Business Coaching Blog
The marketing beachhead
Monday, May 15th, 2017
I spent some time discussing marketing with a client recently. He runs an IT support business and is facing the challenge of breaking out of the referral beachhead. All growing businesses need to do this to grow beyond the few customers that know and trust them. They need to develop their marketing story and the process to deliver it to the right people at the right time to generate new opportunities.
My client is a techie and what some people would call a digital native. He met my suggestion that he prospect and leaflet drop around his existing client locations with an incredulous “Do people still do that?”
I assured him they do and that, done well and persistently, it still works. I wasn’t suggesting that he stop his digital marketing efforts.
Here are some thoughts on offline marketing from Garrett Peterson:
Tips To Build Your Business Through Offline Marketing
Thanks to smartphones and other devices, we’re more plugged in today than ever before, and the way in which we reach out to potential customers has changed to reflect that. Digital ad spending continues to rise, and it doesn’t show any signs of slowing down. Because the Internet puts us in touch with our customers and soon-to-be customers from virtually anywhere at any time, it’s tempting to believe that there is no better way to connect with them than through the digital realm. But even though so much of what we do today takes place in virtual reality, there’s still something to be said for more traditional, offline marketing techniques.
Offline marketing retains an appeal that can’t be matched in digital media, because of the personal and tactile aspects that can’t be duplicated by online sources. For example, a good, old-fashioned business card is something that potential customers can hold in their hands and keep in their pockets or on a bulletin board, even though it won’t reach as many people as a viral hashtag would. A well-crafted tweet can put your brand in front of a lot of eyes, but a promotional item with your name and phone number on it is something your customers are far more likely to think about. Because, they can’t take notes with a tweet or wear one when they’re washing their cars.
Another example of how offline marketing can be superior to online marketing in certain situations is when it comes to presenting yourself as a thought leader and building credibility with customers. You can gain a lot of attention for yourself and your business with an insightful blog post that has the potential to reach millions of readers. Yet taking the stage in front of a few dozen people at a conference or trade show gives you the opportunity to make face-to-face connections with those people. Ultimately, this can result in deeper bonds than those created by a blog.
Creating goodwill in your local community can be extremely valuable for any business. Digital marketing can serve as a good way to build awareness of your brand in a lot of situations. However, it can’t deliver the same benefit to the community as you can by supporting a local youth sports team or sponsoring a community cleanup effort, for example.
These are just some examples of how offline marketing can remain relevant — even in today’s hyper-connected, digital world. Online marketing can be powerful for any business, but it’s only one tool in a marketer’s toolbox. Relying on it exclusively may result in a business inadvertently leaving customers behind. For more ways to boost your business through offline marketing ideas, check out the following slideshow to make the most of your business’s presence in the real world as well as the digital world.
Author bio: Garrett Peterson, Vice President at Downtown Decorations, has been working with the company since 2003. His father, Ted, established the company as a small holiday décor business. Now, after years of growth, Downtown Decorations is a premier provider of decorative services with a portfolio spanning projects of all sizes around the globe.
Breaking out of the marketing beachhead is part of the Systemisation process that helps business owners grow their business beyond themselves. If you’d like to find out more then registering for this event might be a great first step.