There’s no doubt that digital marketing is critical for any company. You can’t ignore the power of social media and how it lets you directly engage with leads and customers. Targeted email campaigns deliver results, while search-engine-optimized blog content and whitepapers can attract interested readers ready to become loyal customers.
However, as powerful as digital marketing is, relying solely on an online strategy can stunt a service-based small business’s growth potential. A more balanced approach with diverse marketing efforts is the key to thriving in a highly competitive marketplace. If you provide consulting, tax prep, web design, cleaning, and similar services at your small business, here’s how you can reach a wider audience and strengthen brand awareness by moving outside the digital marketing realm.
Limitations of Digital-Only Marketing
While you shouldn’t abandon your online strategies, it’s important to recognize the limitations of digital-only marketing. The overwhelming saturation of online content can make it difficult to stand out amongst the crowd. You’re vying for a limited amount of user attention.
Depending on your industry, your content may be up against thousands (or millions) of similar social media posts and online content. In some fields, the noise-to-signal ratio is alarmingly high, meaning there’s more “junk” content out there. Your message risks getting lost in there.
Even two-plus decades into the 21st century, not all target audiences are easily reachable online. If you depend on a local or niche market, there’s a good chance you may have a better chance of reaching your target audience with more traditional methods — print advertising or direct mail.
But perhaps the biggest limitation of digital-only marketing for small service businesses is the lack of human contact. For companies that sell physical goods, the product is the focus. With a service-based small business, you are essentially the product. Customers hire you to perform a specific task, and you can’t discount the value of building personal relationships. This can be exceedingly difficult with a digital-only marketing campaign.
Advantages of Traditional and Local Marketing
In the rush to take advantage of digital marketing, it’s easy to forget the value of old-school techniques. Here’s a look at how a few traditional offline approaches can provide the perfect complement to online content:
Direct mail
Direct mail offers a personal touch and high engagement rates, especially for local customers. By sending targeted mail, such as postcards or informative brochures, you can establish more personal relationships with customers and leads.
In-person events and networking
In-person events like trade shows or club meetings afford you the opportunity for face-to-face interaction. This not only lets potential customers get to know you, but it can also establish trust as you share your expertise. Networking at local events is also an excellent way to generate word-of-mouth referrals, one of the oldest and best marketing tools.
Print advertising
Ad placement in local newspapers or magazines can effectively reach your target demographic. It’s also a great way to target specific geographical areas. Print advertising is even more effective in locations where digital advertising options are limited. However, many publications now offer print and online advertising package deals, helping expand your reach in ways that a digital-only approach can’t.
Creating a Balanced Marketing Mix for Maximum Reach
Of course, you can’t ignore digital marketing’s impact in today’s world. The best approach is to strike a balanced marketing mix for maximum reach. The trick is to find the right balance for your service-based business in your locale.
For example, if a print publication has a strong readership in your targeted demographic, you might pair a digital advertising campaign with display ads in the local magazine or newspaper. Direct mail can be effective here too, letting your target audience know where they can find more information about your service, both in print and online.
Sponsorships and other local partnerships can also be effective. These arrangements help get your name out in the local community, with the option of pointing them toward your online presence. For example, a sponsorship might lead potential customers to visit your blog and sign up for your email list. The key here is to find the best way to reach your audience and then hook them in for more.
Diverse Marketing Efforts Increase Brand Visibility
As a small business owner, you have to work extra hard to reach potential customers. The deluge of online marketing campaigns tends to favor large businesses. And as a service provider, you don’t have the advantage of a physical product that buyers can evaluate and discuss online. Instead, you must find ways to let people know what your service can do for them.
In this milieu, you have to maximize any marketing opportunity available to you. Diverse marketing efforts, utilizing the best of the online and offline worlds, are the best way to increase brand visibility. For more insights into the state of sales and marketing today, follow MRINetwork.