Old School Marketing Methods that Still Work
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Digital marketing has taken the business world by storm. Does that mean traditional marketing is dead?
Technology has made it easier and cheaper for businesses to reach large audiences and measure the results. Digital marketing methods like social media and online ads are inexpensive, accessible, and scalable — all great things!
However, digital marketing also has drawbacks. Building an online brand is time-consuming and it’s easy to get lost amidst so much competition. Plus, not all businesses need to reach customers around the globe. What if your target customer is just down the road?
Advantages of traditional marketing
Traditional marketing remains one of the best ways to reach local customers. Old-school marketing methods like radio and newspaper advertisements and direct mail campaigns build local brand awareness without competing in a crowded digital space.
Traditional marketing also continues to perform exceptionally well with older demographics. Older adults are more likely to pay for print media like newspapers and magazines. Coupons and special offers are one of the biggest perks cited by loyal print subscribers.
Finally, traditional marketing is more consistent and easier to implement than digital strategies. The digital landscape is always evolving and businesses must adapt to stay competitive. Traditional marketing lets small businesses spend less time on marketing strategy and more time serving their customers.
Traditional marketing methods that work today
What are the best traditional marketing methods for modern businesses? Here are old-school marketing tactics that are still effective today.
Billboards, banners, window displays, and other large-format signage drives brand awareness and engages new buyers, but how can brands be sure they’re reaching the right audience? Using geotargeting to identify strategic signage locations is one creative way that brands are using technology to enhance traditional marketing.
Large-format print advertising can also integrate with social media campaigns for deeper engagement. Usernames, hashtags, and QR codes direct audiences to social media for interesting content and incentives. This strategy isn’t effective without a strong social media strategy, however, so you’ll need to factor social media marketing pricing into the budget. Businesses can expect to pay between $4,000 and $7,000 for a month-long social media campaign.
Local newspapers, niche magazines, and brochures and inserts make a lasting impression when compared to digital ads. After building brand awareness online and off, print ads in local newspapers and niche magazines provide the nudge customers need to make an initial sale.
Direct mail is an especially effective form of print advertising with a response rate 13 times higher than email. Instead of getting lost in a customer’s inbox, direct mail campaigns deliver physical coupons that customers can hold onto or share with friends. An increasing number of businesses are combining email marketing and direct mail. Businesses can use direct mail to reconnect with email non-responders, inject direct mail into drip email campaigns, or use direct mail to prospect local leads before following up via email.
Direct mail is also a clever way to get more local followers on social media. A postcard-to-web campaign targets customers similar to existing contacts with a link to a social media profile or landing page. Businesses can create their own postcard campaigns using email platforms like Mailchimp or graphic design tools like Canva, making this one of the most affordable print marketing methods.
The digital transformation hasn’t erased traditional print marketing. In fact, it’s made traditional print advertising better than ever. Pairing digital and traditional marketing strategies takes local marketing to new heights for small businesses with better targeting, analytics, and engagement than ever before.