We take a look look at how offline marketing can give you a head start promoting your business.

For many tradesmen, a lot of work is likely to be repeat business. This can be from satisfied customers as well as word of mouth recommendations – which is great! But what if things slow down, or you move to a new area where you’re not known? What if you simply want to get more business? If so, you’ll need to find another way of promoting your business.

In this set of articles,  we look at the slightly less glamorous world of “offline marketing”. As a companion to our “Digital Marketing” series, this series jumps into the world of merchandise and giveaways.

What is traditional marketing?

These days, for businesses of all sizes, an enormous amount of marketing is digital marketing. Digital marketing goes by many names, including online marketing or web marketing. We look at promoting your business with Digital Marketing in a separate series of articles, including Twitter, Facebook, Email and TXTing.

So, what exactly is traditional marketing? It covers a wide variety of marketing activities, a lot of which pre-dated the internet. It includes leaflets and flyers, merchandise, shop advertising, newspapers, signs, clothing and business cards.

The costs of promoting your business using traditional marketing need not be prohibitive, and it can be a great way to grow your business.

Why use traditional marketing?

One of the great things about digital marketing is that it’s quick, you can cover a wide geographic area, you can reach a lot of people and you can measure how successful it is. These are all really positive, but digital marketing needs some knowledge of the internet, and confidence to take the plunge.

Traditional marketing is a bit more familiar. It feels a little safer, and you may feel more in control of it. It’s great for targeting a local community, whether this is a town, village, sports club or society. If you only work in an area close to home, traditional marketing may work very well for promoting your business.

It’s also worth considering the people you want to get your name out to – your target market. If, for example, you live in an area that doesn’t have great internet access, or the people who live there are less confident internet users, traditional marketing could well be the best route for you.

Featured articles

There are quite a few to consider, and in this series of articles we’ll look at a few of them, just to get you started.

Business cards – Quick, cheap and easy to hand out

Leaflets and Flyers – Ideal if you want to say a little more about yourself

Merchandise – A nice way for people to remember you, particularly if you’re likely to work on a repeat basis

Newspapers – Great for finding lots of people, without worrying about delivering pieces of paper

Outdoor signs – Ideal if you’re on site for a few days or weeks at a time, but more expensive to produce

Shop Advertising – A great place to get your ad in front of local people

This series is just an introduction to the topics. Once you’re comfortable with the basics, we’ll look at some of them in a little more detail with advanced tips and guidance for promoting your business.


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