In today’s digital age, marketing to audiences with low levels of digital engagement and online presence presents unique challenges. Some products, be they pepper grinders, power chairs or pianos, tend to be bought by people who either find and choose their purchases offline or only go online when they’ve already decided to buy. However, by adopting traditional and digital methods, businesses can effectively reach these audiences. Here are some proven strategies to sell products to digitally disconnected customers.
Leverage Offline Channels for Online Engagement
One of the most effective ways to reach low-engagement audiences is through offline channels that drive online interactions. SMS marketing is a powerful tool, allowing businesses to send direct messages with offers and promotions straight to customers’ mobile phones. This method ensures that your message reaches the audience directly, prompting immediate action.
Interactive Voice Response (IVR) systems can also be used to provide automated information about products and special offers. Additionally, direct mail campaigns that include QR codes or simple URLs can guide recipients to your online store or specific landing pages, merging offline and online marketing seamlessly.
Optimize for Local Search and Google My Business
For audiences who occasionally use online search, local SEO is crucial. By optimizing your website and content for local search queries, you can ensure that your business appears in relevant local searches. Creating and optimizing a Google My Business listing is another effective strategy. This not only helps your business show up in local search results and on Google Maps but also provides essential information and updates to potential customers.
Harness the Power of Social Media and Messaging Apps
While some audiences may not engage extensively online, many use social media and messaging apps regularly. WhatsApp Business offers a direct line of communication with customers, allowing personalized service and promotional messages. Similarly, creating Facebook pages or groups targeting local communities can help you build a local following, share engaging content, and respond to inquiries promptly.
Influencer Partnerships and Word-of-Mouth Marketing
Local influencers or community leaders can be instrumental in reaching digitally disengaged audiences. These individuals often have the trust and influence needed to promote your products effectively. Partnering with them can help spread the word organically. Additionally, implementing referral programs encourages existing customers to refer friends and family, leveraging word-of-mouth marketing to expand your reach.
Engage Through Community Events and Sponsorships
Sponsoring or participating in local events and fairs is a great way to promote your products and online presence. These events offer opportunities for direct interaction with potential customers. Hosting workshops or product demonstrations can further engage attendees and guide them to your online store.
Simplify the User Experience
For audiences unfamiliar with online shopping, a user-friendly website is essential. Ensure that your website is easy to navigate, mobile-friendly, and requires minimal steps to complete a purchase. Offering offline payment options, such as cash on delivery or local payment methods, can also cater to those who may not have access to online payment systems.
Integrate Traditional Media with Digital Touchpoints
Traditional media can be a powerful tool when combined with digital elements. Use radio and TV ads to promote your online store, including simple URLs or SMS shortcodes for easy access. Placing ads in local newspapers and magazines with QR codes or clear instructions for online access can also drive traffic to your online presence.
Provide Robust Customer Support and Helplines
Setting up customer support helplines can assist customers with online purchases and inquiries, making the process less daunting for them. Offering live chat on your website provides instant support and guidance, enhancing the overall user experience and building trust with your audience.
By employing these strategies, businesses can effectively reach and engage audiences with low levels of digital engagement. Combining traditional marketing methods with digital tools allows for a seamless transition, gradually increasing digital interaction and building a stronger online presence among these customers.
