Digital marketing is the undisputed king of marketing.

The ability to finely target a specific marketing message to a specific avatar is hard to beat. By combining an effective website with the strategies of content marketing, social media documentation, leveraging client stories, social media paid ads, email marketing, Google ads a referral program, and some short term promotions and tactics, we’re covering almost all avenues of potential customer attention.

Almost all avenues.

The most effective marketing plan is multi-factorial. The more slices of the ‘pie’ we can have, the wider we can cast the net. And if people become aware of your brand through various avenues, they’re more likely to take action.

Although digital marketing may be king, ‘old school’ offline strategies also have a place in influencing potential client behaviour.

These strategies do tend to be more ‘hit and miss’, but if you know your average lifetime client value, and spend your marketing dollar accordingly, you can justify the ‘misses’ with a few select ‘hits’.

With only a couple of decades of digital marketing, and hundreds of years of offline strategies, the list is extensive. We’ve included a few ideas below of how you can attract more local clients, though this is by no means an exhaustive list.

• Buy advertising space on coffee cups, food containers etc in local cafes (with QR codes linking to a landing page on your website).
• Partner with local cafes/lunch bars for a ‘lunch + workout’ promotion.
• External signage, both on your facade and on the side of the street/surrounding streets.
• Joint marketing with local customer service businesses.
• Mail drop to local businesses and residents.
• Offer free health talks and /or exercise classes to local businesses to increase your exposure in the area. Finish the talk with a free offer to ‘test drive’ your business.
• Partner with any local businesses which provide products to other local businesses (for example, printers) and see if you can get fliers added to all products they send out.
• Have a stall at local fetes/markets etc.
• Have vouchers printed which you drop in to local businesses for anyone who may be interested.
• Every week, within your business, feature a ‘local business of the week’, where you promote that local business. The staff of that business also get a complimentary session/class to trial your service.
• Have a local walking group, where each walk, you present on a certain health topic. It’s a great way to get exposure in your local area (as the group will be seen often) while also having a receptive audience during each walk of people who may be interested in your service.
• Write regular articles for a local paper to build reputation.
• Billboards.
• Magnetic car signage.
• Collaborate with local schools to offer specialised services to parents after school drop-off.
• Present seminars or workshops at local schools for parents and staff.
• Do a ‘post swap’ on social media, where you promote a local business on your social media if they do the same on theirs.
• Build relationships with local sports clubs or centres – opportunities for cross promotion.
• Run a free community events on weight loss etc. for people who live or work in the local community.
• Have corporate deals or discounts.

​It’s worth experimenting with a selection of these (with no expectation of a sudden influx of enquires), then pouring more resources into the select strategies that work.