Don't Forget: Marketing Also Works Beyond the Screen
Everyone's fighting for attention online. But the real competitive advantage? It might be waiting for you offline.
Hey marketer! đđ»
Weâre in the middle of December â the craziest shopping season of the year. Every one of us is receiving more sales emails than weâd like. And itâs increasingly naive to expect that your email will stand out in that flood.
Internet users these days are like prey during hunting season. Bombarded with ads from all directions. And honestly â not just now. The more money flows through online marketing, the harder it gets to reach customers. The human touch and personal approach are fading away.
It's so easy to launch an ad and wait for sales. But when everyone does it, it's like shouting in a crowd â nobody hears you. That's why today I decided to remind you that there's a world beyond the internet. And we shouldn't forget about it.
First, Take Care of the Customers You Already Have
Before we dive into marketing activities âout there,â we need to realize one fundamental thing. Marketing can bring in customers, but you have to keep them with quality service. Thatâs why itâs essential to first focus on how you take care of customers â meaning the sales process or service delivery.
Even the best campaign wonât help when:
A customer waits a week for an answer to their question
The courier throws the package over the fence
Your e-shop doesnât clearly show when the goods will arrive
Nobody picks up the phone
Focus first on making the whole process run smoothly. From first contact to delivery. Only then does it make sense to attract new customers.
Sometimes I test my own clients to see how quickly they respond on the customer chat they wanted to add to their website or e-shop. Some respond quickly, some completely ignore my messages. Itâs good to do this kind of unplanned mystery shopping on your own project too.
The World Out There
While everyone is fighting for attention on the internet, the offline world offers plenty of opportunities. Especially if you operate locally. Here are some ideas on how to connect online and offline:
Host a workshop or lecture for your customers
Participate in local markets and events (be visible)
Offer personal consultations
Create something tangible â like a printed catalog or magazine
Collaborate with other local businesses on joint events
Actively use your store or showroom if you have one
You Can Measure Offline Too
âBut how do I know itâs working?â you ask. Offline marketing can be measured too. For example, you can:
Use special discount codes for different offline events
Create unique landing pages on your website for offline campaigns
Ask customers where they heard about you
Track increases in traffic/sales after offline activities
The Human Approach Pays Off
Big e-commerce sites and platforms canât give every customer personal attention. But you can. And thatâs your advantage. Add a handwritten thank-you note to your package. Call an important customer personally. Invite people for coffee at your store.
These are things big companies simply canât do. And thatâs exactly why they can be your competitive advantage.
Summary
Marketing isnât just about numbers and data. Itâs primarily about people. And they live real lives outside the internet. Try to keep this in mind when planning your activities. Sometimes one personal meeting can have a bigger impact than a week of running ads.
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How do you combine online and offline activities? Let me know, Iâm curious.
See you in the next article! âđ»
Jan Barborik
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