Although social media has transformed the way we do business, traditional media still has an important role. It’s important to consider how to blend both online and offline space. If you’re keeping digital, print and radio advertising separate, you’re doing it all wrong! In fact, they work best when they work together with the same goal.
A successful marketing campaign ties each marketing channel to your brand in the minds of the audience. Businesses using social media need to set objectives, create a strategy and make sure it dovetails with their entire campaign and marketing strategy. When you plan on integrating your campaign across all channels, it’s good to remember the 4 C’s of integrated marketing; coherence, consistency, continuity, and complementary. Are all aspects connected in come way? Do all the messages support each other and consistent across platforms? Are you producing a balanced whole?
Once you decide to expand your campaign to social media, you have to find out what kind of content is going to be engaging but also ties into your brand. Here are 8 ways social media and traditional marketing work together.
1. Use other forms of media to drive social. Give your audience a reason to join the conversation on social media. Use print, radio and other traditional media to promote your social channels. Tell your audience what kind of content and conversation they’re missing out on if they don’t check out your Facebook, Twitter or other social media page. The first hurdle you have to get over when utilizing social media is getting people to find you and follow you. If they’re not seeing your content, is it really beneficial to you?
2. Make conversation in the traditional space. If you are getting positive comments and reviews on social media, make that into a testimonial for your website or quote for your next blog post. Make sure you get permission from the person who wrote it, but it usually drives more engagement and reach because it demonstrates your brand in a one-on-one experience.
3. Expand your story on social media. Let your campaign blossom! In radio, TV, and even print, you are limited to the amount of space you get to share your message. Add on to the story of your recent ad. Create a YouTube video with a behind-the-scenes look or and alternate ending to the ad’s story. Give the audience a point of view they haven’t seen yet. I would also suggest including your main TV commercial in your Facebook “About’ section. Kate Spade did a great job extending her campaign across social channels.
4. Allow social to capture feedback. Social media is a great platform for customer service and getting feedback from your audience about your current campaign. Be aware that this is not always positive, but it can help you modify your campaign to the likings of your target audience.
5. Use consistent hashtagging. If you’re using a common hashtag on your social media channels, use the same wording in your print, radio and TV ads and vice versa. You don’t necessarily need the hashtag in traditional media, but using a common phrase that’s part of your campaign and not necessarily your slogan can tie your marketing efforts together across all channels. Coca-Cola did this with their 2015 Super Bowl campaign. They used the hashtag #MakeItHAppy across all social channels and it even appeared on TV.
6. Respond with traditional media. If you’re seeing a common objection on social media or find one that is interesting enough to publicly approach, respond to the comment with traditional media. This shows people that you actually care about your customers and you’re not just a brand, but you’re real people who deal with real problems.
7. Tie offline events with social media. If your company is throwing an event, tie in a social media contest or hashtag. You should also promote the event on social channels. Create buzz during the event by having the attendees Tweet or post with a hashtag or tagging your brand to win a giveaway.
8. Produce a style guide for your campaign. If you have multiple people working on your marketing strategy, make sure they all know your brand’s style. Come up with a color scheme, your brand’s tone and image, consistent verbiage, and main objective. A style guide can help you make sure you follow the 4 C’s of integrated marketing.
Social media is certainly not like any other form of marketing. It can be confusing and complicated at times. If you keep the message and image of your brand consistent across all channels, you should be able to successfully integrate social media with traditional marketing.