For most startups, their marketing strategy includes only online activities such as lead generation, social media, email marketing, content marketing, pay-per-click, and their website.
While this is all vital to your overall marketing plan, there are other avenues available to you depending on your target market.
There are traditional marketing tools often overlooked by startups that include strategies and methods for introducing your business to the world.

Direct Mail

For several years, marketers declared direct mail dead. Why? Simply because there was so much of it, and the message was getting lost as consumers repeatedly tossed their mailers. Yet, for most people, their outdoor mailboxes are significantly lighter than in year’s past, and direct mail is once again on the to-do list of traditional marketing. Direct mail is definitely an overlooked traditional marketing tool and one that can work for you. The key to direct mail is repetition. You want to hit your target audience two to four times to make the message stick. It’s definitely worth adding to your overall marketing plan.

Radio and Television

These are two traditional marketing tools that are getting overlooked more and more by startups. While advertising on your local television or radio station may not be cost-effective for your startup, there are ways you can leverage these mediums.
Run shorter 15-second television commercials. Partner with another local business to cut costs. If you are a national startup, consider advertising on national cable. Think outside the box to make radio and TV work for you.

Vehicle Wraps

While these can be costly, if you have a local business that needs to drive around a lot, you want to wrap your vehicles.
This is priceless advertising as you drive through town. Think of the number of eyeballs who’ll see your cars or vans drive by.
Make sure that your graphics are easily readable from a distance. Use simple graphics that make an impact.

Press Releases

Don’t forget about this traditional marketing tool. It’s especially important for the startup because it gets your business in front of the information-movers. Before crafting your press release, take these general rules into consideration:
Have something important to say. Tailor your news release to describe how your startup benefits the community. Share any obstacles to your past or problems launching your startup. Look for an unusual, feel-good story. This is the hook that draws the media in.

Whether you’re adding one or two of the traditional marketing tools that are often overlooked by startups, or you’re concentrating solely on digital avenues, the key is to make a plan and stick with it.
The other thing to consider is your audience. Before deciding to go all digital, spend some time studying your target audience. Ask yourself if a traditional method would reach them better, or, consider a two-pronged approach that includes a bit of traditional marketing with some digital spending as well.