- Online / Offline
Do You Know What is O2O Commerce?
- CCY Marketing
- Online / Offline
Do You Know What is O2O Commerce?
- CCY Marketing
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For many professional services firms, online marketing has become front and center over the last five years, Why? It can be easily measured and is often less expensive than traditional marketing.
But that doesn’t mean there aren’t still plenty of offline marketing techniques that can help build and support your firm’s brand. In fact, truly effective marketing strategies tend to take advantage of both online and offline initiatives to create a well-rounded, multi-faceted approach.
When done together as part of a complete marketing strategy, offline and online marketing techniques can even support and amplify the other’s efforts. So let’s take a look at seven of the most effective offline marketing strategies and how to integrate them into your current marketing.
However, finding and securing speaking engagement opportunities may be a challenge if you’re just starting small with local associations and don’t be afraid to say yes to unpaid opportunities. Chances are, even your earliest experiences will pay off in the long run.
Speaking engagements are also a great way to build credibility and establish thought leadership within your firm. According to our survey of Visible Experts, speaking engagements are the second most popular way that Visible Experts obtain leads.
Even though direct mailers are more costly than online marketing, they can still be an effective lead-generating tool. Some members of your target audience may appreciate receiving direct mail because it seems more personalized.
And the practice of sending direct mail for marketing purposes is far from extinct. In fact, some members of your target audience may actually prefer direct mail communication to any other method of online communication.
Similarly, cold calls have that personal touch that often resonates with interested buyers. Phone calls are more personal than emails and demand an instant response – which can be both good and bad.
Just make sure you have concrete reasons for why you’re reaching out and be mindful of your phone call recipient’s time. Cold calls are also a great way to reach out to potential marketing partners about a collaboration opportunity, like hosting a webinar or producing content together.
Along the same lines as publishing an article in a print publication, running print advertisements is another method for getting in front of more potential customers.
However, it is significantly more difficult to track the return on investment for print advertising than it is for online ads and they can often be more expensive to run, so consider your options carefully.
Consider attending trade shows where you can network with other industry leaders and prospective buyers. Trade shows can provide a great opportunity to put the most effective offline marketing strategies in practice. In addition to in-person networking, you can also pass out print materials and perhaps even get the opportunity to be a featured speaker.
Luckily, there’s no need to choose between offline and online marketing strategies. Offline marketing strategies don’t need to take the place of online marketing strategies or vice versa.
Instead, offline techniques can be used to supplement online marketing efforts to make your firm’s marketing strategy as a whole more robust. The combination of both approaches can bring your marketing full circle by increasing your firm’s visibility and bringing more attention to your online brand.
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