For many professional services firms, online marketing has become front and center over the last five years, Why? It can be easily measured and is often less expensive than traditional marketing.

But that doesn’t mean there aren’t still plenty of offline marketing techniques that can help build and support your firm’s brand.

Truly effective marketing strategies tend to take advantage of both online and offline initiatives to create a well-rounded, multi-faceted approach.

Key Takeaways: 7 Effective Offline Marketing Strategy

  1. Networking and Personal Connections: Leverage face-to-face networking to foster brand loyalty and create meaningful connections that can drive online traffic.
  2. Speaking Engagements: Utilize speaking opportunities to establish thought leadership and credibility, starting with local events and scaling to national conferences.
  3. Print Publications: Incorporate relevant print publications into your marketing to increase brand visibility and showcase expertise, selecting publications carefully for target audience relevance.
  4. Direct Mail: Use personalized direct mailers as a tool for lead generation, appealing to those who value tangible communication.
  5. Cold Calls: Engage potential customers or marketing partners directly with cold calls to add a personal touch and prompt immediate responses.
  6. Print Advertising: Consider targeted print ads to reach potential customers, incorporating URLs or QR codes for better campaign tracking.
  7. Trade Shows and Associations: Attend trade shows for networking, distributing print materials, and possibly speaking, to put offline marketing strategies into action.

Offline marketing strategies that support an online brand.

When done together as part of a complete marketing strategy, offline and online marketing techniques can even support and amplify the other’s efforts. So, let’s take a look at seven of the most effective offline marketing strategies and how to integrate them into your current marketing strategy.

1) Networking

Face-to-face connections are still a valuable form of networking and can help drive traffic to your website when your new connections are inspired to learn more about you and your firm.

Being able to put a face to the name can help create a deeper sense of brand loyalty among your buyers, so don’t discount the importance of a good, old fashioned handshake.

Make your own opportunities for in-person networking by joining local chapters of associations or organizations where your target audience is likely to be found.

Over time, this networking can be augmented with attendance at national conferences for those same associations/organizations.

2) Speaking Engagements

In-person speaking engagements are a tremendous marketing opportunity for a number of reasons.

First and foremost, a speaking engagement puts you in front of a highly targeted and interested audience that is already primed and ready to pay attention to what you have to say.

Speaking engagements are also a great way to build credibility and establish thought leadership within your firm. According to our surveyed Visible Experts, speaking engagements are the second most popular way that Visible Experts obtain leads.

Top 10 Lead Sources Named by Visible Experts

However, finding and securing speaking engagement opportunities may be a challenge if you’re just starting out in your journey to thought leadership.

Try starting small with local associations and don’t be afraid to say yes to unpaid opportunities. Chances are, even your earliest experiences will pay off in the long run.

3) Print Publications

While you won’t give you the same SEO benefits as an online link back to your website, print publications still have a valuable place in offline marketing.

Obtaining relevant placements in industry magazines and journals will help increase your brand visibility and showcase your expertise.

Include print opportunities as part of your blogger outreach strategy and keep an eye out for opportunities to appear in both an online and print version of a publication.

However, don’t seek out print publications just for the sake of it. Just as with your online publications, you need to be selective.

Make sure the publications you choose are relevant to your target audience and a reputable source of information.

4) Direct Mail

Even though direct mailers are more costly than online marketing, they can still be an effective lead generating tool. Some members of your target audience may appreciate receiving direct mail because it seems more personalized.

And the practice of sending direct mail for marketing purposes is far from extinct. In fact, some members of your target audience may actually prefer direct mail communication to any other method of online communication.

5) Cold Calls

Similarly, cold calls have that personal touch that often resonates with interested buyers. Phone calls are more personal than emails and demand an instant response – which can be both good and bad.

Just make sure you have a concrete reasons for why you’re reaching out and be mindful of your phone call recipient’s time.

Cold calls are also a great way to reach out to potential marketing partners about a collaboration opportunity, like hosting a webinar or producing content together.

6) Print Advertising

Along the same lines as publishing an article in a print publication, running print advertisements is another method for getting in front of more potential customers.

However, it is significantly more difficult to track the return on investment for print advertising than it is for online ads and they can often be more expensive to run, so consider your options carefully.

Print advertisements are best positioned in highly targeted publications where you can guarantee members of your target audience will see your ad.

If possible, include a URL or a QR code in the print advertisement to send visitors to the landing page, which will help you track these campaigns better.

7) Associations and Trade Shows

Consider attending trade shows where you can network with other industry leaders and prospective buyers.

Trade shows can provide a great opportunity to put the most effective offline marketing strategies in practice. In addition to in-person networking, you can also pass out print materials and perhaps even get the opportunity to be a featured speaker.

Collaborative Marketing with Local Businesses

Collaborating with local businesses can be a powerful strategy to expand reach and attract new clients. By partnering with brands that complement your services, you can create mutually beneficial marketing opportunities that amplify both your businesses.

Tips for Effective Collaboration:

  • Identify Complementary Partners: Choose businesses that share a similar audience but don’t directly compete with your services. For example, an accounting firm might collaborate with a local law firm or financial advisory service.
  • Co-Host Events: Jointly host seminars, webinars, or local networking events that can introduce each other’s clients to your services.
  • Cross-Promote Online: Use each other’s online presence to promote the partnership, reaching your partner’s audience through social media posts, email newsletters, and blog content.
  • Create Bundled Services: Package complementary services with your partner’s offerings to provide extra value and encourage new client engagement.

Benefits: Collaborative marketing helps tap into new audiences, enhances brand credibility, and can strengthen local community ties, making it a win-win for both businesses involved.

Incentivized Referral Programs

Referral programs leverage word-of-mouth recommendations to attract new clients. By rewarding clients and business partners for referring new customers, you can motivate them to spread the word about your services.

How to Build an Effective Referral Program:

  • Offer Valuable Incentives: Choose incentives that are meaningful to your clients and partners. Consider offering discounts, gift cards, or even cash rewards for successful referrals.
  • Make It Easy: Provide clear instructions on how clients can refer others. Use simple referral forms, unique tracking links, or even QR codes to make the process seamless.
  • Promote the Program: Advertise the program through email, on social media, and on your website. Let clients and partners know about the benefits they can enjoy by participating.
  • Express Gratitude: Beyond the incentive, a personal thank-you note or gesture to acknowledge their effort can enhance goodwill and loyalty.

Benefits: Referral programs not only drive new client acquisition but also build a base of loyal clients who are actively engaged in your brand’s success.

Hosting Industry-Focused Workshops or Seminars

Workshops and seminars are excellent platforms to demonstrate expertise and connect with industry professionals and potential clients. Hosting these events positions your firm as an authority and gives you direct access to a highly engaged audience.

Steps to a Successful Workshop or Seminar:

  • Define Your Goals and Topics: Choose topics that align with your expertise and address your audience’s needs. For example, a law firm might host a workshop on contract negotiation for small businesses.
  • Choose the Right Format: Decide whether your event will be in-person, virtual, or hybrid. In-person events are ideal for fostering connections, while virtual events expand your reach.
  • Promote the Event: Use email marketing, social media, and partner networks to promote your event. Consider reaching out to local publications or industry influencers for extra visibility.
  • Engage During and After: Encourage participants to ask questions and interact during the event. After the workshop, follow up with attendees by providing resources, special offers, or content related to the topic discussed.

Benefits: Industry-focused events allow your firm to showcase its expertise, build credibility, and attract new leads who are genuinely interested in what you offer.

Wrapping Up

Luckily, there’s no need to choose between offline and online marketing strategies.

Offline marketing strategies don’t need to take the place of online marketing strategies or vice versa.

Instead, offline techniques can be used to supplement online marketing efforts to make your firm’s marketing strategy as a whole more robust.

The combination of both approaches can bring your marketing full circle by increasing your firm’s visibility and bringing more attention to your online brand.

Download Spiraling Up: How To Create A High Growth, High Value Professional Services Firm to learn the strategeis for creating a high growth Professional Services firm.