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There certainly is an excellent variety of online marketing tools that can effectively drive traffic to your website and generate impressive sales. However, the offline world of marketing has almost been completely forgotten about by some companies. Even companies that conduct 100 percent of their business online can still greatly profit from incorporating offline methods in their business marketing campaign. Remember when we told you how putting more marketing lines in the water will help you catch a whale of a client? Employing the power of both offline and online marketing methods will sweeten your arsenal, giving you the fire power you need to blow the competition out of the water.
Build a Sales-boosting Bunker
Combining offline and online marketing will establish a lucrative symbiosis within your marketing—where all your marketing pieces strengthen each other (as opposed to marketing parasitism where one marketing piece simply feeds off the results created by your other marketing pieces).
You will create the most solid marketing campaign if you continuously execute a campaign that ties all of your marketing together. For example, if you’ve created a landing page for a specific product promotion, you can complement this by sending out mailers to your target audience, directing them to visit the landing page online. This combination of marketing can actually be really fun as it adopts the aura of a chess game, putting multiple elements into play through strategic maneuvers.
Sales-generating Seminars
Go public for increased exposure: Informational seminars put another marketing line in the water to attract big fish to your online efforts. Offer a free seminar that will help prospects build their businesses, live healthier lives, have more fun—the possibilities are endless. Just make sure to maintain an information-based approach and keep the sales speak out of it. Presenting a helpful seminar is sure to set you up as an authority!
This is also one of the best ways to simultaneously generate a large group of leads. Presenting a free seminar will make it obvious that your business is the real deal, so you won’t even have to actively pitch your actual business here. Make it very clear as to how they can get more information about your product or service (post your website URL everywhere throughout the room), and then let them come to you. And even if they don’t contact you, you now have their contact information from the seminar and can start email marketing to them or put them into your drip campaign. An easy way to get their contact information is to explain that you need it in order to send them the details about the seminar, such as time and place. Multiply the number in attendance by offering a free gift to anyone who brings 10 friends with them. (Use a simple three-step form: 1) Name, 2) e-mail and 3) Referred By.)
As if these reasons weren’t solid enough, you may also consider hosting a seminar in a vacation destination and writing it off as business expense…did we just write that?
Reduce, Reuse, Recycle Your Marketing
While it’s always a good idea to be as efficient as possible with your budget, reusing your marketing pieces in the wrong places could end up doing more harm than good. For example, many companies are unfamiliar with the issue of duplicate content on the Web (also referred to as dupe content by extra cool Web techies). Repeatedly posting the same content within your website or across platforms such as on your blogs could end up penalizing you in the search engines. Search engines pick this up as either a form of keyword stuffing or a fraudulent business plagiarizing other people’s content. (Use a professional article distribution service to submit mass articles in a search-engine-friendly manner.)
The good news is that you can reuse your current online articles as much as you would like offline. For example, you can print your online articles and send them out in direct response mailers to your leads. Providing helpful information in your mailers adds a great deal of value and helps establish why your business is the clear choice. Plus, adding an information-based piece in any marketing you do helps soften your sales approach, making it much more attractive than a standalone promotion. Due to a daily bombardment of advertising, people are naturally skeptical about these standalone promotions. When you provide something for free that people can use to make their lives better they’re much likelier to let their guard down and actively consider your offer.
To your success,
Andrew Rossillo
Andrew Rossillo is Content Crooner’s Marketing Blogger and Staff Writer. He’s ready to put his years of copywriting and online marketing experience to work for your business—he’ll help you get noticed!
