While most businesses today prioritize their online presence, it’s also important not to neglect the offline side of things. From in-person events to print media to community engagement, there are plenty of ways to attract target audiences when they aren’t on the internet.
Whether you’re not sure where to begin or need inspiration for your offline marketing strategy, read on. Below, 15 members of Forbes Coaches Council share tried-and-true ways to boost offline exposure for your business. Follow their recommendations to generate attention outside of the digital realm and draw in new customers.
Members pictured from left to right.
Photos courtesy of the individual members.1. Have Agenda-Free Conversations
I would encourage a client to have regular agenda-free conversations with a variety of people, be curious about them, avoid pushing, selling or promoting, be driven by a genuine interest in exploration and stay open to what emerges. We never know what connections may form, where ideas can be generated and what possibilities may open. So stay open, stay curious and invest time. - Alessandra Marazzi, Alessandra Marazzi GmbH
2. Go Where Your Audience Is
Identify specific areas where you may connect and network with your ideal audience and look at offline opportunities offered there, such as meeting in person or reading print publications. You can also tap into local events where you can meet others to possibly partner with, share resources with and ask about what they are doing that gets the best results. That will help to expand your network and reach. - Patty Farmer, Patty Farmer International
3. Stand Out At Key Events
One way for a client to gain exposure offline is by attending events centered around their ideal customer avatar; trade shows and summits are great places to connect with potential clients. The key would be to stand out at such events; a simple way would be to use pamphlets or books with your details on it instead of distributing call cards that would most likely be tossed away. - Othman Abdulrasheed, Business Leadership Consulting
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4. Leverage Referral Programs
Always keep your target customer as your North Star when evaluating business development opportunities. One of my favorite ways to gain exposure offline is by attending speaking engagements—at conferences, schools (classes or alumni events), networking groups and private clubs. I also like referral programs that have a two-sided incentive for both the referrer and the referred. - Melanie Espeland, Espeland Enterprises
5. Offer Authentic Recognition
Authentic recognition is a great way to build offline exposure. We’ve designed recognition cards that say “You’re Amazing” on one side with our website and social info and have a place for a handwritten note on the other. We use those cards to “Find the Good” in our community and recognize people. They often share that note with others via social or word-of-mouth, so it’s a win-win. - Justin Patton, justinpatton.com
6. Network Person To Person
How about person-to-person networking? Create exposure with a goal, for example, to find ten new people a week to have conversations with about their business. One conversation can lead to another. This method builds community as well as exposes the business to opportunity. - Cindy Stack, CLS Squared
7. Write A Book
This is not for everyone—but write a book! Authoring a book can create impactful exposure for your business. A book can position you as a thought leader and expert in your space, increase your credibility, and even lead to an additional service offering depending on your book topic. Also, a book can increase your odds of landing more and better speaking engagements. - Christopher Mullen, chrismullen.org
8. Utilize Local Events And Partnerships
I would suggest utilizing local events and partnerships to increase offline exposure for a client’s business. Building relationships and community engagement can be powerful ways to boost brand awareness and drive customers through the door. - Willena Long, Career Boss Academy
9. Be Present For Customers’ Offline Activities
Show up where your customers are. Identify the places customers go offline and find ways to be present there—either through physical presence (networking, speaking, teaching, trade show conferences), public relations activities (community service, press relations), advertising or client roundtables. Develop compelling content and learning and invite customers to attend meetings to learn more. - Jennifer Wilson, ConvergenceCoaching, LLC
10. Offer Strategic Pro Bono Work
One way I help my client provide exposure is what I call strategic pro bono. Offer your services or product for free to a potential client who can influence more people to patronize your brand. - Oluwashogo Oyeniyi, Dr Shogo Consulting
11. Participate In An Event Panel
I often recommend speaking engagements, panel participation and event appearances to stir interest in client business ventures. These activities will help generate business leads and an impressive roster of thought leadership features that can also be mentioned (and promoted) online for additional exposure to ideal clients. - Laura Smith-Proulx, An Expert Resume
12. Work In The Community
The greatest exposure an organization can receive is when its people are working in the community and sharing their expertise. This “work” can be done through volunteer leadership, sponsorship of community activities or teaching and/or mentoring in academic environments. These activities provide a chance to invest in your community and allow people to benefit from your expertise in real time. - Jill Helmer, Jill Helmer Consulting
13. Grab Attention With Signage
Consider what type of offline presence suits your target audience, as well as budget and time, in order to gain traction. From event exhibitions to billboards and even signage on vehicles—there are lots of ways to grab attention that can persuade potential clients to contact and build a relationship with your company. - Arthi Rabikrisson, Prerna Advisory
14. Visit Offline Events—Or Organize Your Own
I would start with understanding where your clients “hang out.” Based on that, make a plan. You can ask current clients for referrals, visit networking events potential clients attend and take part in trade shows and conferences. You can also organize your own offline events and invite current and potential clients. - Dorota Klop-Sowinska, DoSo! Coaching
15. Advertise In Local Media
Some options for building offline exposure for your business could include participating in local events and sponsorships, collaborating with other businesses or organizations, advertising in local print and broadcast media and utilizing various offline marketing materials, such as brochures, flyers and promotional items. - Peter Boolkah, The Transition Guy
