The enthusiastic drive into online marketing means many people are neglecting the attractions and importance of promoting their businesses through traditional offline channels.

Because many online marketing techniques are low-cost or even no-cost, many people are steering clear of traditional offline marketing.

This is good news for the rest because in the days of online overload, many of the offline approaches are actually more effective.

People will give only a few seconds attention to an email but they are likely to give more time to a package that arrives on their desk through the normal mail as this is now relatively unusual.

Here are some other offline marketing techniques that work well to build reputation and expertise.

• Public speaking: Most people don’t want to do it so if you are willing to stand up in front of an audience, you are almost automatically seen as an expert. If you are in the audience at a seminar, you can try handing out your business card to other attendees. If you are the speaker, you will have people lining up to give you theirs.
• Publicity: Few things establish your credibility and expert status more effectively than being quoted or featured in the media – whether it’s a local newspaper, a specialist magazine, a national publication or a TV or radio network. Achieving this is relatively easy if you have something interesting to say and you make yourself available.
• Advertising: Display advertising is one of the fastest and potentially most effective ways of getting your expertise known. However it can be very expensive and wasteful if not carefully targeted. Direct response advertising in the right publications can be very effective and even classified advertising is often a useful means of lead generation.
• Direct mail and postcards: Carefully targeted direct mail is a powerful way to reach your ideal market and postcards can be great for generating awareness and leads at very low cost. Used properly, these options beat cold-calling as they allow your potential customers to select you.
• Networking: Joining appropriate organizations like your local Chamber of Commerce or trade associations can be a great way to get known. Similarly getting involved in charities and voluntary organizations can be useful. The more active and involved you are, the greater your chance of getting noticed. Someone on a committee or holding an office is more likely to be seen as an expert.
• Personal brand building: In addition to the way you participate in your community and at events, the way you present yourself to other people has a big impact on the way they perceive your expertise. The way you talk, dress and present yourself will determine how much they respect your expertise.

The impact of offline marketing techniques is often underestimated and people who use them well have a great advantage over those who focus exclusively on online tactics.

In the final step, we’ll cover the importance of growing your business fast through partnerships.

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