Growing Your Business Through Digital And Offline Marketing Tools

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Growing a business is one of the toughest and yet most rewarding things that anyone can achieve. The best way to build your company up is through a comprehensive marketing campaign, but that is easier said than done. Depending on the type of business you are running your knowledge of advertising could range from zero to expert, and that is something that makes running a marketing campaign tricky.

However, there are answers for the average business owner out there on how to improve their brand and we are going to look at some of the ways you can do so.

Digital Marketing

The first area of marketing we are going to look at is through the lens of the digital landscape. A company that is interested in improving business or branding opportunities in the modern-day will need to have a digital plan in place and that will include the sections that we have outlined below. The digital world shouldn’t just apply to your marketing team, but it will be a significant chunk of the time they and you spend on your advertising.

  • Search Engine Optimization (SEO)

SEO is the process of making your website have greater visibility online, primarily that will be through the organic results of search engines. The idea is that the likes of Google and Bing have set algorithms that determine how web pages are ranked in their searches, and you need to design your website to ensure that it features these metrics. There is a wide range of possibilities when it comes to perfecting your SEO, and it is actually arguable to say that you will never get it 100% spot on because of the evolving nature of search engines. As much as you are trying to increase your business’ market, so too are the search engines.

Some of the basics that will come in helpful include ensuring you have the appropriate keywords on your website and high-quality content. The first relates quite literally to the words and phrases that are unique to the industry that you are operating in and are likely to be searched in relation to your products or services. For example, a pest control company will need to ensure that they have the names of household pests that are going to be searched by potential customers alongside control.

High-quality content is a little more of a broad topic to broach and will take more time to get right. The point of having high-quality content on your website is so that you encourage users to firstly dwell on your site, but also so that the search engines can assess how relevant you are. They will do this via the previously mentioned dwell time, but it will also be built on how users interact with your content. This is one of the main reasons many websites are turning towards video content, it tends to get the highest amount of engagement and send the message to search engines that your website is meeting the demands of their users.

Photo by Templune from Pixabay

  • Social Media

When it comes to the modern world of business, if you’re not able to make the most of social media then you are somewhat behind. The reason for this is that everyone and their dog (or cat) is on some form of social media. Now, it is important to take a pause at this point because there is a tendency to overdo social media as well, a sort of overcorrection if you will.

When it comes to a social media marketing campaign, you should approach it in the same way that you would traditional media and web advertising. While there may be a time in the future that you will be able to use all of the various social media channels, the truth is that you are unlikely to need them all right now. Instead find out where your core demographic are engaging with social media content and find a way to reach them directly. While you can use sponsored posts on places like Twitter and Instagram, you are better off continuing with an organic approach.

Once again, content is going to be king. While videos will garner much more attention and engagement than just a normal post, that isn’t the only way to make the most of social media and you could be accused of spamming if you post too many. In this day and age, users are comfortable with companies utilizing things like memes and pictures to improve their social media posts and they tend to get a greater level of interaction through this type of content. Words alone will not help you build a social media account from the ground up, but it can be done with the odd picture.

Offline Marketing

As important as promoting yourself through digital tools is, the world still exists offline. And that is why it is essential that you are prepared to demonstrate your company’s positives to people still using traditional media and face to face. There will be more familiar ideas when it comes to offline marketing, and that is a good thing. You will find here some of the methods that have been used for decades and that means you have a lot of trial and error that has gone before you to learn from.

  • Events

We are going to start our look at offline marketing by addressing events that you should be attending. These will tend to be specific to your industry or the product that you’re selling. Conventions have been around for a long time now, but their popularity has grown exponentially in the past few years – in part thanks to the ability to organise through the internet. You will likely find that regardless of what you’re selling, there is an event out there for you pitch your tent

Success at these events will come down to you and your best sellers, but also your branding. This is an opportunity for you to target directly your core market and that should be met with the best selling that you have ever done. Think of interesting ways to draw attention to your location at the event, whether that is by demonstrating your product or through giving away freebies. So long as people are coming to you, there will be potential to sell, build relationships, and promote.

  • Traditional Media

The final area of marketing that we are going to look at is possibly the oldest kind aside from word-of-mouth. Traditional media formats are still going strong, despite their long predicted death. Now, the aim when it comes to promoting through these channels is very similar to the ones discussed above with social media. This is partly due to the fact that the digital techniques have been heavily borrowed from the traditional formats.

While newspapers and leafleting are both popular types of marketing for someone trying to do the traditional media route, an area that you should prioritize is that of specialist magazines. These are publications that are targeted directly at the market you are keen to attract and therefore are ideal for your advertisements. However, something you should also encourage is for these titles to approach your business for interviews and giveaways. The more you can create a partnership with magazines that sell directly to your industry, the greater the chance you will have of reaching the demographic you so strongly desire.

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