Traditional marketing tactics such as personalized mail, advertising, and telemarketing have their own charm and effectiveness. However, in today's fast-paced digital world, it's crucial to integrate these with modern tools and platforms to stay ahead.
Combining traditional methods with digital strategies can create a more comprehensive marketing approach. For instance, using social media platforms to amplify the reach of a direct mail campaign or using email marketing to follow up can significantly enhance engagement. Blending tried and true techniques with new tools and platforms can maximize our reach, improve engagement, and drive better results.
How do you currently integrate traditional and digital marketing in your strategies?
There are countless ways to reach your audiences digitally. To have the most impact, associations need to have cohesive marketing that moves between offline and online worlds. A few of the top platforms for connecting with audiences include:
This all sounds great; but how do we accomplish it?
The first step in combining traditional and digital campaigns is deciding whether you are taking an Omni-Channel vs. Multi-Channel approach to your messaging. In an Omni-Channel approach, all touchpoints will have cohesive messaging that promotes the same experience. For example, if you are running a discount promotion, that promotion will be visible on all items from a postcard sent in the mail, to an email campaign and everything in between. A Multi-Channel approach is different in that you will promote an overall theme across all your platforms but highlighted messaging may be different. Each channel will operate separately, and campaigns will be tailored to the specific medium in which they are presented. A great example of this is sending out a postcard that promotes a member discount, while an email campaign is promoting a specific member benefit. Both options have their pros and cons. However, your company tone, voice, and style should be maintained throughout all touchpoints.
Next, ensure consistent branding across channels. Prospects should see a consistent company tone, voice, and style. Use your style guides to maintain a uniform tone and message across all your touchpoints and platforms.
Consider using QR Codes and social media handles to drive engagement to your digital platforms. Placing a QR code on any piece of tangible marketing is an easy way to drive traffic to your website. Additionally, ensure all your social media handles are included in your marketing. You can link them at the bottom of your emails, place the usernames on your direct mail packages, etc. Finally, utilize tracking and insights to measure the effectiveness of your campaigns. Utilizing the analytics available to you through paid social media ads is an easy way to identify top-performing messaging, offers, and more. Once identified, you can adapt the winning content to other traditional platforms. These analytics are also essential when testing new offers and messaging. Make sure you follow the best practices when testing. See how MGI recommends you test new strategies by referencing the Top Do's for Testing.
If you are not maximizing your association's reach through integrated marketing strategies, now is the time to start. By integrating these strategies, you can enhance your reach, improve engagement, and drive better results. How do you currently plan to implement these integrated marketing strategies in your association?
MGI is your proven partner to help move your association forward. Want to reach out and ask questions? Contact John Sample, Vice President, Business Development, at jsample@marketinggeneral.com or 703-706-0346.