Is Your Marketing Message Still Broken? Just Marry Traditional and Digital
I know I talk a lot about digital and what not, but the true expertise isn’t just understanding digital marketing concepts it’s the application of it all. By all I mean applying your marketing strategy both digitally and traditionally.
To make it easier this is what a digital marketing strategy might look like:
Website appearance– Landing pages and overall UX
Organic and Paid listing appearance in all major search engines– Video and Social technique tie into Organic (fyi)
Mobile experience– Mobile friendly site first and foremost! I’m still shocked to see so many sites that still do not have a mobile version, what’s up with that seriously? Anyway, promotion of mobile apps, bridging the gap using QR codes or special promotions etc.. With the increasing usage of the internet on mobile devices probably around 90% (my made up number;-) actual around 60% accessing internet everyday, you HAVE to incorporate a mobile strategy period! (this also ties into paid listings)
Social Media- What does your presence look like? How are you using all the different platforms?
Email Marketing- Yes this is part of the digital strategy, email is still a preferred method of communication believe it or not. Take a look at how you’re using it
Now a traditional strategy pretty simple:
TV– Hey we still love watching it so why not advertise on it right? Although I find it funny how so many companies sneak their marketing into my favorite shows. Next time you watch Modern Family see how many name brands you can find. I can’t blame the marketers with Tivo who needs to see pesky commercials anyway!
Direct Mail– I have a love hate relationship with this one.
Radio– Target market a specific demographic who are faithful to such radio stations, I get it.
Newspaper– The only value I see there are coupons on Sunday, but I have to be honest I’ve never subscribed to a newspaper my entire adult life.
So now that we can see how both a digital marketing and traditional strategy might look like. The true strategy is to have a 360 degree marketing strategy that marries them together. It really isn’t rocket science, but still to this day I see so many broken marketing messages. You know you see a cool ad on tv and then you go to the website to check it out and you can’t find what they were talking about online<— yeah things like that!
Now what does a 360 marketing approach look like? I’ll give you an idea of what it could consist of.
Let’s say you’re a homebuilder and you just got the go ahead from Corporate to offer free basements for every contract signed within this 3 month promotion.
Let’s create a landing page designed for conversion all about this great promotion and let’s be sure to have a special URL tied to it. If you can have this page within your own website I highly advise (that’s whole other discussion). Dig into your database of prospects and orchestrate a direct mail campaign, be sure to include the URL to your landing page and also throw on a cool QR code (bridge the gap). In the TV ad be sure to direct people to this landing page, because you want to CONVERT. Now be sure to create a strong pay per click campaign to direct to this page as well.
So now for the “O” juice, not what you’re thinking ;-). The Organic Visibility! If you’ve done all the right optimization your page could start to show up on the first page of search, and of course incorporate this with videos about the promotion which will really boost your visibility. Your social media content should consist of things around this subject as well sharing videos, sharing blogs, and getting engagement. Remember to use some tools to track the “buzz” around this promo as well. Remember social media content ranks high in search so this contributes to the organic visibility as well. Also take advantage of Facebook Ads, you can create an awesome landing page app and direct people there which of course will tie back to your Landing page.
Forgive me if I’m missing some other things I didn’t even get into mobile ads, or display, I honestly just thought of this seriously 5 minutes ago while writing- remember not rocket science. But the important element is knowing all the digital mediums. If you’re business does not have a champion in house that really understands and can apply these strategies for an effective “marketing marriage” then that’s where you’re missing the boat.
Good Luck and Happy Marketing!
Posted on March 22, 2012, in Uncategorized. Bookmark the permalink. Leave a comment.
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