But how do you reach out to those who are not using social media? Or indeed who are not active online? The internet has become a very crowded space with businesses jostling to be seen and no business should overlook the opportunities of offline and local activity to reach out to those who choose to avoid social media or who are not active online users. Particularly here in France where a lot of 'old school' marketing activities are still effective today. Marketing plans should be geared to wear your customers are likely to find you. For some businesses that is definitely online and for other businesses there are limitations when putting all of your marketing eggs in the social media basket.
So what activities can a small business adopt in addition to social media? Here are a few suggestions.
One of the most useful assets a business owner can have is a website. From there your site can be viewed by those who want to read more about you. You can incorporate a myriad of activities that encourage visitation. You could consider having an interesting landing page to offer something for free in exchange for customer data.
Utilise your local print magazine and invest in traditional advertising. These are often the first port of call when readers are in need of a service. Does your local hamlet or village look to include local artisans or businesses? National magazines are often on the look out for interesting story lines.
Print collateral plays a huge part in your business. Never under estimate the power of the humble business card. Leave these and/or coupon campaigns at communal distribution points and public bulletin boards. They also have a place at at local events, festivals, markets and open houses.
Not everything has to be done at once. Test different avenues out for different campaigns. There are many creative ways without having to break the bank. Marry up the plan with some budget. Test and review and if it is not working, eliminate. Remember, things take time. Just because you haven't got an enquiry from the first month of advertising in your local magazine doesn't mean it isn't working. However, a flyer dropped into every letterbox your village may not be the best use of your time or money if you haven't done your research.
What offlline activities are included in your marketing plan? What has been a success for your business?