How To Marry Your Offline Marketing Strategies With Your Online Marketing Efforts

Because so many people make use of the internet for basically anything you can think of, the offline side of marketing efforts is often overlooked. While the use of the internet for putting your business out there guarantees global reach, and visibility, there are many other tactics you may want to try that can give you an added push and of course, be profitable. Making physical connections with people is a vital part of the business building process, and should not be side-stepped when trying to grow your business.

In fact, combining offline and online strategies, produces the perfect marriage of forces to drive your business forward.

Make Use of Trade Shows and Expos

You can actually search online to see which trade shows related to your field of business you could take part in. You could split the cost of a display space with another business to minimize your costs.

Even if you decide not to exhibit via a booth or table display, you need to be prepared so that you can garner leads through this medium. Making use of print media through flyers and business cards which you can personally hand to patrons, is a great step toward building your network.

Volunteer for Local Projects or Causes

Making yourself visible in your community is an excellent way to put your business name out there and get noticed. When you share your knowledge base with others, while giving of your time in local charities and events, this certainly helps boost your visibility. It fosters their trust in you, boosts your credibility and gives you a business edge.

Utilize the Press

There are many local talk shows, whether on the radio or on television, who’ll welcome the opportunity to interview local entrepreneurs. Do your research to find ones which air at a time when audience reach would be greatest and also has good viewership or listenership. This is your opportunity to introduce a lot of people to your business, so represent yourself well and really sell your business and you’d be surprised how well leads are generated from this method.

You can also make use of the printed press. They are also usually very open to doing write ups on local entrepreneurs, providing background information and of course, your business information. This is an excellent opportunity to direct attention to your online business and create further traffic.

You may also choose to pay for advertising slots in local papers if you determine that reaching their target audience will also translate into reaching yours as well.

Leveraging Networking

Making connections with other business owners through associations or other groups gives you the distinct advantage of being able to make valuable business contacts. Having a direct link to these movers and shakers in the business world and being able to reference them, with their permission, in your business transactions, will give your credibility an added boost.

The Bottom Line

You need not invest all of your time and efforts solely into internet marketing. Some of the greatest impact that has been made by successful businesses is through person to person contact. When they see you as not just a virtual entity but as a real individual behind a business, it really helps to make an impression and every business needs to cater to the different types of customers out there.

You also don’t need to think of this method as a replacement for internet marketing. Rather see it as a beautiful opportunity to support and create synergy with what you’ve already been doing. Having a foot in two doors is much more prudent than limiting all your lead generation prospects to a single method or platform.

The 7-Point Smart Solopreneuer Social Media Checklist

90 percent of businesses say social media is crucial to their marketing. But the point is, are you doing yours right?

In a world where (according to an Adweek study), over 90 percent of businesses say social media is crucial to their overall marketing strategies, solopreneurs arguably have the most to gain and lose via social networks.

Sure, those platforms often have a reputation for being total time-sinks or wastelands of marketing ROI. But savvy solopreneurs understand how to use platforms like Facebook, Instagram and Twitter to spread the word about their businesses. In many cases, these same solopreneurs are growing those businesses and bottom lines without spending a dime.

But, when you're using social media to pursue networking opportunities or seal the deal with new customers, how do you know whether you're using your time wisely or merely spinning your wheels?

Fear not. The following checklist is a guide for solopreneurs looking to pinpoint their social strategy and use their time on these platforms wisely, to build their investment in their business.

1. Pick a primary channel.

Simply put, you need to decide on a single social channel that's going to command most of your attention. That's not to say you can't focus on both Facebook and Instagram, for example, but trying to be in multiple places at once will inevitably burn you out.

For many solopreneurs in the B2B space, Facebook is the number one channel to focus your efforts. There's a good chance that your clients and customers are already connected to the platform in some way, shape or form, especially considering that users spend an average of 50 minutes on Facebook per day.

Niche businesses, however, are booming on Instagram, especially those within B2C industries such as fashion and beauty. Growing and monetizing Instagram followers is arguably easier than ever; meanwhile, Instagram has one of the highest average order values via ecommerce, at $65 per order.

When in doubt, you can pick your primary channel by answering one simple question: "Where are my clients and customers hanging out?" If there's a clear answer, then you know where to start.

2. Don't spread yourself too thin.

Despite popular belief, you don't need to be active on each and every social site. In fact, there are no "must-have" networks for solopreneurs, truth be told.

But, think about it: There's absolutely no way you can effectively manage a presence simultaneously on Facebook, Twitter, Instagram, Pinterest and LinkedIn by yourself. If you try, you'll neglect at least half of your social sites.

Solopreneurs have two options when it comes to attacking the various social channels available.

• Pick a primary channel coupled with one or two secondary channels (for example, Facebook, Twitter and LinkedIn).
• Focus on a primary channel while using a social automation solution to help push content and maintain a presence on secondary channels

For example, apps such as Buffer and Sprout Social allow solopreneurs to curate and queue content to their social network of choice without lifting a finger. While such solutions do require a monetary investment, they allow your brand to be in multiple places at once, so to speak.

3. Never stop networking.

The old adage, "Always be prospecting," rings incredibly true for today's solopreneurs on social media.

There are seemingly endless opportunities to connect with new clients, win over customers and share your business's content all at once.Private Facebook groups based around your industry represent potential gold mines of new business. Likewise, sites such as LinkedIn put you on the same level as CEOs and industry bigwigs.

4. Position yourself as an influencer.

Oftentimes, making yourself heard via social media means playing the role of a bigwig yourself. By positioning yourself as an influencer, you grow your authority within your niche and make yourself more attractive to potential clients and customers. Some smart yet simple positioning strategies on social media include:

• Thoughtfully responding to questions and comments on industry-related Facebook or LinkedIn groups
• Republishing your own content to the various social channels, including LinkedIn's own publishing platform
• Regularly commenting on the updates of major players in your industry, showing that you've got the chops to be a bigger player yourself

Any combination of these strategies not only puts your name out there, but also publicly displays your commitment to your industry.

5. Look for opportunities to curate social proof.

Especially if you're a new solopreneur, social media represents a great place to curate social proof on behalf of your business.

Ever leave a comment that got tons of positive feedback? Created pieces of content that just about went viral? Have clients who've given you a digital "thumbs up" or a public "thank you" via social?

If so, you can use such social proof as a way to seal the deal with future clients and customers. By highlighting your positive social experiences either on site or throughout your marketing materials, you can break down the trust barrier for any skeptics who may not think you're the real deal.

6. Professional imagery goes a long way.

This point is crucial but so easy to ignore: Something as simple as your professional headshot can make all the difference when it comes to networking via social media.

If you want to be taken seriously, present yourself accordingly. Bathroom selfies and party pics aren't going to cut it if you really want to make an impression on your audience.

7. Don't let your profiles gather cobwebs.

Finally, don't let your social presence fall to the wayside. Period.

Consistency is key to gaining followers and traction via social: The more you post, the more you will grow an audience that's hungry for what you have to say.

On the flip side, if a certain channel is netting you absolutely no engagement, don't be afraid to cut it loose for the sake of your time and energy.

Today's solopreneurs are living and dying by their social presence. By sticking to this checklist, you can save yourself from scrambling for a social strategy and focus on what really matters: growing your business.

Source: https://www.entrepreneur.com/article/295463