Billionaires like Elon Musk and Mark Zuckerberg sing the praises of a future virtual reality universe, where all social interactions, ecommerce shopping, and entertainment will be consumed through a headset.
Meanwhile, in the present, smart marketers know the truth. The real world isn’t going anywhere, and offline lead generation is still every bit as viable as digital – in fact, offline lead generation can perform even stronger, if you know your exact target audience in a specific geography.
In this article, we’ll share some helpful tips for generating leads offline, and – perhaps more importantly – turning them into paid sales.
Product Quality Equals Word of Mouth
You know how fast food burgers look really juicy and well-put-together in menu photos, but when you get them, not so much? ConsumerReports even ran an article highlighting these types of issues, visiting 7 different popular fast-food chains and comparing menu photos to what they actually received. The real-life results don’t exactly whet your appetite.
The point we’re trying to make here – don’t be like fast-food restaurants. When potential leads and consumers are able to see your products in-person, such as at trade shows, it’s a good reason to invest in quality materials. You don’t have the luxury of camera filters and lighting for product pages, so your products need to authentically look good.
Put Up Yard Signs
Whether you’re a local real estate agent or ecommerce company, put up yard signs to let people know about your products and what you can do for them. This is especially valuable if you’re a small business looking to build brand awareness in your community, instead of relying on online media to drive traffic to your business.
Custom yard signs are relatively inexpensive, and still a great marketing tool to garner customers’ attention. When combined with other physical marketing materials, like flyers and mailers, yard signs can significantly contribute to brand recognition in a local area.
Direct mail marketing is also still a viable advertising and lead generation strategy, and according to research by various marketing firms, direct mail can have response rates as high as 30%. This of course depends on a few factors such as your target market, your ability to produce concise ad copy and calls to action (CTAs), but direct mailing should definitely not be overlooked even in a modern era of digital marketing.
For example, say you run an ecommerce store with a variety of products – whether you’re a drop-shipper, reseller, or original manufacturer. You can create a physical catalog with product images and a QR code (create these using a QR code generator) to direct people to your website, and consumers will love the novelty of receiving something in the mail, rather than simply seeing an ad on social media or through emails.
Attend Trade Shows
Yes, you need to spend money on a booth at an event like showrooms or expos, but the potential to make a decent amount of leads and sales at a trade show is significantly higher than you think.
Your primary source of lead generation will come from booth visits, so the best way to maximize your ROI is to have a strong product display. It’s all about presence, so make sure you also bring swag for your sales reps to give away – it’s just common sense.
You’ll also want to schedule post-show product demos, to make sure you’re still fresh in potential consumer’s minds after they’ve visited other booths, and get their contact details to follow-up with after the event.
Final Tip: Track and Measure Your Offline Marketing Metrics
Just like you would track your digital marketing efforts, you need a solid way to track and measure the success of your offline marketing. It takes a bit of an old-school approach, but a few good methods for tracking offline marketing success include:
- Unique promo codes that are location specific, so you know exactly where your best leads are coming from.
- Ask customers where they heard about your business at the point of purchase.
- QR codes on flyers with unique link shorteners, similar to unique promo codes.
It takes a bit of creative thinking, but by blending digital with offline, you’ll be able to incorporate data from your offline lead generation efforts into your target metrics.
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