Believe it or not, the things that worked so well for our clients in 2016 will also work really well in 2017. I’m not going to list them all here, however, what I will do for you is cherry-pick the best ones from the list.
There’s so much pressure to do things online today, I think some of the proven “oldie but goodie” offline marketing tactics still work a treat.
You may have seen most of these tactics before and if that’s so, maybe this will be a little refresher for you.
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Give ’em free stuff
This one never ceases to amaze me – ever heard of something called the “Law of Reciprocity?” This basically means that if you do a kind deed for one of your clients or give them something without being prompted to, they in return feel the need to do something for you. This could mean:
- they use you as their go-to supplier for that particular product or service
- refer and recommend you
- offer to write a nice review
It doesn’t really happen that much anymore… I believe that caring is being sucked out of our communities and only the older generation remember what that was actually like. This is a big win for you and your business.
If you can show you care enough by offering great value and over-delivering, it’ll put you streets ahead of the competition.Look after your clients and they'll look after you in spades. #offlinemarketing Click To Tweet
One of the oldest offline marketing tactics around and so many of us still forget to ask for them and collect them.
If you want to buy something on Amazon after you’ve read the description and had a look at the features, what do you do next?
Look at the reviews!
You want to know what other like-minded people have thought once they got the product delivered and have used it.
The psychology behind this is no different for your clients. If they have never heard or seen your company before, they need a little reassurance that they’re dealing with a reputable organisation.
Seeing the testimonials on your website confirm that you are, indeed, a reputable business.
We go a step further by actually producing a short video showing the emails (live) in our client’s inbox. That way, the client’s can see these aren’t just made up testimonials that anyone can post on their website.Seeing the testimonials on your website is confirmation that you are a reputable business. Click To Tweet
Use your company vehicles
Have you seen those Virgin and Sky vans flying around? Pretty distinctive, aren’t they?
The images are bold and the brands are very recognisable since there are no other vans that have the same design nor look like them.
I’m not suggesting you go for the whole van wrapped look (unless you can afford it), but simply use your vehicles to distinctly brand your business by way of using bold bright colours and images that represent your business.
The estate and letting agents have now started to do this, and you can see that they really stand out from the crowd. There’s no reason you can’t do the same.
Putting out a press release for your business is an extremely powerful way to get your message out and to promote your business.
If you have an interesting story about your company or even one of your employees, the most effective way to let the general public know about it is through a press release.
My advice, if you’re not experienced in this field, is to arrange a professional PR agency to do this for you. It’s not too expensive and can be a massive ROI for your business.
This is probably one of the most underused offline tactic I know and the reason why this is….. Fear.
Fear of the unknown, fear of the price. Get in touch with an agency, get them to write it for you and ask them to distribute it to all of the relevant offline media contacts.
If it gets published, that’s instant recognition for you. Publish it in your newsletters, on your own website, rinse and repeat.
Create your own business meetup
This is a little more advanced but will pay you dividends in the long run. Setting up your own meetup can be done either at your offices, local pub, village or anywhere you feel appropriate.
Simply register your details on Meetup.com, pay a small fee and add a description of what your meetup will be about.
If it’s you getting together with local businesses in the area, then explain exactly what sort of things you would like to discuss, etc.
Not only do you get to network with local businesses in the area – You and your company will be seen as a main hub and hive of activity from those outside looking in.
Again, probably more advanced and you may need a little help from a local printer. If you’re in an industry that has quite a lot of things going on, or your company has lots of news about new products or services on offer, try creating your own company newsletter. Send this out either monthly or quarterly.
A newsletter is a great way to keep your clients informed and also a nice little reminder that, if they need anything, “they know where you are.”
Send Christmas and birthday cards
Whether you are a small or large business, this is something we all should do. It may not seem like a big thing to you, but I guarantee you, clients love it! It means you have actually taken the time to produce a card and remembered them on these important dates.
This works really well for contractors!
We worked with a local plumbing business back in 2015 and advised them to have some branded calendars produced. Like most small business owners, they couldn’t see what ROI they would get from forking out for some branded calendar.
Since it was hard for them to see where they could get any value out of this tactic, we decided to set up a Voice Over Internet Protocol (VOIP) number (an internet number that can be used to track where calls have come from). You can rent them on a month-to-month basis, use local prefix codes like “020” or “01733” and forward them to your office phone and even mobile. You can then record how many times the number was used.
Note: If you are thinking of doing this, only use specific numbers for different campaigns you are running. I.e. if you are going to do a leaflet drop, use a different number than the one you use on the calendar. That way, you can track to see which marketing tactic was successful.
The results were interesting.
On average they received around 6 calls per month. Now they convert most calls into the office at around 50%. The average job booked is about £175.
This equates to around £525 worth of work booked in per month (£175 x 3 new clients).
This means they grossed £6300 for the entire year with the added bonus that they pretty much have clients for life, as long as they provide a great service.
Give them something extra
Now, you’re probably saying to yourself, “Hang on a minute, you already mentioned Give ’em free stuff” and do you know what? You’re right. I did.
This is a little something different and very rarely seen.
Give them something extra doesn’t need to be free, it means: allow them to try one of your services for a reduced rate or try out a product for a few weeks to see what they think.
Did you know that there are plenty of car showrooms up and down the country that allow you to use one of their cars for the day and overnight to see what you think? Kind of a “try before you buy” sort of thing. The conversions are ridiculous and the cost to the company is almost zero, barring the fuel.
Think about doing something like this in your business – there must be something you can offer your client so that they can see and test some of the products or services you offer?
Again, this is done in our community (digital marketing) but rarely done by other niches.
The best place to do this is on Twitter. Go ahead (if you haven’t already) and follow your clients on Twitter. Then basically retweet or comment and like one of their posts. This is a powerful statement because it means you care enough to follow what your clients are up to and that you’ve taken the time to respond to something they have tweeted. I guarantee you your competitors aren’t doing this yet. Why not beat them to the punch?Go ahead and follow your clients on Twitter. Then basically retweet or comment and like one of their posts Click To Tweet
So, there you go, just a few offline tips to help you reach your goal in 2017. Even though there are troubled times ahead, I truly believe it’s the businesses and business owners who are forward thinking that win.
At the moment, there are too many people worrying about Brexit and what will happen… The world isn’t about to end anytime soon and there are plenty of customers out there waiting to buy your product or service – you just need to present it to them.