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.