Determining which method of marketing you should choose can be a bit challenging.
Let’s start with offline marketing..
Businesses in the early years had the only option of offline marketing: newspaper, local ads, flyer distribution.
Offline marketing allows you to distribute your ad content in a quick and massive approach. That is, your ad piece will go out to the public in a paper style form into the hands of a potential customer.
There is no guarantee that the reader will end up taking any action to your ad because the viewership tends to be generic and broad. On the plus side, this method tends to be much cheaper and effective in brand awareness.
Moreover, offline marketing is great if you have a local business that needs hyperlocal advertising to reach local neighborhoods and viewership. This doesn’t mean you can’t hyper localize with digital ads, it just isn’t always exactly right because online information can be limited.
If you’re looking for a quick and easy way to promote your brand and services, offline marketing is one test you should execute and learn from.
- What type of conversion rate should I expect with offline marketing?
The typical rate in which a reader will take any action is the following:
Newspaper ads: 0.5%-1%
EDDM (Every Door Direct): 0.5%-1%
Flyer Distribution: 1-4%
Direct to door flyer distribution performs the best because your flyer or leaflet is on it’s own. In other words, your ad piece will present itself without the interference of other ads and content that you’d get from a newspaper or mailbox ad sets.
- How do I know if flyer distribution is for me?
It’s a good idea to test flyer distribution if you haven’t already to learn if your service converts well with flyers. It’s good to note that a small business with a very specific service or product may not do well with flyer distribution because the offering is too narrow.
That’s where online marketing performs best..
- Should I use paid online marketing for my business?
The online marketing game is getting stronger and better everyday.
Using platforms such as Google and Facebook ads will allow you to target exactly who your customer is.
However, this comes at a more costly approach as the ads are set in auction format.
- Which online platforms should I run advertisements on?
Facebook ads and Google Ads are the two largest platforms you should start with.
Being the largest collectors of online information, you’ll be sure to find potential clients here.
- Facebook Ads or Google Ads for my business?
Think of it this way…
If your customers are actively seeking for your type of business, go Google ads. These are great for service businesses such as plumbers, realtors and contractors.
However, if you are product company and want to showcase the latest cat jewelry on your store, you’d want to go Facebook ads. You’d be able to more effectively broadcast your latest jewelry to cat enthusiasts who like accessories.
- What are the conversion rates for digital?
See the infographic below. Keep in mind, ad copy, creative, targeting all play major roles in your conversion rates. The rates below are good indicators of where you should be..
Don’t be discouraged if your conversion rates are less than 5% ..
In conclusion..
You’d want to test multiple marketing channel to really understand what works for you. There’s tons of offline and online methods, however you should try the ones that you’d think would work best for you. Direct to flyer distribution is great for hyperlocal type businesses while online marketing is better for targeted audiences.
Regardless of what you choose, make sure to track and learn from it.
If you decide you need help with GPS tracking flyer distribution or digital ads, send us a message at hello@runamplify.com for a marketing proposal.
