4 min. read
Are your online and offline marketing campaigns in-sync? If your social, email, print, and other marketing campaigns aren’t in tune with one another, you could be duplicating efforts. Instead of working at cross-purposes, make all your marketing efforts count by connecting them.
Hand out your handles
Always add your social media handles and website to your printed materials. Also, include the action you would like a customer to take online and/or the benefit they might receive. For example, a restaurant could add “Like us on Facebook and receive 15% off your next meal!” on their menu. The message forges a connection between the business, the social channel, and the customer experience.
When someone is exposed to your brand offline and encouraged to check out your online presence, you have the opportunity to continue the conversation, answer questions and further promote yourself. Falcon’s Audience collects customer information which enables brands to deliver personalized experiences. Customers then benefit from seeing more relevant and interesting content and brand offers. Brands benefit from a higher likelihood of conversion.
The more you build your social audience, the greater your reach and opportunity to attract more customers.
Consider the ‘rule of seven,’ a marketing trope that contends it takes seven interactions to convert a prospect to customer. A store visit can become a Like, can become an ad target, can become … you get the point.
Let’s say you just started a construction company. To raise awareness in your market, you try a direct mailing campaign. Considering all the time and money you put into the campaign, you want to get the most out of your investment. If you can get the recipients of your mailing to see your other work online and perhaps call for an estimate, you have created a path down which leads become sales.
Now that you’re thinking cross-channel, plan out a campaign that delivers a consistent message across all media. Consistency helps establish trust and recognition. Create campaigns which use similar copy and images. View each campaign element as a piece of a puzzle – they can highlight different features of your business, but each must come together to create one picture. You don’t want to confuse and lose potential customers with mismatched messages and branding.
Repeating visual cues and a consistent brand voice across channels reminds customers of every point of contact they have ever had with your brand.
The winning setup
To get your channels working together, you need to get your team working together. Streamline the process by managing all your social networks with one tool. Anyone responsible for anything with your logo on it that can be seen outside your office should be given a style guide. It should provide clear rules about the look, feel and tone of all content. Standardize fonts and colors. Make sure everyone knows what needs to be pre-approved and by whom.
Say your construction company’s SEO expert says that people in your area are searching for information about repairing in-ground pools after a particularly harsh winter. It’s standard practice to share that information with your blogger, but have you considered taking that information across channels by having “we fix in-ground pools” written on the side of your new truck?
Once you have established common goals and standards across the enterprise, you will need to get organized. Within Falcon’s Publish Calendar, you can align your social activity with the rest of your marketing efforts by marking important dates, setting reminders and adding stock content to campaigns. It is a place for all stakeholders to see their responsibilities as part of a larger, harmonious whole.
Whether you are painting a truck or planning a tweet, clarity in goals and consistency in leadership is required to keep everyone on the same page.
Let’s check back in with your construction company. You’ve created a distinctive logo and decided on a color scheme. Everyone, from your social media manager to the guy who buys the hard hats, knows what you want to say and what you want it to look like. Now, a banner ad on a home improvement message board reminds a potential customer about the shiny new truck she saw working on that house down the block.
The construction company has built a successful brand. All employees are on the same page and all marketing materials are uniform. By connecting offline and online marketing efforts, all marketing campaigns count. Customers enjoy relevant content and reach the brands they need.