If you’re trying to target a larger audience, is it better to get more “likes” or mail more flyers? The answer is—you’re asking the wrong question. The issue isn’t which to use, but how can you get digital and traditional marketing to work together. It’s called “integrated marketing” and it combines the best of both to drive results. Here are some tips to use digital and traditional marketing together to meet your small business goals.
In its simplest form, marketing is about getting your message out to the right people at the right time. In the past, the traditional tools to get the job done included things like print advertising, TV and radio commercials, brochures, and giveaway items. With the addition of digital tools, you now have options like websites, landing pages, social media, blogs, apps, and geo-messaging.
But digital doesn’t replace traditional media; it just expands the toolbox. Traditional marketing is still effective when you’re targeting a wider audience with an overall message. Digital marketing is stronger at targeting specific segments with personalized messages.
Here’s how the two can work together. Start with traditional marketing to gain awareness with a broad message. Its call-to-action might direct them to a digital property like a website. There you might ask them to “Like” your Facebook page or sign up for your blog. That’s where you can push out more targeted messages about your business.
For example, XYZ Foods started out with a TV commercial on a local cable channel promoting their home meal delivery service. In the ad, viewers are sent to a webpage for more information. The webpage asks a few questions about their food preferences and prompts them to sign up for their blog. Each time a blog article appears about one of their favorite foods, XYZ emails the article to those subscribers along with a coupon to try them out.
The advantage of this approach is they could access a wider audience using a traditional TV spot. Then they targeted smaller segments with digital media and unique content. Combined, they’re a knockout. They increase the number of exposures seen by people in the target market.
Consider these tips to use the strengths of digital and traditional marketing to your advantage:
Get the most out of your traditional and digital marketing programs by combining them in ways that use the strengths of both. Start with these tips to maximize your marketing dollars.