Online presence is the cornerstone of any successful business, but sometimes we can be fooled into believing that it is all we need. Just having your brand online isn’t enough to maintain growth, especially when looking to build a holistic and sustainable brand in such a competitive climate. If you are still not convinced you should be focusing on your offline strategy, here are some key considerations.
Internet reliability
The internet is an incredible driving force for businesses to help amplify their brand and attract new customers. However, one pitfall that some businesses have fallen into is an over
Fixed wireless internet is great because it’s generally a lot quicker than traditional means, both in download speeds and upload speeds, helping with internal processes and marketing. Another benefit is the increased reliability of wireless internet as it isn’t subject to any damage to the underground cables.
Customer service needs a face
Customer service is still a valuable asset, and we’re not talking about bots. This may be seen as an old fashioned way of thinking, but your customer base will still want to hear a voice on the other end of the phone line and see a face when they make contact. The extent to which you achieve this is up to you, but there should be some humanistic approach woven into your service. If for no other reason, it will assist with conversion and lead them to research your brand online. Often, a brand’s people are the greatest selling point of all, so bring them to the surface and let them engage in a non-digital capacity.
You could be excluding a large market
Every time we are on public transport, in a lobby, or any public place – it can feel like the entire world is online. But this isn’t the case for many individuals, some of which could be potential customers that you aren’t targeting. By having an online-only brand presence, you could be excluding a large market who won’t be interacting there.
Older generations are a great example of a group that may not be as receptive to digital advertising pushes. This is because, while they have digital capabilities, they will not solely exist within that space and will still rely on traditional service streams. The Chinese market is another one to consider, with Google and Facebook not accessible in the country, therefore eliminating that channel of communication entirely.
Grassroots marketing still works
You didn’t read incorrectly. Grassroots marketing still works! The marketing industry now has some pretty whiz bang marketing job titles, but they haven’t entirely replaced those traditional roles. Traditional marketing roles, media roles, and customer acquisition roles still exist and garner great success for brands. By eliminating all other marketing streams, you are taking away the proven success that comes with these tried and tested processes and putting all your eggs in one basket. Think that a letterbox drop is beneath you? Tell that to the local businesses who boast a full-service calendar that comes from that activity alone.
Capture more than just the online market, and cast a wider net entirely. It can feel like online is the only solution, and it is a compelling one, but it should not be your entire brand strategy. Play around with some other brand awareness activity and see how these results can complement your thriving online presence.