The world of digital marketing has impacted everything from budgets to growth to the ways companies approach traditional marketing methods. Most businesses devote a majority of their funds to online strategies to reach new customers and drive growth.
While some think traditional marketing is dead, nothing could be further from the truth. There are still plenty of opportunities to get your brand name out there. While the effectiveness of hard copy advertising will depend on the type of business you run, things such as billboards, newspapers and flyers are highly effective for reaching local audiences.
The landscape for print ads looks different than for digital. You can spend a lot of money and gain little traction if you don’t pay attention to what you’re doing. Fortunately, there are tried and true methods that can help you find success and grow your brand. Here are some of the top things to consider as you decide which ones to try for your company.
1. Allocate Marketing Funds Wisely
A recent Statista survey of chief marketing officers found digital spending increased by 8.2%, while traditional spending decreased by the same amount. Every method has its advantages and disadvantages.
In-person advertising can be more expensive than online options. Take the time to figure out which types of outreach worked best for you in the past. Allocate the right amount of funds to the things that do best while also leaving a bit to try new ideas.
How much you use for traditional marketing and how much for digital can only be decided with the facts of your past return on investment and a bit of detective work.
2. Build Community
One of the biggest benefits of traditional marketing is the ability to build connections in your local community. When you pay for an ad at the local radio station, for example, you might develop a business relationship with a local talk show host.
An ad in the local newspaper supports that business and gives you connections to the sales department. Each time you purchase and advertise locally, you keep funds in your town and build connections.
Ideally, when someone mentions they need what you sell, those connections will bring up your name.
3. Team Up With Other Businesses
Taking the time to understand how other businesses work can drive your success. You’ll make connections, share one another’s buzz and perhaps find a mentor or mentee.
If you’ve ever participated in an event such as Small Business Saturday, you probably have an idea of how this works. A group of brands comes together with a theme and shares in promotions and events.
Plan your sales in advance, get the word out and offer deals when someone buys from two or more businesses participating.
4. Build Brand Name Recognition
Traditional marketing helps build brand name awareness and makes you more familiar with local shoppers. For example, if you set up a booth at a local craft fair, you’ll encounter people who live in your area. They’ll see your name even if they don’t stop by your booth and possibly remember you when they need what you offer.
Source: https://www.marketingcharts.com/industries/business-to-business-115874/page/6?et_blog
If you want to be seen as the go-to expert in your town, you must let people know about your knowledge and unique abilities. Around 80.6% of the most visible experts in their field build their image via referrals. Reach out to current customers and ask them to share your brand with others.
Some additional ways to build your authority include public speaking, attending local events and joining trade associations.
5. Engage Customers
If you want word-of-mouth marketing to take off, you must make your current customers your biggest fans. Find ways to improve your relationships with customers through hosting an event, sending out a mailer or even picking up the phone and calling them.
Do your best to keep them enthusiastic about your product or service. Run a contest only for current customers. Invite them to a one-on-one dinner to show them appreciation for their ongoing support.
Customer relationship management isn’t often talked about when people look at ways to advertise. However, investing in the right tools and spending time creating enthusiastic ambassadors can help your brand grow more rapidly than any other thing you try.
People listen to their peers more than they listen to ads. When someone goes on social media and says you invited them to an event or you went out of your way to send them a letter, others take note.
6. Target the Right Audience
Source: https://www.marketingcharts.com/advertising-trends/spending-and-spenders-228074
Interactive Advertising Bureau predicts that spending in almost every digital arena will grow throughout 2023, while traditional markets lag behind. Television has an expected decrease of 6.3% and radio and other methods a negative 4.1%.
What does this mean for small businesses? While you might glance at the chart and think everyone is running away from traditional advertising because it doesn’t work, this isn’t always the case.
Some businesses are better suited for digital marketing measures. However, others can benefit from a mix or all print. Each medium has its own unique demographics. Those who listen to radio may be slightly different than those who watch television. While there is always some crossover, you’ll reach new people you otherwise wouldn’t reach.
7. Put Something in Their Hands
The fleeting nature of digital media means it’s harder than ever before to keep your brand in the forefront of users’ minds. Past advice was that people needed to see or hear about your company seven times before they remembered it. With all the media noise of today, that number may be much higher.
Enter traditional marketing, where you can put a business card in a lead’s hands and they can feel it, touch it and begin to emotionally connect with your company. There is some nostalgia to things such as newspapers and radio, which can help you reach certain audiences.
With others reducing their traditional spending in various areas, ramping your up a slight bit might even the playing field. You’ll compete with fewer companies for limited attention. The fewer businesses advertising on a radio station, the more likely you’ll gain traction with listeners, for example.
Traditional Marketing Approaches Have Their Place
Knowing when and where to use traditional marketing requires attention to detail and trying out different methods until you find the one that works. Every company is different, and the ads that work for one might not for another.
Pay close to attention to results, try new things and reach out to your local audience until you become a household name. Through such measures, your brand will grow and your business will find success.