Marketing today has the advantage…and disadvantage of having so very many channels to distribute your message with. You still have the old standbys of TV, radio, newspaper, direct mail, cold calls, telemarketing and more (PUSH or Interruption marketing), but you also have added to the mix the new online channels: websites, blogs, Facebook, Twitter and numerous others (PULL marketing). The trick is figuring out the best way to communicate with your prospects.
A correctly integrated marketing program will use the best of both, you just can’t focus on Facebook and Twitter and ignore your face to face sales. Dave Fellman, an outside sales expert, told me the story of doing a presentation at an event and was told by a young lady “…you’re such a dinosaur”, to which he laughed and agreed! (He actually loved it and ended up writing a new book on sales called “Listen to the Dinosaur“). The point is, the old methods still work best in many situations.
The key is learning what methods work. Anyone who just goes with the new flashy, may be missing out. The best is to integrate the different channels THAT WORK (always test results), to get the maximum effect out of them. The following are some of the best ways to be successful.
1- Listen & Monitor Discussions for key conversations, keywords and topics. Use tools like Google alerts, Twitter hashtags and such to learn where conversations are taking place.
2- Identify concerns about your brand or industry and develop messaging for solutions. Then use your website, blog, Twitter, Facebook and printed materials to share your solutions.
3- Determine which channels your customers are in. If your customers tend to be younger, Twitter may be a good place to have a strategy, but if they are older Pokies, you may be wasting your time.
4- Create messaging about the offer specific to media types and platforms. For direct mail, you might use a coupon people can bring in. For Twitter you might post your “daily special”.
5- Use your printed communications to drive people to your website. Technologies like Personalized URLs, and Quick Response (QR) Codes, can be part of your printed messaging that drives people to your website, blog, youtube channel and more!
6- Monitor and use sign-up opportunities. Have a spot on your website, blog and e-mails to sign up for your newsletter. Get people to register for drawings.
7- Give people opportunities to interact, having a blog is a great way to get participation. Online and print surveys can also help you understand your customers more.
8- Offer influential bloggers a “free pass” or sample to blog on an event or what’s being offered. I was given a free copy of some great screen capture software to post an entry about it. It really was a great product and I became a fan! (Check out SnapIt).
9- Identify and look for ways to continue to engage interested participants and customers. Put your Twitter, Facebook and blog information on your business cards and brochures. Use QR codes in them too!
These days the most important part of your messaging is the content, which applies to both traditional and the new social channels. Customers are bombarded with 3000 – 5000 marketing messages a day. The ones they will respond to are the ones that give them the information they are looking for, when they are looking for it, and where they are looking for it.
Find out where the discussion is happening and be there…and remember, sometimes it’s still with the dinosaurs!
Please leave a comment and let me know how you are integrating your Sales & Marketing Efforts!