If you are a small business with a brick and mortar as well as an internet presence, you probably
try your best to keep up with the current trends and statistics that make up online marketing. Social media, algorithms, keywords, SEO...the list goes on and on and seems to change faster than you can even keep up. But the digital marketing gurus tell you that if you don't keep up and master these often complex strategies, you and your business are doomed to be left behind.
An online presence is certainly an advantage and may actually be a necessity, but in this fast paced, digitally driven business environment it's easy to forget those tried and true strategies that our brick and mortar predecessors have used quite successfully for ages. It's easy to forget that many successful companies were built on what may now seem like old fashioned marketing strategies...but they worked back then and they still do.
Here are 5 low tech strategies that have been business marketing staples for many years and are just as effective today as they were before the digital age.
1. Customer referrals
Customers are, after all, people! And people buy from people they like and tend to tell other people. Word of mouth, recommendations...whatever you want to call it, if you take care of your customers they will take care of you. Acknowledge and reward your customers for their referrals and they will keep sending you new customers.
2. Community involvement
When you have a brick and mortar business, you are a part of a community. You make your living off the money your customers earn right down the street. Giving back to the community that helps you make your living is just good business. From sponsoring a little league team to hosting local events, the more you get involved, the more you will prosper.
3. Always be marketing
Even if you have been in a community for years, you must continue marketing at every available opportunity. Your customers, and your future customers, may know you are there but you have to remind them over and over. Handing out business cards, offering coupons and specials, networking with local organizations...the opportunities are almost infinite and you should constantly be on the lookout for new ones.
4. Customer service
If you don't take care of your customers and make sure they know without a doubt how much you appreciate their business, then someone else will. Good service will never go out of style or loose it's impact and is one of the most inexpensive, low tech marketing tools you will ever use. From a simple and sincere “Thank you.” to a not so profitable product replacement, your opportunities to serve your customers and show your appreciation are easy to find on a daily basis. Find them and use them and your customers will continue to buy from you.
5. Always have integrity
It's not always easy, or profitable, to do the right thing. But your customers buy from you in large part because of who you are and what you and your business stand for. Good business practices, fair prices and quality products are expected and often go unnoticed. But lack of integrity will get noticed every time and your customers will punish you by taking their business, and their money, somewhere else.
So put away that computer for a little while and reach out to the community that supports you and your business. Remember that business, whether in a store front or online, is still about people buying from people.