How to Improve Local Business Awareness Online & Offline
For businesses of all sizes, there are now more marketing channels available than ever before. Choosing which channel works best for your company is an important decision. Remember, you should never limit your company to just one channel or campaign – diversity is the key to success.
Online marketing is today is bigger, better and continually growing. You should ensure that your business has a website that is mobile friendly, so that it can be accessed from phones and tablets without any loss of customer experience.
Social media platforms like Facebook, Twitter, and LinkedIn are vital for creating a conversation with your clients.
Your URL should be short and descriptive, so that it can be disseminated through business cards, advertisements, direct mail marketing materials, and other offline forms of advertising.
Sales, contests, and coupons
Sales and coupons are one of the most effective ways to build online and offline brand recognition. Launching a major sale or contest can be expensive, which is why you need to back your campaign across multiple channels. Use online ads in conjunction with print material, direct mail marketing, email marketing, radio and television to spread the word to your potential clients.
According to the US Postal Service, 79% of households read direct mail advertising delivered to their home. Every year billions of dollars are spent on direct mail. Even Google (the world’s largest online advertiser) uses direct mail marketing to attract clients.
Types of direct mail marketing
Direct mail marketing is a catchall term for a number of different materials that can be delivered straight to your potential customer’s front door including:
- Post cards
- Information packets
- Sales letters
Choosing your marketing materials
The material that you choose will depend on your business, your goals, and the demographics that you want to target. Part of the reason why direct mail is so popular and successful is because of the diverse range of materials that can be sent.
Another major factor that determines the nature of your direct mail materials is brand awareness. If you run a newly opened business your biggest struggle may be building brand recognition. Materials like pamphlets, brochures, information packets and advertorials are perfect for newer businesses, or businesses trying to expand into a new market.
Franchises and established businesses don’t have this issue. They already command a great deal of brand recognition from potential clients, so they can send more succinct materials like post cards, flyers, coupons, or letters.
Of course, if you are marketing a new restaurant then you would have a very different strategy, sending different materials than a general contractor. For example, you wouldn’t want to send out an information packet about your restaurant, but you would if you built specialty decks.
Direct mail marketing is customisable, and can be used to meet your personalised business needs, but it is also flexible in the customers it targets. With a direct mail marketing campaign that incorporates website and social media marketing initiatives you will reach people from all demographics, in different regions, neighbourhoods, backgrounds, income levels, and other more specific metrics.