Small business owners should be aiming towards an overall marketing and advertising campaign that involves both online and offline programs. 

 

We are going to run you through some of the ways that you can advertise your small business offline. Below we have answered some common questions in regards to offline marketing programs and we have also listed some great ways to advertise yourself offline through various forms of media.

 

►How do I track my offline marketing campaigns?

 

With offline marketing, its important to keep a close eye on what you are spending and ensure you are tracking your results as closely as possible. This can be difficult but none the less can be achieved if you stick to your advertising budget and monitor what business you are receiving from any new campaigns that you take part in. A good way to do this is to always ask your customers how they found you and to keep a record of this information or you can run one program at once to ensure you an track it's progress.

 

►What do I look for in an offline advertising program?

 

Basically you need to ask as many questions as possible and ask the advertiser to provide statistics and proof of what other advertisers have achieved through their campaigns. Request to pay as you go so that you can track your campaign and never sign up for long term contracts until you have seen results. In today's market I would even go as far as not paying for anything until I have proven results for my business. This ensures your advertisers are doing their job; advertising your business and sending you new clients. Afterall that is exactly what you are paying for.

Be tough; No Results = No Pay.

 

►If I am sending mail outs to my clients how do I know if they are working?

 

With all of your advertising material, including mail outs, it is wise to 'split test' your material. Send out two different letters or flyers and then you can decipher which receives the best response.

 

►How do I write my ads?

 

With any advertising material, online of offline, you must master the art of writing good copy. Your aim is to sell your product or service though you don't want your material to read like one long sales pitch. There is a fine art to mastering writing good copy and this is something you can learn through a step by step process in our Ebooks.

The idea is to be honest within your writing and don't try to write in a way that does not reflect your personality. Be yourself and tell your clients how you really feel about your product. This is an excellent way to start writing your copy. But always remember, it's all about your clients and what they want, it is not about you and what you have been doing over the last week!

 

►How do I market myself for free offline?

 

Word of Mouth Advertising

 

The only way you will receive excellent word of mouth referrals from your customers is by offering each and every customer a great buying experience. Take care of your customers and they will take care of you and it will cost you nothing.

 

Networking

You can search for local business networks in your community that will allow you to meet some great people and advertise yourself for nothing. Being involved in local sporting and community organisations is also a great way to get your business and yourself known in your community and they are a great place to network.

 

Press Releases

 

If you can gather a list of contacts across a range of media types (newspapers, magazines, TV Stations and Radio Stations) in your area or within the genre of your business, you can easily construct your own PR campaign and keep the community up to date with anything fabulous that is happening at present with your business. A great site for learning how to write your own PR campaign is Publicity Insider. Bill Stoller has some great tips for writing your PR campaigns so check it out and get started today.

 

Cards and Flyers

There is nothing wrong with 'accidently' dropping your cards and flyers everywhere all over town! Leave your details at the local supermarket, your favourite coffee shop, on community notice boards, libraries, sports clubs, prints shops, sports clubs, doctors surgeries, day care centres and anywhere else that you can think of. Pass your cards around at every opportunity and you will be suprised at the business that can arrive from simply getting your name out there.

Quick home made flyers are also a great way to test a market or product before you spend a lot of cash on expensive advertising.

 

Key Note Speaking/Training

 

You may not think that you have anything interesting to share with the community or the country but you just might and there may be some great speaking or training opportunities that you could be apart of within your community or within your business sector that could help you advertise your business and possibly even offer you some extra revenue for your time and expertise.

 

►What are some Paid for Offline Marketing Ideas for my business?

 

Print Directories

 

The good old fashioned Yellow Pages is still a trusted source for finding a business in your local area. It pays to be listed so sign yourself up today.

 

Sponsorship

 

Can you sponsor a local sport team? Most sporting or community hobby based organisations whould be able to forward you  some kind of sponsorship proposal. If it's feasible this can be a great way to advertise yourself. Do some research in your local area and see what you can find in the way of sponsorship.

 

Snail Mail

 

Mail outs to your clients on a regular basis in the way of personalised direct mail letters that keep your customers up to date is a great way to show your appreciation for their loyalty and to keep you fresh in their minds. Mail merges are easy to perform using a program as simple as Microsoft Word. They can be a quick, easy and inexpensive way to advertise your business and say a friendly hi to all your loyal customers. You can even create a simple flyer with something like Microsoft Publisher that you can mail to your clients.

 

Newspaper Advertising

 

Advertising in the newspaper can be a great way to get business... but is better reserved for when you have something particular to advertise like a sale or a deal. I advise that you write the ads yourself and write something that sells not something that looks pretty. Advertise a deal not a service.

 

TV and Radio Advertising

These options may not be as expensive as you think. Do your research, establish your target market and choose a station and time slot that will see your ads being heard and seen by exactly the market you wish to sell to. Again advertise a deal not a service.

 

Trade Shows

 

This is a booming industry these days and there is a trade show for every type of business. If you are looking to grow your business as well as do some market research as to what your competitors are up to then trade shows are the way to go. Visit Biz Trade Shows and see if you kind find a relevant trade show near you to sell and advertise your products.

 

 

Marketing yourself offline will depend on your capability to literally hit the pavement and get amongst your community and take advantage of every advertising opportunity possible.

 

Our Ebooks will help you organise a great offline marketing campaign and walk you through how to get started. 

Don't forget to Ask Heidi about how to create a killer marketing plan and implement it!

 

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