Improving the Customer Experience Boosts Sales
Integrating Your Traditional and Social Media Marketing Can Help You Do It
By Amy Hansen, MPA Media Marketing Services Coordinator
In today's business environment, a successful marketing campaign must utilize multiple platforms to reach and engage customers. It is not enough to throw all your "eggs" into one or two marketing channel "baskets" any more. While most in our world are still primarily relying on print, some of your potential customers are constantly moving back and forth from the traditional to the online media worlds. You must be sure you are there to meet, greet and "WOW" customers at every turn with a strong message and a united brand identity. Your competitors are already doing it. With 88% of companies projected to use social media tools for marketing initiatives by the end of 2012, according to eMarketer.com, the time is now to sync your traditional and online marketing efforts to ensure you are delivering that all-important consistent message at every chance!
Today's customers have high service expectations of any company they do business with. When they interact with you, they expect the same level of service across every "touch point", including social media. To do this effectively, you need to develop a coherent, integrated multi-channel marketing strategy that includes social media, as well as your more traditional marketing efforts.
By integrating your marketing efforts, you can reach your customers at multiple points and gain better control over your message and your brand. This multi-faceted marketing approach is also vital as each channel can play a very different role in how your customer connects with you. Your traditional marketing efforts, such as a print ad or brochure, may inspire a potential customer to seek out your Facebook page for more information about your company. Your magazine insert containing your QR code may spur a potential customer to learn more about your brand after being directed to your website. None of these marketing channels is necessarily more important than the other- it's just that now there are more opportunities than ever to have a meaningful interaction with your potential customer in many different ways. The key is to make sure all your channels are integrated and work well together to deliver a great customer experience.
Here are a few ideas to help you join together your traditional and online marketing efforts:
Use Print Ads to Drive Social Media Traffic as Well as Lead Generation
Add your Facebook address and other social media profiles and logos to your print ads. Include a social media call to action within your ads directing customers to follow you online. Let people know where to go to find and interact with you.
Tell Your Customers Why They Should Follow You Online
In your print ads, feature exclusive offers or contests only for your Facebook or Twitter followers to generate more social media action on your pages. You can also offer exclusive, "sneak peeks" of new products on your Facebook or Twitter pages to reward loyal followers.
Use Social Media to Connect
Once you drive your current customers from your traditional channels to your social media sites, start to build relationships with them there by having the friendly conversations and answering the questions. Do not try to sell or advertise to them here, but rather nurture their interest and loyalty to your brand.
Highlight in Print What Your Social Media Fans Are Saying
What are your Facebook fans saying about your company, products or services? Is someone tweeting about your great new product? Use your traditional media to promote what your social media followers are raving about!
Integrate Your Promotions
Provide exclusive online discounts that are mentioned only in your print ads to further promote customer engagement in both your traditional and online marketing efforts.
Take advantage of all the opportunities now available to deliver your customer a seamless and consistent experience with you at every interaction-regardless of the channel they used to reach you. Use social media to build meaningful customer relationships, while you continue using more traditional channels such as print ads to engage your customers and potential customers. For a successful marketing strategy, all your marketing channels must interact smoothly together to convey a consistent message and deliver an outstanding customer experience. The result can be more sales for you as well as more loyal and satisfied customers! What more could you ask for?
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