How to Get More Bang for Your Marketing Buck
As a Small Business knowing where to start with marketing can be overwhelming and confusing, especially with the number of choices available across both traditional and digital channels. The key is to think ‘tradigital’ not traditional nor digital. It is all marketing – it is just the channel that is different and they should work together. Put simple, tradigital marketing, combines traditional and digital marketing platforms, ensuring you have a synergy of message across all channels, making it easy for your customers to buy from you in their preferred method.
So let’s break this down in a way that is easy to understand and implement. Traditional media carries with it a great deal of credibility and is typically mass media, reaching large audiences to drive traffic to your online channels. Digital, on the other hand, allows you to be very targeted to create a more personalised, relevant conversation with your audience. It is on digital channels that you convert the sale and can measure results. Both, however, contribute to the success of your marketing campaigns.
Tradigital marketing has mutual complimentary benefits and when used together digital and traditional marketing feed off each other to create a much stronger, much more effective marketing campaign.
As a Small Business, there are many simple ways you can apply a tradigital mindset to your marketing campaigns. Start by having one message across all your channels. An example would be if you are going to run a print ad for a sale that directs people to your website. Make sure you have clear messaging and imagery on your Homepage that mentions the sale so the customer can clearly connect the dots between the print ad and the online version.
This could also extend to any other advertising tactics such as social media posts or ads. Use the same imagery and messages in your ads, posts and even change your Facebook header. Creating easily recognisable, multiple touch points to make it easy for your potential customers to buy from you. Believe me I have seen the most basic opportunities missed due to lack of planning and thought across both their traditional and digital marketing channels.
Here are 4 tips to get you started when planning your tradigital marketing campaigns:
1. Determine your marketing goals
What are you trying to achieve on all channels? What key outcomes are you seeking?
2. Who and where is your target market?
Before you start, you need to be very sure who your target market is. Don’t only concentrate on demographics – try to identify with your target market on a more personal level and find out what they like to do, how they like to communicate and what channels are they using. You can get a lot of this information from your existing data & insights. Take the time to do this and you will see better results as your content will be more relevant to your audience.
3. Create content that is relevant and tells a story
Regardless of what channel you are using, your message needs to focus on the outcomes for your audience and tell a story that can build an emotional connection between them and your brand. No one wants to be sold to (on radio or on Facebook). By getting to know them you become more valuable to them which means makes them want to stay connected to you.
4. Connect across channels
Once you have established contact, you want to try and connect with them across multiple channels. Consider how you can move them from your social media channels to your blog, website or get them to sign up to your newsletter.
Traditional marketing is about quantity or reach but you can use digital to quality and convert to your owned channels, allowing you to leverage in the future.
Integrate the two seamlessly into campaigns and across channels which provides a great deal more strength to your campaign than if you had a single-layer marketing campaign. Creating synergy of your message and across channels adds another dimension that allows you to leverage and get more bang for your marketing bucks, which you have to love!
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