how social media can complement traditional marketing
TRANSCRIPT
Sutton Business Breakfast How Social Media can Compliment Traditional Marketing
Intro Technology is evolving VERY quickly; analysts state there are more tech innovations in past 2 years, than in the last 50! Heard the statistic?: “It takes 7 impressions for people to recognise your brand” Try closer to 30!
Challenges with Digital Marketing • Diminishing organic
reach • Sheer volume of content
means most of it gets missed!
• Increasing cost (Vs bigger user base!)
• Tune-out / switch off / unregister
• People are bombarded with repetitive, boring content!
Opportunities - How to make it work! • INTEGRATED APPROACH - Maximise
impact! • Multiple channel approach
(complimentary) • Diversify your marketing strategy • Think about customer journey (On/
offline)… • Uber-targeted placement of ads /RE-
TARGETING • Measurable / tweak what works! ROI • Brand awareness / front of mind Increase the 20 engagements!
Questions to ask yourselves • What are your goals? • What is your audience • What content do you need
to produce to reach your goals?
• What channels (traditional or social, etc.) will best reach your audience?
• How can the different channels compliment each other?
1 - Use tradi*onal media as a social driver Use print, outdoor, radio, and other traditional media to promote your social channels. Take it beyond including the Twitter and Facebook icons and add some information as to why consumers should join the social conversation. Do you have special offers? Contests? Helpful tips?
2 - Converse in the tradi*onal space Could a customer's pleasant comment on Facebook be your next headline? Use these positive mentions and comments as testimonials on your website, headlines, blogs, etc. It will excite the customers that wrote the message and demonstrate your great brand in a peer-to-peer format.
3 - Use tradi*onal media as the prize Develop a contest on your social channels. It could get people to upload photos, videos… Showcase the winner in a newsletter, print ad, or on your website. It’ll generate buzz in both the online and offline space.
4 - Con*nue the story on social media Traditional media may reach the masses, but you're often limited in your print and billboard space or your television and radio running time. Capture the audience with your story using traditional media, but continue it online. Maybe it's a web series or a series of blog posts. Intrigue consumers to find out more.
5 - Be open to feedback With social media, communication is two-way. Your audience can provide thoughts and opinions about your campaigns. Welcome them! Let traditional media spread your message while social media captures the feedback. Make sure to take those opinions into consideration as you modify your campaign efforts.
6 - Promote online content As experts in your industry, you likely have a lot of great content to share. Use blogs, eBooks, webinars, and other online avenues to share this helpful content with your audience. Set aside part of your traditional media budget to promote the content via posts on social channels, and online display advertising are perfect for this.
7 - Redefine the landing page Sometimes your traditional media efforts use your website as the call-to-action. But that doesn't have to be the case… If your campaign is about creating a conversation, welcoming feedback, encouraging the story to continue, etc - Facebook, Twitter, or your blog might be a better landing page option.
8 - Respond with tradi*onal media If you're listening on the social web and discover some repeating complaints, engaging in social media is a great way to learn more and dispel any rumors. Make your message louder by using traditional media. If you're getting negative feedback on your customer service, use traditional media to talk about it. How are you solving the problem? This approach shows that you're taking these complaints seriously.
9 - Organize offline events with online media
Traditional media can also include conferences and events. Hold meetups, tweetups, and presentations at your offices or conferences and promote them via your social channels.
10 - Test with social media If you have a new product, campaign idea, or service to share, consider tapping into social media. Use offline channels to promote it and gather feedback and insights from your fans on the social web. Let them know from the beginning that you're looking for feedback so the conversation can start right away.
Make Friends Working closely with our friends at AP Designs, we’re a full service agency offering all of the services mentioned.
Book a free 1hr consultation with us NOW! • Oliver ‘The Social Sasquatch’
• [email protected] • @HairyHandshake
• Katie @ AP Designs • [email protected] • @APDesignsUK
Talk to us! - 01675 434583