Integrating offline and online marketing approaches can be a bit of a challenge. From trying to piece a puzzle of the different channels together correctly to developing a seamless experience for customers across each, there’s a lot to consider.
A recent Econsultancy study found that the most commonly cited factor enabling effective coordination of cross-channel marketing campaigns is a clearly defined strategy, with 37% of companies identifying this as such this year. To help you overcome the obstacle of an undefined strategy, we’re sharing some tips you can take away and apply to your own cross-channel marketing approach.
Marketers are becoming more focused on the customers, as they should. Customers are more informed than ever before and a simple search on Google or Bing could provide them with more information they even know what to do with. Therefore, it isn’t about being on all channels to attract as many eyes as possible; it’s about being on the right channels to meet your objectives. Many small and medium-sized businesses (SMBs) are on tight budgets. If this is the case, focus on:
Once a website is designed and developed, your biggest investment will be time. Keep products and services up-to date and make contact information is accurate. Many consumer searches start with search engines so you need an online presence.
Email marketing is a great way to stay connected with your consumers. If you’re worried about your marketing budget, make sure you’re spending on email marketing. A great segmentation strategy, design and copy can lead to clicks and conversions.
Social media is one of the best marketing channels for businesses on a budget. Be on the networks where your customers and focus on engagement more than selling. Social media is for socializing, don’t turn it into a one-way conversation.
Maintain a blog and optimize content and imgaes for search engines. Topics can range from what’s hot in your audience’s industry or your own to best practices and news about your business. Focus on creating content that is valuable and encourages sharing.
Simply calling this integrated marketing isn’t enough. That still indicates a certain level of separation in tactics. Instead, the team that tweets should be the team that buys the ads in trade magazines. The team that emails should also be the one that direct mails. It’s time to move into a post-digital marketing mindset. After all, marketing’s value isn’t in the kind of tools we use to get attention; it’s knowing what tools we need in the first place.