When a business takes to the information super highway, they often tend to forget that offline advertising can be just as, if not more effective. There are so many marketing options online, including: search engine optimisation, pay-per-click and social media marketing, that it can blinker businesses into not putting their marketing budget towards anything else. The best solution is a combined approach that uses one to compliment the other.
The Problems with Online Advertising
I’m not trying to say that internet marketing isn’t a good idea. It just needs to be done as part of a unified marketing campaign.
For example, every business should have a website, no exceptions, because it is something everyone now looks for as a source of further information; but without something offline directing people to find that information online, no one is going to know it exists. Unless of course you spend a ton of money on search engine optimisation and paid online advertising, but even then it relies on people actively searching for what you’re offering.
The shifting landscape of search engines will also put a spanner in the works of anything other than a cutting edge SEO campaign, so even if you get to the top of search results, you may not stay there without a lot of on-going work.
If you have a solid offline campaign too, then people will know your web address and will probably put that in and go straight there.
Offline Advertising Options
So what should you think about if you have a nice website all set up and I have now convinced you that you need to do some offline advertising too? You might want to consider some or all of the following:
- Business cards
- Coupons and flyers
- Magazine and newspaper adverts
- PVC banners
- Radio or TV advert
Obviously your options when it comes to offline advertising are limited by your budget, but if you have enough you may want to employ an advertising agency that can produce a considered and unified campaign that will direct people to your website.
If you’re on a budget, start with a simple but focused approach that limits your campaign material to a targeted market that you can be pretty sure will be interested in your website. E.g. discount coupons for students, roadside PVC banners for motorists, business cards for business services.
You know your business better than anyone, so get your thinking cap on and come up with some creative materials that can do the offline legwork that will make your online campaign a success.
Where do you advertise at the moment?