I love networking and attending events where I can meet new people. I always try to connect with people on LinkedIn where I can. But it’s also worth considering what happens when you give someone your business card, a leaflet or other printed media. Has this helped you build your database or generate new leads? If not read on.
Many businesses I meet invest time and money into networking events, exhibitions, printed brochures and leaflets, yet often overlook what happens next.
The reality is that traditional marketing rarely generates a sale on its own. Its purpose is to create awareness, spark interest and begin a relationship. Digital marketing helps you continue that conversation, build trust and ultimately convert interest into enquiries and sales.
Rather than treating traditional and digital marketing as separate activities, the most successful businesses combine them into a seamless customer journey.
Traditional marketing opens the door.
Whether you are exhibiting at a trade show, attending a networking breakfast or delivering leaflets through local doors, your objective is not simply to hand out information. Your goal is to encourage someone to take the next step.
Ask yourself:
- Where do I want people to go next?
- What action do I want them to take?
- Am I making that next step as easy as possible?
If your printed materials simply display your website address in small text at the bottom of the page, you are relying on people remembering it later. Most will not.
Instead, every piece of traditional marketing should include one clear call to action.
For example:
- Scan this QR code to download our free guide.
• Visit our website to claim 10% off your first order.
• Book your free consultation online.
• Watch our latest customer success story.
The easier you make it, the more likely people are to continue engaging with your business.
Don’t send everyone to your homepage.
One of the biggest mistakes businesses make is directing every visitor to their homepage.
Instead, create a dedicated landing page that matches the message people have already seen.
For example:
- A leaflet promoting a free consultation should link directly to your booking page.
- An exhibition stand promoting a new product should direct visitors to that product page.
- A conversation at a networking event about your expertise could lead to a blog page.
When your offline and online messages match, visitors immediately know they are in the right place.
Networking should continue after the event.
Networking doesn’t end when everyone leaves the room. In many ways, it is only just beginning. After every networking event, make time to reconnect with the people you met.
You could:
- Send a personalised LinkedIn connection request.
- Follow up with an email sharing a useful article or resource.
- Invite them to subscribe to your newsletter.
- Direct them to a relevant page on your website.
- Arrange a follow-up coffee or online meeting.
The businesses that consistently build relationships are rarely the ones that collect the most business cards. They are the ones that continue the conversation afterwards.
Make your website work harder.
Your website shouldn’t simply act as an online brochure. Every visitor should have a clear opportunity to do something. Depending on your business, this could include:
- Making an enquiry
- Booking a discovery call
- Downloading an eBook
- Joining your mailing list
- Purchasing a product
- Registering for an event
If visitors can’t immediately see what to do next, many will simply leave.
Be consistent wherever customers find you.
People build trust through familiarity. Your branding, tone of voice, imagery, and key messages should feel consistent whether someone first discovers you through a leaflet, a social media post, a networking event, or an exhibition.
When everything feels connected, customers feel confident they are dealing with the same professional business.
Measure what works
One advantage of combining traditional and digital marketing is that you can measure far more than you might think. Try using:
- Different QR codes for different campaigns.
- Dedicated landing pages for exhibitions or networking events.
- Unique website links on printed materials.
- Website analytics to see where visitors come from.
- Contact forms that ask how someone heard about you.
This allows you to understand which offline activities generate the most website traffic, enquiries and sales.
Bringing it all together
Traditional marketing is excellent at creating awareness and starting conversations. Digital marketing helps you nurture those conversations, build trust and encourage people to act.
Neither approach should exist in isolation.
The most successful small businesses create a seamless journey where every leaflet, exhibition, networking conversation and business card naturally leads people towards a website that continues the relationship.
Remember, your website should never be the end of your marketing. It should be where the real customer journey begins.
This is a simple framework you can apply immediately.
Before you print any marketing material or attend your next event, ask yourself these five questions:
- What is the one action I want people to take?
- Where exactly on my website should I send them?
- Does that page continue the same message they have already seen?
- How will I follow up after meeting them?
- How will I measure whether this activity generated enquiries or sales?
If you can answer all five, your traditional and digital marketing are working together rather than competing.
If you would like any advice on marketing, then please do get in touch. I offer marketing workshops and one-to-one training sessions to help businesses learn how to do their own marketing. You can contact me by email at shamshad@shamshadwalker.co.uk or by phone at 0115 880 0247.
