Traditional marketing you still need in 2020
With so many businesses moving away from traditional marketing methods like PR, newspaper adverts and radio in favour of the effective digital marketing tools, this could actually be a good opportunity for your business. With the traditional marketplace being less and less crowded, it can be easier to stand out than in the complex digital world.
We're not saying you should stop all digital marketing - far from it. A mix of traditional with digital can be far more effective than digital on it's own though, which is often forgotton by businesses planning their marketing strategy.
We've made it easy for you to look at which traditional marketing methods to use in 2020, to make the most from your marketing campaigns:
You might have heard the phrase that everything old becomes new again – this is starting to happen with direct mail. Consumers are so bombarded on every digital platform that it’s getting harder and more expensive to reach and engage them. In contrast, personalised direct mail is beginning to pick up traction, as it is currently a less crowded marketing avenue.
Recent studies show that direct mail’s response and conversion rates are growing, so this is the time to get involved. The average working person gets 121 emails every day – and how many letters do you think they get? With the levels of personalisation that are now easily achievable, and the crowded email inbox, it’s no wonder direct mail is making it’s comeback.
With some thought, effort and personalisation, your next direct mail campaign could give you a hefty ROI. Read how to power up your next direct mail campaign.
We talk about the power of networking until we’re blue in the face, but that’s because it works! For example, BNI is a global networking company with over 12000 members in the UK alone. Over the last 12 months, members passed £527million of business to each other – now isn’t that worth getting on board with?
Creating genuine contacts who will refer business to you isn’t too hard to do, and you don’t have to be a social butterfly to do it.
Face to face
Similar to why networking can be so great for your business, other methods of face to face marketing are still one of the most productive marketing methods available. Consider setting up meetings, exhibiting at events or taking speaking opportunities as great ways to get the ball rolling.
Today, trust is a key factor in consumer’s buying process. With so many options available and the rise of scams, fake news, and fake reviews today’s consumer relies more and more on trust and personal referrals to make their decisions. Capitalise on this and get your salespeople in front of potential buyers!
Not just any old leaflets though! This is a great way to highlight your company as ethical and caring by using recycled paper and highlighting that on the design. It’s not necessarily right for every company, but with the huge surge in care for our planet consumers are likely to make the ‘feel good’ choice of a company that cares about its footprint.
There’s also something to be said for having offers printed physically and handing them out to compliment face to face marketing. If you’ve thought carefully about what the offer is, then the consumer is likely to keep that offer until they use it, which will keep your brand at the front of their mind.
There are so many display solutions around today for all budgets and tastes that if you are in retail it’s worth looking into! Whether you’re promoting a sale or specific item, or you just want to generally attract more customers, consider using window sign systems, wall frames or acrylic stands etc. to create an engaging and enticing display.
This also works to compliment face to face marketing if you are at an event or conference. The idea is to gather as many leads as you can to follow up afterwards, so having an attractive stand is really key.
Targeted print adverts
It’s true that print adverts are expensive, but with more and more newspapers evolving into digital entities it can still be worth it. Although it’s likely the combination of the digital version’s popularity on smartphones, combined with the traditional newspapers, it’s still worth getting adverts placed. It's a good idea to look for magazines that are specific to your target audience. There are so many publications today that you’re bound to find a specific one whose readers are primarily your target market. The more niche, and the more relevant to your business, the better.
Ultimately you need to do what will give you the best return on investment, no matter what we say, but maybe don’t abandon the ‘old’ marketing ways just get in favour for an all-digital approach.
A mix of both is usually your best bet, the key is measuring what works for you and doing more of it!
If you’re interested in learning about marketing strategies for small businesses, and how to decide on your mix of traditional and digital marketing techniques why not visit the Northern Business Expo on 17th & 28th March 2020? It’s free to attend and you’ll find a whole range of experts and masterclasses to answer all of your questions. It’s also the biggest business event in the North of England so you’ll be able to give your networking muscles a good workout while you’re there! Just get your free ticket online today!