Before online marketing were the traditional marketing methods of offline media (TV, print and radio), snail-mail, and print advertising and direct selling.

While conventional forms of marketing can still be found nearly everywhere we look, we can see the indelible impact that the Internet has left on the business and commerce industry. With a variety of digital platforms readily and steadily available, marketers can reach their audience in no time and with fewer costs.

But who says you can’t combine both approaches? Why only choose between online and offline, when the marriage of both marketing methods will yield more success for your brand and business

STRATEGIC OFFLINE AND DIGITAL MARKETING APPROACHES TO BUILD YOUR BRAND AND BUSINESS

In a highly innovative era, a blended approach to marketing is an advantage. Marketers are well aware that customers can freely jump from the physical world to the digital - and vice versa - while they are moving through a customer’s purchasing journey or how each individual arrives at the decision to buy.

And this is where online-to-offline marketing, also known as O2O, comes in handy. It is a strategy used to reach customers at all touchpoints and ultimately drive sales.

VIRTUAL AND IN-PERSON NETWORKING EVENTS

Business networking serves as a personal billboard that is great for building business contacts, finding new clients, making connections, and promoting your brand.

Networking is not just about turning up to events; it is about creating relationships and making connections with other people. Being visible and getting recognized is a massive advantage of networking events.

Use face-to-face and virtual interactions to grow your business and drive traffic to your website where contacts learn more about you and your firm.

Whenever you choose to participate in social and networking events, you gain the privilege to expand your community and develop your knowledge in the industry. The more you network, the more likely you are to stay up-to-date with the business trends and have free access to the latest information and strategies you can use to evolve and solidify your brand.

SPEAKING ENGAGEMENTS

Getting invited to speak in front of various audience sizes can build your brand’s visibility and credibility. Normally, these are conducted at live, in-person types of events. But in today’s digital age, especially with recent global events that have forced us to work remotely, virtual speaking engagements are not just the rage but an actual necessity, whether in the form of webinars, podcasts, and online conferences.

What is the real value of speaking engagements? Every talk or gig you do generates top-notch leads and referrals. It’s a highly reliable tool for every marketing strategy.

There are two things you have to keep in mind to ensure the success of your speaking opportunities. First, you must set your target audience and identify the platforms that map back to them. You are already in front of people that are primed and ready to hear what you have to say, so this opportunity is massive.

Second, you must shape your message to stand out from a sea of other possible ideas. And it will guarantee you an engaged audience that will keep your firm on the top of their minds when a need for what you offer arises.

LIVE DEMOS

Nowadays, live and personal demos are one of the most cost-effective ways to increase sales. It’s an essential part of your marketing strategy as it fosters a direct connection between you and your audience and creates a personal experience with your customers that leads to a deeper connection and trust.

Most people do not engage with a brand unless they are confident with the quality of the product and service it offers. Demos and consultations give you the ability to provide proof of your claims.

While it is vital to show off what your brand and product does, you also need to get people excited about what you are offering outside of the product features. Focus on the tangible benefits of your brand rather than merely listing its features, and it will develop the enthusiasm and anticipation for anything your brand sells. For instance, you aren’t just selling a chef’s knife, you are selling the ease of cutting with professional culinary expertise.

Live demos and consultation will enable marketers to personalize their presentations for their audience. Creating unique pages for every prospective customer might be impossible, let alone illogical and grossly expensive. But you can customize each one-to-one live demo to cover features that your specific prospects will find useful.

ALIGN YOUR OFFLINE AND DIGITAL STRATEGIES

Even though the digital age has outpaced traditional means, it does not mean that offline marketing options are not worthwhile. Using both will actually allow you to appeal to a wider target market since online marketing caters to the millennial and younger generations while the offline approach won’t leave baby boomers feeling high and dry. Maximizing both marketing approaches will exponentially increase your business’ visibility and draw more attention to your brand.

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