Why you need to combine your Social + Traditional Marketing Strategies!
We have social media departments, and advertising teams and graphic designers and they all work together to market our products. But can what they are doing be improved? The answer is always yes! I’ve seen so many businesses with social media and with print campaigns and radio campaigns, and they are sometimes great, (sometimes not so much) but the one thing 99% of them lack is integration between the campaigns.
When you put a Facebook logo at the bottom of your ad, or say Like us on Facebook at the end of your radio ad… What is it's purpose? You have to remember that your consumers don’t care… they really don’t, they want to know what’s in it for them. Having a sale? How about you tell them to mention your radio/print ad and like you on Facebook and they will receive an extra 10% off… now that gives the Facebook component meaning.
Perhaps you can have a competition for people on Facebook to find your latest print ad and the first to post a picture wins. The goal is to get people engaged in your marketing, you need to drive them from your print ad, to your Facebook, so when they hear your Radio ad, they go to your Twitter page and then to your website.
This is why your Marketing Planning is so incredibly vital. If you don’t have a plan you can lose any traction you gain. And on that note, once you have people on Facebook and Twitter you absolutely must engage with them, if someone takes the time to comment or tweet or follow, you MUST engage back.
I’ve mentioned this before, Social Media is not a broadcast medium, it is a communication tool, if you aren’t communicating – you are doing it wrong. If you have people on Twitter and you aren’t speaking to them, you may as well delete Twitter. It’s like having an email database, and not emailing, or worse still having people walk past your shop and walk past a “We’re closed” sign.
When you create an integrative campaign you should be creating a flow chart of communication. Once they see/receive one piece of communication, where are they going from there? This flow chart can get very complicated, and it should be, these are human beings you are communicating with – we are difficult creatures. But knowing that from your print ad, you want them to go to Facebook or your website and knowing where you want to send them from there will drastically improve your marketing and you will stop losing clients you didn’t know you were losing.