Most of the companies that approach me at the moment want purely digital marketing – whether that it blogging, social media, online advertising or refreshing web copy. So I was a bit taken aback when at a meeting a few weeks ago where I was asked to look over some marketing materials – and imagine my surprise when the client handed over an actual leaflet. Hard copy? Offline materials? This stuff exists?
I also had the opportunity to meet up with another client, who, after some fairly heavy hints from me (heavy hints = I basically demanded) gave me a branded mug and lanyard. Yay! I love freebies, especially lovely ones that keep my coffee warm.
These little incidents tied into my own thoughts about stepping away from my digital life a little to get a better balance (update on how it is going below. For the short answer - NOT WELL).
When you are so tied into online marketing, social media and other digital forms of communication it can be very easy to forget the importance of traditional marketing for most businesses. Yes, digital communications are growing, but word of mouth recommendation, networking, meeting people, giving away a brochure or a notebook or a pen still have a significant place in your marketing strategy. They are not to be forgotten.
There is a real tangible benefit of having a face to a name, to having a little brand piece of tat (sorry) on a desk so your name gets glanced over a few times a day, and especially to having a folder of your company information to hand for a potential client who might suddenly have a problem and need your help.
It is also important to bear in mind that your marketing must be integrated. Working away in little silos can dilute your message, whereas making sure that your branding, text, calls to action and campaigns are all working together, whatever medium they may be in, can only strengthen how potential clients see your business. It also makes your life a lot easier.
So, embrace the offline and as well as the online; and pull all of your marketing messages into one lovely integrated whole!
TECH FREE UPDATE
It went well for the first few days and then went steadily downhill. I can only blame a news addiction (and all of it bad news) and a lack of willpower. However, for the days that I didn’t reach for my phone straight away I definitely felt better for it. I don’t know if this is the lack of guilt that I would normally feel for being on the phone or the lack of FOMO that can get you when you’re scrolling away. Who knows?
I’m not going to give up just yet, small steps, baby acorns, blah blah…
Freelance Marketing Consultant, especially that Social Media stuff.