As we talked about last
blog, having a balanced marketing mix of social media and traditional
advertising is important to the health of your company. Bringing your audience
online allows them to interact, increasing the impact of your message and
branding. In order for this to work, both traditional advertising and social
media channels need to work together.
Before we start with some guidelines on integration, make
sure your social media channels are well put together and convey your brand’s
image.
An effortless way to integrate is to include a social media
call to action (CTA) on your
traditional media. A successful call to actions is clear, simple, and minimal;
not to overwhelm the consumer. “Visit us on Facebook, Follow us on Twitter,
Follow our Instagram, Add us on MySpace, Follow us on Pinterest” all on one
print ad is way too much. Focus on what audience you are specifically reaching
with that advertising and use a specific call to action that will truly speak
to them. For example, if you are advertising
in a craft magazine, a Pinterest call to action would be perfect.
Show your customers that you are the same company on social
media that you are in traditional media. Place a Facebook logo in your print ad
with a call-to-action such as “Like Us on Facebook for Exclusive Coupons!” Or,
share your TV commercial on Twitter and other social media the same day it hits
the airwaves. Make sure it is loaded on your website or YouTube channel as well.
If you have a product that requires directions, how-to videos are great. You
can advertise your YouTube channel on your packaging and ads to direct people
for instructional videos.
In essence, social and traditional media should be used to
assist each other. My advice is to consider every other aspect of the
marketing mix first and to plan your social media campaign as a complement to
existing communications. It is important to interlace your traditional
advertising and social media to help further communicate your branding message
to the consumer.
So, now that you’ve read our blog, be sure to Like us on
Facebook and take a look at our work samples and how we use social media as an
important tool in our marketing mix!
