Creating a robust digital marketing campaign today is a challenge, though not due to a lack of resources. On the contrary, companies have more options at their fingertips than ever to create online marketing strategies. The real struggle lies in knowing exactly which ones to use and how to incorporate best practices with innovative techniques that garner attention. One way businesses are learning to adapt and stand out in the online realm is by taking the old-school approach.
Traditional marketing can help companies improve their marketing efforts by leveraging historically proven tactics to stand out among online competitors.
Direct Mail
In the era of mass email marketing, direct mail can really stand out. People have grown unaccustomed to receiving clever marketing materials in the mail, and if your company plays its cards right, it can stand out by offering a tangible advertisement to drive traffic to its business.
A 2019 study by USPS found that millennials are more likely than Gen Z and Gen Xers to take action based on direct mail marketing. This means, if you’re advertising to this generation, you have a better chance to stand out and convert, especially if you’re a local business that offers services to members of your community.
Tip: Consider including special offers like coupons and QR codes that encourage people to interact with your direct mail and put it into practice.
Phone Calls
This may not work for every business, but phone calls give the right companies a chance to personally engage with prospects in a way that digital marketing can’t. It cuts through the noise and immediately encourages a sense of connection through human interaction.
If you want to make this a bit more modern, consider SMS marketing. Just like you gather emails for leads, you can collect phone numbers and let people opt in to receive text messages.
Modern businesses can even leverage texting as a way to offer faster, more personalized customer service solutions.
Radio Advertisements
People may not turn on the radio as much as they used to, but streaming is a multi-billion-dollar industry. Radio advertising ROI is about 6:1, meaning a company can earn $6 for every $1 it spends on radio ads.
With this in mind, consider your audience’s favorite podcasts or music streaming platforms and how you may reach them in a unique way. Time to come up with a catchy jingle?
Signage
That’s right, you can still promote a business the old-fashioned way! Signs help businesses stand out, whether they’re directly on the company’s property, on billboards, or local advertisements around the city. Many guerrilla marketing tactics involve using eye-catching signs with bold statements or visuals that make people stop and want to know more.
Remember to tie your signs with something that captures leads, like a QR code if they’re promoting a digital business or offer. Regarding physical properties, ensure that signs are bright, on-brand, and clearly communicate your audience’s desires by highlighting key product features or benefits.
Tips for Success
Marketing often requires a coordinated effort across various channels to get your message across. It’s important to consider your audience at every touchpoint. In other words, how will the same message translate differently in unique mediums? You might find that direct mail gives you a chance to create a more visually appealing, targeted promotional material than a typical digital ad.
Another tip to succeed is to diversify your ad spend. Rather than pouring everything into the same digital measures, consider trying new tactics with a quarter of your budget and measure the return on investment (ROI).
Finally, be sure to establish clear marketing goals and key performance indicators (KPIs) before you launch any new marketing tactic. This is the easiest way for you to measure the success of each technique, ensuring you don’t overspend on measures that aren’t effective for your business.
The Bottom Line
Traditional marketing has changed rather than faded out completely over the years. Now, it often complements digital efforts to help brands strengthen their image and boost visibility. When you’re thinking of new ways to market your business, don’t rule out the value of traditional marketing tactics. Contact My Marketing Department for a free consultation, 727.888.1200.