels into your advertising strategy.

• Participate in trade show events and talk to potential customers face-to-face
• Donate gift certificates or products for prizes
• Speak at industry-related events
• Publish a news article in your local newspaper
• Mail out special promotions and offers
• Sponsor community events

As you look over this list, you can already see the potential for both online and offline marketing. Let’s say that your business attends a trade show event. You promote the event using digital channels such as social media, your website, and your company blog. At the event, you chat with potential leads and share information to get them at the top of your sales funnel. By integrating both online and offline strategies, you can see a bigger return.

Mix up your strategy with online and offline marketing to keep things fresh and take advantage of new technologies and ideas!