Every successful entrepreneur knows how important marketing is for the success of the company. Without advertising their business to an audience, they are not reaching the clients they need in order for the company to thrive. However, many business people make the marketing mistake of focusing only on the digital approach because everything is apparently happening online these days. That is not quite true and in doing so, they are missing out on a huge chunk of their audience that doesn’t have an online presence. On the other hand, some brick-and-mortar businesses only rely on traditional marketing and are thus not reaching the potential customers that are not local to their area. Therefore, using both approaches is essential. Keep on reading to learn more about the importance of combining offline and digital marketing.
Reaching a wider audience
First of all, as we already said, combining offline and online marketing methods can help a business reach a much wider audience. For instance, a local second-hand shop might be handing out fliers in its neighborhood and someone from a different part of town might be interested in their products but is not aware of their existence because they haven’t stumbled upon an ad on Instagram. It works vice versa as well. Perhaps a plumbing company is focusing only on its digital efforts and using mainly Facebook and Instagram to advertise their services. That means that they could be missing out on all the people that don’t use these platforms but are in need of a plumber. This is why it is also important to put an ad in the newspapers, on the TV and even put their name and logo on a mesh banner sign that will catch the eye of pedestrians and drivers that pass it by. With all of this in mind, it’s easy to see how diversifying a marketing strategy can be good for businesses.
Complementing each other
In addition to using various channels to reach more people, combining these methods is also good because they complement each other well. For instance, a well-developed digital marketing strategy can often reach places that traditional marketing cannot. By focusing on local SEO, companies can guide people in their area to their store simply by being near them in their time of need. It’s not uncommon for people to find themselves in an unknown area and look online for the closest store. If done properly, a simple Google search can lead to a conversion. On the other hand, traditional marketing can also boost one’s online traffic. Putting a name and web address on a flier might encourage someone to check out a business’s website when they get home and even purchase something.
Making the budget more cost-effective
The budget is oftentimes a big obstacle for small businesses when it comes to marketing. However, if they opt purely for pay-per-click ads in terms of digital marketing, they might not have to pay that much but will still be visible online. They can invest money in their offline methods and if they see that their online efforts are paying off, they can redesign their budget and dedicate a bigger portion of it to digital marketing. Seeing as how there are many tools to measure the success of a digital marketing campaign, it should not be a problem to see whether money is being wasted and what areas can be improved.
Each approach has its benefits and it’s important for entrepreneurs to realize that combining them will bring the biggest profit. Therefore, running ads on social media platforms and implementing SEO practices needs to be complemented with TV, radio and newspaper ads as well as billboards and fliers.