When you’re perusing the endless blog posts and articles that tell you about marketing your company in the digital age, it’s easy to be left with the impression that really, marketing is just about social media marketing!
It certainly can’t be denied that social media has had a fundamental impact on the marketing landscape, but to suggest that you should concentrate your expenditure so heavily there that you do not also incorporate other marketing forms, seems a real disservice.
It’s not about relying on one channel
The truth is that, as human beings, we are all different. We certainly all interact with different companies and individuals in different ways. For everyone who discovers a company through social media or email marketing, there is another that is likely to remember them as a result of a well-executed direct mail marketing campaign.
Different marketing forms have different characteristics that appeal to your prospects in potentially very different ways. Furthermore, a multichannel marketing campaign allows you to play off these characteristics against each other, to the grander goal of increased brand awareness, online traffic, sales and revenue.
Just imagine a direct mail marketing campaign, for example, where limited-time offers and discounts are given to customers returning to the website with a particular code. You can use your printed, offline media to direct target customers back to your online media, perhaps to competitions, opt-in pages, newsletters… the possibilities really are endless.
Be consistent in your marketing message
Making use of a wide range of marketing methods – from online blogs and social media to email marketing, telemarketing and direct mail marketing – certainly allows you to broaden your marketing reach, but there’s something else that’s very important in all of this… ensuring a consistency in your message and branding.
That message won’t be exactly the same between your online and offline marketing forms, of course. You will need to tailor the exact message to the platform that you use, and its likely audience. Social media marketing offers so much more immediacy to everyone involved, and naturally invites responses from others in the form of comments, photos, videos and even articles – not to mention, shares, follows and likes.
Social media vs direct mail marketing
So you might use Facebook or Twitter to ask quick, simple questions on a subject of relevance to your industry, or direct them to a blog page for any more detailed discussion. Direct media, though, is necessarily very different. There needs to be a focus on using that limited and more expensive paper space to the greatest effect, namely, sales.
Use your printed material to direct prospects to your more plentiful online content where you can. But otherwise, be brief, concise and focus on the benefits of your product or service, while keeping to the brand values that will have hopefully been propagated throughout your online and offline marketing campaigns.
Build different audiences in different ways, and create that all-important call to action that moves people through your sales funnel.