While traditional media, and the marketing it supports, isn’t as vital as online advertising and digital media, it isn’t going anywhere. The only way the internet really changed the media game was by adding another platform and making a comprehensive ad campaign more vital than ever.
Your online and offline marketing campaigns need to work together now more than ever to pull new customers in and show them your business. Here’s how to do that:
Think of the Customer
You may be annoyed that I’m reminding you of this basic principle, and of the importance of focusing on your target market and their mindset, before you start your campaign. I sound like your Marketing 101 professor from University right now and you’re groaning.
This is where half of all online marketing goes wrong. If you make energy shots, do not advertise them on a YouTube Channel that shows only makeup tutorials. Yes I have seen that happen in real life, followed by my wife screaming about how much she hates those ads when all she wants is to copy a Red Carpet Look, complete with an “ugh, you won’t see me buying one of those anytime soon.”
Actual quote from my actual wife, and probably a lot of other consumers forced to sit through ads that are absolutely irrelevant to them.
So as you go through the other strategies, remember to narrowly tailor your cohesion strategies to the target market.
Mention Online Offline, and Offline Online
Huh? It’s a bit of a tongue twister, isn’t it? But the idea itself is actually simple: Make sure your print and radio/television ads mention your social media pages, and make sure your social media outlets have links to your mentions on radio and television, and any good print ads you have.
Have consumers had a positive response to a recent TV ad you made—was it funny, inspiring, or possessed a song they’re interested in? Promote the ad by putting it on YouTube, then linking it to your Facebook, Twitter, Tumblr, Instagram, or other social media channels. Include topical hashtags, inside information about the shooting of your video, and a link to the song (the more they listen to the song, the better for you, as they’ll unconsciously associate your company with those positive feelings the song gives them).
And be sure in your offline advertising to allude to the social media accounts your company maintains, with an invitation to your customers to like and follow, but also to interact with your company via those accounts. Every customer loves to speak their mind and know your company will listen and respond.
Social Media is Your Friend
Speaking of Social Media, it cannot be stressed enough that your company needs to be on as many relevant media channels as possible. Possibly have a small contingent of your media or marketing team over this so a unified image is presented, but definitely be sure that you’re using each social network as efficiently and appropriately as possible.
Twitter and Facebook are best for interacting with customers and promoting sales, while sites like Tumblr and YouTube are the best for providing product care and how-to instructional videos. And they’re a great place to post the video of your employees doing the next Harlem Shake.
Link all your social media pages together to make it easy for any consumer to follow you on all their platforms.
The place where sad college students go to watch cat videos? Yes. The concept of “going viral” took on its most tangible form in YouTube. Don’t be fooled, because it may seem like your typical music-streaming, nerd-infested cache of parodies and news-reports-turned-songs, but in reality it is so much more.
YouTube is full of cat videos, yes, but it has also become a place for art, self-expression, and a conversation of social commentary. It can be educational, with channels like Crash Course, and instructional, like any of the 20-or-more how-to channels my wife Catherine follows, and it even has its own Convention, VidCon.
But it’s not just cosmetics devotees who have the monopoly on instructional YouTube videos—any company can make instructional videos related to their products or services, and many companies have their own YouTube channel for that very purpose.
Over 6 billion hours of video are watched each month on YouTube, according to the website—don’t you want a piece of that ever-increasing viewing time?
It behooves you to get a YouTube channel for your business and post regular, informative, entertaining videos pertaining to your company, your product, and your services. Post funny videos made by the employees, post your most-loved TV ads. Mention sales, mention promotions, mention where your customers can sign up to receive your free catalogs. Make YouTube work for you!
It’s a lot of pressure to make online and offline marketing campaigns that work together, but with these tips you can use YouTube and social media to effectively link the two!
About the Author
Drew Kobb, in addition to studying civil law, loves long distance running and considers himself a health and fitness enthusiast. Drew writes for companies across the spectrum, including endlesscatalogs.com, and across the medical field on his blog, Dr. Ouch.