On its own, traditional marketing is powerful. With the advent of digital marketing, however, reach, engagement, and exposure is magnified to an exponential level. It is therefore logical to combine the elements of the two to maximize the outcome of the campaign and define a fresh perspective on what “formula” works.
Small businessmen who are not adept at “tradigital” (the effective integration of traditional and digital tools in the marketing and sales process) will find it daunting at first; but executed properly, it is a promising way to come up with effective marketing campaigns.
Traditional and digital marketing are very different from each other, but they have common ground. And in order to make an effective marketing campaign, you need to understand their similarities. We made the task easier for you. Use this as a guide to create an effective tradigital marketing plan for your budding business.
Establish your Destination
A well-crafted marketing plan always considers the long run. Visualize where you want to be at the end of the campaign. Set your goals. Do you want to create brand awareness, increase Page Likes for your Facebook page, or are you looking at increasing sales figures? Whatever your objectives are, always begin with the end in mind.
It is important to prioritize your goals at the start of the campaign because this will be the basis of your marketing plan. A clear roadmap will help you see the bigger picture and keep you focused.
Identify your Audience
Who are you talking to? Are you targeting yuppies, housewives, doctors, teenagers? The answer to these questions define the tone and approach your plan will take.
There are many tools available on the Internet that can help you better define your target audience including their demographic, psychographic, socio-economic factors. Once you understand your audience, build a relationship with them, provide them with relevant information and keep them consistently engaged.
Use the Right Tactics
For many businesses, traditional marketing tactics alone are still effective, but this does not mean that it will have the same effect on you too. Digital marketing techniques can be equally, if not more effective so we do not recommend dismissing them outright. Instead, look for techniques—from either methods or a combination thereof —that are appropriate for your campaign.
Know where you stand so that you can better allocate your resources. A budding company that’s about to launch their products and services should know what sets them apart from the rest and focus their marketing plan from there. Your Unique Selling Point (USP) should seamlessly transcend from traditional to digital platforms to drive the most conversion.
Identify which platforms will work best for your brand, products or services, and audience. LinkedIn targets professionals. Teenagers hang out often on Facebook and if you have diverse products, build your own website. This will be useful to track conversions and will provide additional data for future improvements.
Measure your Success
A marketing plan that cannot be quantified is a futile endeavor. From the beginning, set short and long term KPIs (Key Performance Indicators) for every phase of the campaign. This allows you to gauge your performance against your main goal—how many impressions convert, your target % visitors for the month, sales generated from inquiries, etc.
Setting short term KPIs breaks down the goals into actionable and attainable tasks. This makes it easier for everyone involved in the campaign to achieve the targets per phase.
Traditional and digital marketing have the same ultimate goal – to sell. What makes the two different is the medium being used. Knowing what to use makes a difference in terms of impact and reach. Additionally, each approach requires specific strategies to yield the maximum outcome.
Incorporating the right theories, platforms, and approaches in a tradigital marketing plan may be overwhelming at first, but don’t worry because all marketing activities have a learning curve to it when first done. However, the best marketing plan is the one that achieves the results through proper execution and well-coordinated efforts by the team.