We’re always harping on you about what you should be doing online to help your business’s search engine optimization efforts. But we sometimes forget to mention what you and your fellow business owners should be doing offline. You know—in the real world.
Thankfully, seasoned SEO consultant Marcus Miller is on it. He wrote a wonderful article recently discussing how you can supplement your local SEO with offline advertising.
Titled “Local SEO Beyond the Browser,” Miller’s article dives into the importance of keeping your company present in the minds of your desired customers. This can be done through flyers and ads, storefront signage, company vehicle decals, business cards, and even social media. For consumers, seeing your ad will stimulate a want or need, which ultimately drives them to seek you out online.
Often, seeking you out online equates to a Google search. And, as we all know, the local search space tends to  be over-saturated with businesses in the same category. So, instead of depending on the statistically small chance your business will pop up in a search for “plumbers in Phoenix,” promoting yourself offline will keep you steps ahead of the competition. That’s because, when people go to research local plumbers in their area, they’ll recall seeing your flyer last week and google your company specifically.
However, Miller points out that this doesn’t mean you can skate by without any local online advertising or search engine optimization. Rather, offline and online promotions should support each other. When that prospective customer googles your company name, you want them to see a lot of valuable, favorable information about you right away. Thus, you’ll need to do a good deal of SEO work to shine the most flattering light on your company. This is where business listing optimization, reputation management, and remarketing all come into play.
After all, once someone has googled you, it’s your job to convince them to hire you.
Miller’s bottom line?

The local businesses that will win the marketing battle in 2016 and beyond will connect the dots between the physical business premises and their digital profiles. Invest and commit in this approach, and your competitors will not know what has hit them.

For more specific offline and online advertising tips, check out the full article over on Search Engine Land. It’s a great read!