October 23, 2020

Taking Small Business Marketing Offline in 2021

While digital marketing is always incredibly important, there are ways to market your small business offline, even in 2020

Selling your small business in 2020 likely involves digital campaigns. COVID is one reason for this, but it isn't the only cause of the online marketing skills being so in demand. That said, there are several excellent means of marketing offline for small businesses. In this article, I'll talk about two to keep in mind.

Guerrilla Marketing Can Work Offline for Small Business Marketing Needs

We've spoken about guerrilla marketing before, and it is crucial to keep in mind the needs of marketing services. Small business marketing in guerrilla methods can take several forms, as this HubSpot article from Amanda Zantal-Wiener is useful. One form of offline marketing I've noticed recently is very related to the 2020's world: brands and slogans on masks. It is eye-catching and can bring attention to your business in a way that would have been unthinkable in 2019. It's looking for those simple but powerful and creative ideas that can work wonders for a small business on a shoe-string budget.

Snail Mail Still Can Be Successful if Used Properly

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Sometimes a well-written and utilized direct-mail campaign can be an incredibly effective way to keep in touch with your customers. Unlike email marketing campaigns, you can't track who is responding to a snail-mail campaign. But Elise Dopson at Lucidpress has a great argument for the advantages of snail mail offline as a small business marketing campaign.

As Dopson explains, direct mail is a physical reminder of your presence, something that might be more important than ever in 2020 when people are far less inclined to leave their homes without reason. There is also a nostalgia for direct mail. Studies have shown that people still get excited about getting mail. It feels more personal.

The number of direct mail campaigns has fallen dramatically means there is less clutter than in your email inbox. Direct mail might not be what it used to, but it is still a good way to keep in touch with your clients and associates.

In summary…

Two offline marketing techniques your small business can use are:

  1. Guerilla marketing is a great way to keep your brand alive in 2020, a different kind of campaign that people might find innovative if done well.
  2. You can still use direct mail campaigns in 2020, and they can give people a tactile reminder of what makes your business special. These campaigns aren't for everyone, but they might be a good means of marketing your small business offline.

About the Author

Brian Cairns, CEO of Prostrategix Consulting. Over 25 years of business experience as a corporate executive, entrepreneur, and small business owner. For more information, please visit my LinkenIn profile

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