In today’s digital age, the importance of generating leads for your business online goes without saying. But if you’ve moved your lead generation strategies completely online and are ignoring offline methods, you might want to reconsider.
Studies show traditional lead generation efforts cost $300 to $500 per lead. Online costs are significantly less, ranging from just $25 to $30.
However, 40 per cent of offline prospects are converted, compared to just 18.5 per cent of online virtual sales prospects. This proves that traditional offline marketing is still effective if you want to turn prospects into paying clients.
By using the more personalised approach to marketing, you’ll also build and nurture relationships, increasing your chances of transforming leads into loyal, long-term customers.
Here are 7 ways you can generate leads offline.
1. Direct Mail
As many businesses have swapped the mailbox for the email inbox, direct mail can be a way to stand out from your competitors. A well-designed, properly targeted piece of marketing can deliver significant dividends.
2. Speaking Engagements
Speaking at trade shows, conferences and industry events gives you name and face recognition and builds your company’s reputation in the community. Follow up presentations with customised letters, calls or emails to prospects you met there.
3. Sponsorships
Sponsorships are another way to put your brand in front of the community, whether you sponsor a sports team, an industry-related university student club or an event. Look for events that your target audience may attend in large numbers.
4. Networking
Meeting people face-to-face is a powerful way to make a lasting impression on prospects. Industry trade shows are an especially rich environment to connect with people. Tell prospects about yourself, your business and ask about them. Exchange contact details, add them to your database and follow up.
5. Referrals
Treat existing customers well and they’ll become your brand ambassadors. One of the most powerful ways to attract prospects is through word of mouth. There is nothing better than getting a sales lead from a happy customer.
6. Print Ads
Consider that certain people who need your products or services may not spend much time using computers. Print advertisements such as newspaper or magazine ads and flyers can reach those prospects.
7. Cross-Promotions
Form partnerships with complementary, non-competitive businesses to exchange leads and promote each other’s services and products. This can involve local businesses or professionals passing out your cards, brochure or other marketing materials to their customers or clients.
The reality is that both online and offline lead generation strategies are essential components to any company’s marketing toolkit.
Both methodologies have their strengths and weaknesses and there is no reason to choose one over the other. Employing a range of strategies to generate leads will help you find the right mix of techniques for your particular business and industry.