They say we must learn from our past in order to succeed and grow. If your latest promotional efforts have you wondering if you need a little history lesson, look no further. The retro marketing tactics discussed below may seem old, but marketers are rediscovering their value in an increasingly connected world. Check out the methods below to see what old-school techniques might just give your promotional campaign the edge it needs.

Seemingly Antiquated Marketing Tactics Making a Comeback

It had been thought that these approaches to marketing had outlived their usefulness; but, just like Prince, they came back.

• Sign spinning. Paying people to wear costumes, dance around on street corners, perform tricks, and do similar things to get motorists’ attention. Since this practice fell out of use for a time, it can be sufficiently unique to draw people’s eye, depending on the area.
• Having a tidy stack on a corner or in a stand by the door gives people a convenient way to take your information with them, instead of having to find a Wi-Fi network if they want to know your hours or services.
• Direct mail. Targeting specific mailing addresses through carriers like UPS, who help marketers find their demographic, can also be effective. It allows you to send your promotions straight to the customers who are already in your market, letting them know that you want to bring solutions directly to them. This approach often feels more personal than email, which is why direct mail sees such success in attracting new patrons. Including coupons in this strategy only increases its effectiveness!
• Branded gifts. Tap into people’s eternal love of free goods with branded gifts. When you provide them with high-quality promotional items that they will use frequently, they’re more likely to remember you when they have a need you can meet.
• Business cards. Condensing your most essential information into a convenient package that presents your brand as creatively as you like is a tried and true practice that may never truly go out of style. Physical cards can be held, archived and later retrieved – which makes connecting seem like a more personal and memorable process.

These techniques have been pushed to the back burner and come back reinvigorated because they were adaptable. They don’t resist technological improvements; they work with them. Print gets the word out about your web presence through a tangible medium; gifts create a positive connection with your brand that often spurs tweets or Instagram posts in gratitude, and the list goes on.

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Why the Comebacks Are Working

Marketing strategies are like micro-evolution. The ones that draw the most people will survive the longest, spawning new versions of themselves, while the ones that consumers find annoying or ineffective will gradually fade into disrepute. All the technologically advanced sales methods that we see today got their start in traditional marketing. YouTube ads exist because of the success of TV commercials, which in turn were inspired by the ads at the end of fifties-era radio programs. People send out email updates because mailed newsletters worked so well for previous generations.

However, just because a technique is adaptable doesn’t mean you can pull it off without much thought. In the push to digitize, some believe that you should embrace only the newer online cousins of yesterday’s marketing strategies, but there’s no reason why you can’t have the best of both worlds. For example, you don’t have to throw direct mail out the window just because email is more convenient.

No matter what you decide, you actually shouldn’t invest too much into a medium until you know which style your audience prefers. Once you know this, use both new and old methods: personalizing them as much as you can, alternating between each medium and keeping promotions rare so neither method becomes bothersome. Likewise, don’t withdraw from the community coupon booklet just because Groupon and LivingSocial exist; double your reach by adopting both print and digital distribution.

Trade shows, billboards (which have gotten a nice LED upgrade), seminars (updated as webinars) and other methods still have a place in today’s market. The quality of the effort you put into making your message applicable, and the element of genuine human connection you inject through story, are what has made marketing in any age successful. The medium is just how you get people to see it.

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Using These Tactics In Your Campaigns

With a new coat of imaginative paint, a lot of old marketing tactics will serve you well. For example, look into renting a billboard near your workplace. Social media may have taken over people’s personal screens, but they still need to keep their eyes on the road when driving (or should). Your board doesn’t necessarily have to be on the busiest road around; as long as you’ve researched where your target demographic most often drives and placed an easy-to-read sign there, you’ll raise quite a bit of awareness.

Another strategy is to host a fun event that will attract the attention of local news and social media power users. You don’t even have to have your name prominently displayed on every flat surface for this to work. Just mention at the end that you sponsored the location or provided supplies and let the buzz take off from there. The crazier an idea you can come up with (as long as it’s safe), the better for your brand recognition.

Friendly conversations with people in the grocery store line (or at local community or networking events) are, believe it or not, an excellent form of marketing. Your local community is one of your best resources for the survival of your business. Your best chance at word-of-mouth advertising, which still reigns supreme as the most trusted form of marketing, will come from the people you chat with face to face.

Don’t be that irritating person who can’t meet anyone without pulling out a business card and sales pitch, but remember that having an affable chat and mentioning what you do if it comes up can go a long way. Person-to-person connection never goes out of style and becomes more valuable as our digitally saturated culture craves human affirmation.

Even radio is still going strong. Purchasing a 30-second spot or arranging for a DJ to mention you two or three times during his segment can do wonders for your exposure. If you do go the radio or television route, go ahead and hire a production company to put together a professional ad for you. Amateur ads are cringe-worthy and likely to drive people away.

History has a tendency to repeat itself, so it shouldn’t be surprising to see tactics like sign spinners and direct mail making a resurgence. At the root of all marketing is the desire to be seen and noticed by current and potential customers. When that target market experiences daily digital bombardment in all facets of their life, it’s easy to understand how these seemingly old school methods might stand out as novel to them. You certainly can’t avoid digital marketing, but you don’t have to put all your eggs in that basket, either.

The post Retro Marketing Tactics That Work Better Than Ever appeared first on Relevance.

How can you tap the market’s built-in trust factors when potential clients are searching for you? Furthermore, once you’ve built a first impression of credibility, how do you maintain it when casual browsers look further into your brand?

Take a look at these tips to help prospective customers along the journey from surface-skimmers to lifelong brand advocates.

Why Consumers Don’t Trust You

Does your brand have a bafflingly low-trust ranking? Your underperformance may be because you simply aren’t reaching potential customers, or it could be that your site isn’t as top-notch as you think it is.

Though it can be a little off-putting to hear that your site doesn’t inspire the highest confidence in prospective visitors, it’s nothing personal. There are simply several common pitfalls that can burden even a reliable website with a dubious reputation.

Some common offenders that can really damage your credibility include:

• Bad search ranking – The easier you are found, the better your business credibility will be.
• Nonexistent or outdated social media presence – Having current accounts on the major social networks is a primary indicator to modern audiences that a company is on top of its game.
• Awful web design – The more professional you look, the more inclined people are to believe that you know what you’re doing.

It’s also possible that you may not be doing enough to prove your place in the market. If there are hundreds of companies selling products or services that are similar to yours, consumers need a good reason to come to you before anyone else.

Much of your perceived trustworthiness stems from the content you produce (or don’t). Kapost reports that 58 percent of consumers trust editorial content. Additionally, 71 percent of consumers are more likely to trust you as long as your content seeks mainly to inform, not to sell. If you don’t tailor your content to fit client needs, they’ll look elsewhere.

How Marketing Content Can Turn Low Trust Around

Visibility is key to earning trust. If you aren’t immediately accessible to those seeking information online about your industry, they’ll have second thoughts about pursuing you further… if they even find you at all. How comfortable would you be with a hard-to-find website handling your money and information?

Therefore, your digital marketing should accomplish the following goals:

• Provide enough information about your business that people feel comfortable interacting with you.
• Let your target market know that you’re paying attention to their needs.
• Be clear about how your product or service meets your demographic’s needs.
• Be forthright about your business practices and availability to customers.

The bottom line is this: If you want consumers to have confidence in you, you must show yourself to be trustworthy. An excellent way to do this is to produce informative, engaging content on a regular basis. This puts you in front of consumers again and again, which matters because recognition is a key part of consumer trust.

If you think digital marketing will build your following overnight, you’re not approaching it correctly, and you’ll probably give up before any results have time to appear. It takes a long time to build the kind of brand reputation that has people coming to look for you. Once you have a feasible long-term marketing plan, commit to sticking to it – even when it looks like no one’s paying attention. Consistency has a much larger long-term payoff than trendiness.

Remember, you’re not after casual fans who check you out once and never return. Meaningful interaction and consumer trust only arise when you commit to your marketing efforts for the long haul. This commitment will be evident to your clients.

Build Trust Offline, Too

Do these strategies even matter when it comes to your offline business? The answer is yes, much more than you might think.

The number of shoppers who research online before approaching the physical store has only increased over the past year, and the trend isn’t likely to decline as more and more personal gadgets acquire Web capability. Increasing your visibility online, thus, can only help your brick-and-mortar business. If all of your initial operations were internet-based, there are even opportunities for you to translate your presence into face-to-face interaction, for increased success.

Moreover, online presence is just one element in the multifaceted process of building a trustworthy brand. Far from being obsolete, print advertisements and promotional products can bring tangibility to digital campaigns and engage consumers’ tactile memory. Offline marketing, unparalleled customer service, quality products, and a well-ordered, seasonally aware storefront are also crucial to building the kind of brand recognition that multiplies profits.

It can’t be emphasized enough that the results you seek may take a long time to develop. Think of building consumer trust like planting a tree: for it to develop strong roots and be visible from a distance, it needs much nurturing and patience. Once it is fully grown, however, a strong reputation will position you as an undisputed leader in your corner of the market.

The post How to Build Consumer Trust Online and Offline appeared first on Relevance.

Consider these three reasons to supplement online marketing with offline efforts.

Ubiquitous Brand Presence

The gap between offline and online marketing is shrinking. We watch TV shows online. Printed advertisements have become interactive through tools such as QR codes and Clickable Paper. Nearly every vehicle wrap and sign prompts audiences to take advantage of a special offer on the company’s website or interact with the brand on social. The goal of these efforts is to use all channels available in order to establish a seamless brand presence that engages the largest number of people.

Certain brands can act as role models for those who want to facilitate a stronger integration of on and offline marketing pursuits. Sierra Nevada Brewery connects with customers online by sharing their story on YouTube and using Twitter to spread the word about events, recipes and info on new craft beers. But they don’t forget about the power of spreading fun you can’t click out of—they host free tours and tastings daily as well as make efforts to support the local community.

On the other side of the spectrum, you have fully online companies that advertise offline, such as eHarmony.com and Esurance.com. Both of these companies have relied on traditional advertising since conception, and continue to invest in TV commercials in order to cast the widest net possible.

Silver Spenders

According to a Nielsen study, half of the U.S. adult population will be 50 and older by 2017. This consumer age group currently spends 50 percent of all consumer packaged goods (CPG) dollars, yet so many online marketing campaigns remain exclusive to the 49 and below age group. This exclusivity has only become more apparent as companies and agencies focus their attentions online.

Even though seniors are becoming somewhat web savvy, the majority tend to use social media to stay in touch with relatives or reconnect with old friends—not to buy products or hunt down information on brands. They are still responsive to traditional forms of advertising such as TV commercials, direct mail, and radio and newspaper ads.

In order to market effectively to seniors, there are a few factors to consider aside from the mediums by which you reach them. Firstly, this generation is are a thriving group that is more connected and active than ever, and should be marketed to as such. Second, personalization is key. Word-of-mouth is your biggest asset when reaching out to seniors or boomers. Give them reasons to discuss your products or services with their friends or family. Offer them frequent rewards for doing business with you and update them with direct mail newsletters.

In-Person Networking

Email and social make for comfortable and effective networking opportunities. But while it may be preferable to never have to make a cold call or shake a sweaty hand, face-to-face networking is irreplaceable. Sometimes, the chance of a lifetime results from starting a conversation in person. This kind of opportunity might be shorter or less in-depth if facilitated via email or social media. Exchange business cards. There’s something about the physical act of presenting this memento that digital media can’t provide. Yes, business cards are still relevant.

Pitching to investors and making appearances at tradeshows are a given of business networking, but it never hurts to go beyond what is required. Attend workshops, awards ceremonies, summits, or any sort of training that makes you better at what you do. Rather than thinking of online networking as your primary relationship-building strategy, use it as a tool that will help you meet with people in person and follow up with those contacts afterward. Just because you can get away with doing everything online doesn’t mean you should, especially if you have a local community to connect with or important people to wrangle into your cause.

Is offline marketing dead? Not if you integrate it with online marketing to build an even more pervasive brand presence. Don’t neglect silver spenders, who are mostly digital immigrants accustomed to traditional marketing. Networking works on social media, but in-person networking can provide immediate results. Using both online and offline channels allow you to embrace a wider audience and build a stronger local reputation spanning dozens of channels.

The post 3 Reasons to Enhance Your Online Marketing with Offline Activities appeared first on Relevance.

Content marketing isn’t just changing; it’s changing everything. It’s changing how people interact with brands. It’s changing how advertisers think of tried and true tricks, such as using intrusive, repetitive ads. In many ways, it is changing how marketers view their audiences: as people rather than stats.

This evolution has brought offsite SEO tactics to new levels. Gone are the days of mass content syndication—this is the time of uniquely tailored guest articles and creative infographics. Whether you’ve taken just the first steps toward refining your offsite content strategy or you’ve already begun seeing major results, here are a few pointers for upping your offsite game.

Change Your Approach to Guest Posts

There’s more to writing guest posts than choosing quality, high-traffic sites and writing relevant content. You have to make sure that visitors to these sites actually fall within the marketing segments you are attempting to reach. Granted, one of the advantages to guest posting is that you are able to expose your brand to a more diverse audience. But you don’t want to waste valuable time writing for a high-traffic photography blog if your market is small business owners or the elderly. Don’t write highly technical content about your industry if your core audience has no more than a basic understanding of it.

Once you choose a slew of relevant sites, follow their rules. Another quick way to waste time is to submit a well-crafted guest article that doesn’t meet explicitly-stated guidelines and preferences—or worse, to submit to a site that doesn’t even accept guest posts. Posting a successful, relevant article that follows the guidelines will help you build a rapport with the host and begin posting regularly.

Most importantly, write solid content that people want to read. Before submitting any guest post, ask yourself what qualities make it valuable and engaging to readers.

Vary Your Content

When contributing content or posting on social, don’t constrain yourself to how-to’s and informative articles. Content and copy don’t have to be synonymous. By producing varying content, you will draw in varying types of people and build interest in your brand. Consider infographics, “best of” showcases, editorials, reviews, podcasts, videos, interviews and news. When it comes to your social accounts, create a schedule that forces you to contribute different types of content every day each week.

Producing these types of content may require skills you don’t have, but it’s not difficult or terribly costly to hire the talent you need to design a professional infographic or video. If you can’t produce these types of content off the cuff, it may be best to set a goal to use them only once every month or two.

Focus on Building Relationships

In today’s marketing content world, you can’t be 100 percent about your business all the time, especially when posting offsite content. Your onsite content is a place for you to discuss your brand, your products, your services or your cause. But unless you are specifically writing a promotional post offsite, beware of your offsite copy coming across as advertorial or self-serving. Strategically-placed keywords are acceptable, but don’t sound like a keyword-spouting robot. Avoid questionable link-building practices that will prevent you from actually reaching your audience or gaining the respect of other informative sources.

Don’t focus on rankings. Focus on being an authority. Focus on providing valuable information. Create content that is interesting for real people to read. Don’t base everything on search results. If you do, you will miss out on the opportunities to build relationships and evolve with content marketing.

Give it Time (and Resources)

There’s no way around it: effective offsite content marketing these days takes time, a generous budget and true talent. Be patient as you wait for your efforts to come to fruition. It’s easy to get impatient and make mistakes, but remember that the results you want to see will take time, even if you’re getting links from authoritative sites. Quality offsite content marketing is an investment.

Do whatever you need to do to give audiences fresh, authoritative content. Hire new talent and distribute responsibilities. Integrating content across innumerable channels takes multiple people who are good at what they do, and good at different things. Consider outsourcing or hiring freelance contributors in order to save money while still producing quality content.

Embracing the new face of content marketing may be a challenge, but it’s a rewarding challenge that will allow your company to grow and your audiences to engage.

The post From Sales-y to Sincere: 4 Ways to Enhance Your Offsite Content appeared first on Relevance.