It's no secret that businesses have focused their efforts on online marketing more and more throughout the years and have seemed to abandon offline marketing altogether, due to the rapid changes in technology, making it easier and more convenient for customers to interact with all types of businesses via the internet. It's an amazing thing, but it isn't always the best thing.
As potential customers of your membership website become more Internet-centric, it is easy to think that offline marketing can offer absolutely no merit to your membership business. However, just because online marketing is an effective means of marketing, this does not mean that it is the only option. Offline marketing can still be a means for building a membership site that is thriving and successful!
What is Offline Marketing?
Offline marketing is basically any type of marketing that happens off of the internet. This type of marketing for your membership site includes TV commercials, flyers, newspaper ads, radio ads, and more. As long as it doesn't involve the internet, it is offline marketing.
But how can offline marketing really help your online membership business?
It Makes You Human
When it comes to digital marketing, marketers always emphasize the importance of adding that human touch to marketing campaigns. This can even further be emphasized with offline marketing! Put yourself out there by going to trade shows, networking events, or sponsor a local event. This shows that you are out there interacting with the public and not sticking to the internet. It also allows people to look you in the eye, have a conversation with you or one of your employees, and get to know the people behind the membership business.
It Makes You Trustworthy
Speaking of making you human, offline marketing can also help you build the trust of your potential customers. If a customer sees you speaking at a marketing conference, hosting a local meetup with members of your membership site, or just taking time to share ideas and suggestions on how to go about starting a membership site, customers will see that you are truly knowledgeable about your business and can trust that you aren’t just some robot behind a computer screen
It Provides Balance
Marketing your membership business online can be overwhelming at times. Sometimes it's easier to do certain tasks without the internet. You don’t have to worry about losing internet connection, you can answer questions in guaranteed real-time, and you can better control how you mix and mingle with your customers. You don’t always have to focus on attracting online customers – there are plenty of customers offline that are interested in your membership business too, so it's a good idea to take both methods into consideration.
It Builds Genuine Relationships
Offline marketing is cool because relationships can be built naturally. If you meet someone at a networking event or speaking engagement, you have a natural starting point to build a relationship off of. You can sit down with them, learn their likes and dislikes, learn about their struggles, and talk more to them about how your membership business can aid them and/or their business. Sometimes it’s that human touch that helps make a sale and guarantees you a lifelong loyal customer. It is relationships like these that create thriving online communities, both online and off.
Don’t get us wrong, creating a membership site is never easy, and using online marketing is a very powerful marketing method to take advantage of. Thanks to online marketing, businesses now have new and cheaper ways to reach audiences all over the world. However, never forget that there are still many things to be admired about offline marketing. Being able to still embrace offline marketing and find that balance is honestly the best option for your business.
Do you embrace offline marketing? What are some tactics you use to help balance offline and online marketing?