4 Powerful Offline Marketing Strategies for Small Business

Marketing yourself online is essential, especially for small businesses and independent professionals. The internet levels the playing field, giving every business—big or small—the opportunity to reach its audience. But often, independent professionals focus so much on online activities that they overlook the potential of offline marketing.

Dedicating even a small portion of your marketing efforts to offline strategies can help you stand out. And it doesn’t have to be costly—there are many affordable ways to tap into the power of offline marketing. Here are four ideas to spark your creativity.

1. Find a Local Business Partner

Contact local businesses to see if they might be open to working with you in some way. Whether your partnership is promoting each other’s services (if they are complimentary), teaming up to offer classes or workshops for your community, or simply offering encouragement and advice, there are many benefits to be realized by developing relationships with other self-employed professionals.

Building relationships with other local professionals can open up new opportunities. You might find chances to team up on projects or send clients each other’s way. Think creatively about these connections—you never know where they might lead.

2. Share Your Story

Creating buzz about your business is a great way to generate publicity. Give the press a reason to share your story with their audience. Is there something in particular that makes your business a unique part of the community? Do you have a new service offering? Can you align your services with a current event? For example, if you’re in the accounting business, host an educational workshop about financial management around the New Year, or volunteer to help out a local non-profit organization with their taxes in April.

If you have an interesting story or angle, consider pitching it as a press release to local newspapers, radio, or TV stations. Even if there isn’t a story to share right now, connecting with local journalists and editors—whether online or in person—can be valuable for future opportunities. Introduce yourself, and offer your knowledge if they need a subject matter expert in your industry to weigh in on a future story.

3. Build an Army of Brand Ambassadors

Whether offline or online, word-of-mouth advertising is still one of the most effective ways to bring in new clients. The more energy and effort you put into supporting your first clients, the more loyal they’ll be—and the more likely they’ll tell others about your services.

Always go above and beyond in your customer service and add a personal touch to every transaction. By doing so, you will be creating a small army of people who will advertise for you passionately—and for free.

4. Get Involved in Your Community

Events are not only helpful for networking, but taking an active role at an event is a great way to build thought leadership, establish credibility, and get your name out there. Find a local event related to your industry, and volunteer as a speaker or offer to lead a seminar.

If you have trouble finding relevant events in your area, create your own opportunity. Host a workshop, volunteer your services to local businesses, or connect with organizations like the Chamber of Commerce to offer a brief, educational presentation at one of their upcoming events. Becoming involved with your community is a great way to establish a strong reputation, build brand credibility, and develop new personal relationships.