5 Offline Marketing Strategies For Your B2B Brand
Offline marketing can be pretty important for some businesses. For most marketers, however, online marketing takes the hot seat. And, I don’t blame them. The focus on marketing, in general, has shifted. Consumers have access to technology and internet. They are using that to make decisions. So, it’s not surprising at all that marketers are focusing on how they can use this to their advantage. Since most of their audience is online, reaching out to them there makes sense.
But, if you come to think of it, this shift in focus has been rather hurried. In other words, offline marketing suffered as a result of online marketing. Marketers had to drop existing strategies that focused on offline marketing to accommodate the needs of online. So, offline marketing sat on the back-burner. But, the truth is, offline marketing still has a lot of relevance. If you want to succeed, then you will have to integrate offline with online. You have to make the best use of everything you have at your disposal. And, that includes the opportunity to take your brand offline.
Depending on your business, you might have an audience on the streets. This audience does not know about you. Neither do they realize that they might benefit from using your product or services. If they are not looking for you online and do not know about you, how do you reach out to them, then? This is why you need offline marketing strategies. For B2B brands who do not come into contact with their audience often, this is crucial.
Of course, there are the traditional offline marketing methods like print, advertisements, radio, television. But those require a large marketing budget which might not be possible for all to afford. My aim is to make things easier and affordable for you. So, here are my top 5 offline marketing strategies that you can use for your B2B brand.
#1: Offline, Physical Branding
Branding is important whether you are offline or online. It grants you a presence and gives you visibility. We retain visuals more than text. So, physical branding is something that has a greater chance of sticking to our mind. The opportunities are there for you to take. Billboards are not the only way of branding. You can take a t-shirt and brand it. Then, you can mail it to all your customers. Make sure it looks good so that people do wear it outside. Now, you have got yourself walking billboards in the form of your customers who are showing off your brand and logo.
You can do the same thing with other objects too. You can brand pens, stickers, notebooks, anything you want and is relevant to your brand. The ultimate objective is to make the presence of your brand felt. More people should see your brand and come to know of your existence. Then, if they are interested they will go visit your website. It can be a great way of generating more traffic and getting new leads.
But, you have to keep one thing in mind: creativity reigns supreme. More so, when it comes to physical branding. The more unique your offline branding idea is, the better chances you will have to grab people’s attention. You do not need to have any presence beforehand to make an impact. You need ideas that will create that presence for you.
Most offline marketing strategies revolve around getting your logo and message out there. Sponsoring events and sessions relevant to your brand and industry can be a good way of promoting your company. It will also help you connect with people who might show interest in your brand later on. These events give you the chance of interacting with people 1:1. You can have meaningful conversations and influence people with what you have to offer.
Yes, you will be spending a major part of your budget to accomplish this so, do your homework first. Find out which events can be relevant to your brand. Then, try to see if any of your existing audience is attending it. This will give you additional clues to whether you will find like-minded prospects in that event or not. If there are, then consider sponsoring that event to garner more influence.
Alternatively, you can use your office space to accomplish something similar. You can host an event. Or you can approach event organizers to host one. Now, you can sponsor this event and also keep costs to a minimum by using your own space. But that’s something that is not possible for all businesses who do not have a large space to rent out.
Throughout the history of time, signages have been built to garner attention. It is supposed to advertise and inform people of a brand’s existence. Nowadays there’s a lot of talk about digital signage. It’s quite effective but very few businesses seem to take advantage of it. You should consider installing digital signages wherever you have a physical presence in the form of an office or showroom. It can open up a new opportunity to reach out to your audience when you are actively not engaging them.
You can create content and use images, and videos to grab their attention. Create a playlist and schedule it so that people get to see it. Maybe you can install it in your reception where potential prospects might be waiting. Since it’s a digital signage, you have to power to personalize the content depending on the user who sees it. This is the time where you can use online data to fuel your offline strategy.
If you don’t have a physical space then you can always rent one. Or you can look for relevant businesses who have digital displays that you can pay for and advertise. This will be cheaper than advertising on a billboard. And, if you do this right, you will be generating a lot of attention for your brand.
#4: Guerilla Marketing
Guerilla marketing is another name for experimental marketing strategies. It has the potential to make your brand the next big thing provided you have a unique idea. It can bring your brand alive and delight potential customers. There are no hard and fast rules for this so the sky is the limit. But, it is often seen that B2B brands avoid this kind of tactic. They feel that the B2B audience would rather want a brochure or a blog article.
But, that’s not entirely true. Everybody loves a good campaign and if you have a great idea then test it out. If it does not work then move on to something else. But you will never know until you actually put it to test. In any case, online marketing channels are narrowly constructed. They have their own nuances and you will have to cater to that. In a way, they constrict creativity and the ability to truly stand out. This is where guerilla marketing can help you shine.
#5: Business Cards
Go ahead. Have a laugh. Who on earth would have thought that business cards are still relevant, right? Well, if you think they are irrelevant then I have got nothing to do. But, they still have a lot of potential. And I am all for utilizing this potential. Business cards usually contain your company’s logo and other contact information. Plus, it’s not that expensive to print out business cards. So, all in all, this is a pretty low effort strategy.
But, the important part of the strategy is distributing these cards. Don’t just stop at giving out business cards while meeting someone or exchanging cards. Drop it everywhere. Leave it everywhere you get a chance. Pin it up on boards. Stick it up on walls. Leave them at restaurants. Your aim should be to make your brand visible.
Start Your Offline Strategy Today
Offline marketing is in a way just a method to boost online sales. And, I think that’s completely fine. As long as you get to increase your sales, you should be fine too. There are various cost-effective methods to boost offline visibility. A lot of that depends on the type of business you have and your audience. Offline marketing still has a lot of potential and it’s up to you how you want to take advantage of it to give your business the boost it deserves.