Inbound marketing has changed the game for brands, agencies and consumers; however traditional media still plays a major role in the overall marketing mix. The trick is determining how to tie the two together and produce a cohesive strategy outlined to meet business objectives.
Whether it is acquiring customers, enhancing brand awareness or building a retention program; bridging the gap between traditional media and inbound marketing is imperative when developing effective marketing solutions.
Different Strategy, Same End Goal
Different marketing channels function in different ways. Neither inbound nor traditional media is a catch-all. Having multiple channels is important as they attract diverse audiences at various times and moments in the consumers’ lives.
Together digital and traditional media can overlap and intertwine to culminate into effective marketing solutions.
Inbound marketing: focuses on continuously creating tremendous amounts of “big data” that gives marketers an in-depth, targeted look at consumer activity, preference, location, purchasing behavior and general interests. It revolves around short cycles, real-time execution and one-to-one messaging. Ultimately, inbound marketing gives more insight into how to better attract, convert, and engage consumers.Traditional marketing: involves planned campaigns that require more planning and execution time-frames. Traditional campaigns require extensive demographic research and focus on the 4 Ps (price, product, placement and promotion). Traditional media has the same end goal as inbound marketing; however they are performed over an extended period of time and through offline channels (direct mail, telemarketing, transit ads, radio, television and print).
So now the question remains: How can the two work together?
Keep Awareness, Interaction, and Conversion in a Constant Loop
Every tactic and channel, whether traditional or inbound, should fuel the conversion process. One should lead to another while offering relevant information to the target audience. Traditional media will always have a place; however its importance will be reduced over time due to the limitation and expense it involves.
A good thing to keep in mind is inbound marketing is cost friendly. Websites serve as a 24 hour salesperson for a company. While traditional media schedules can be reduced over the span of a campaign, inbound continues to attract visitors and increase brand awareness regardless of the time of day.
Marketing Solutions: A Synergistic Approach
Integrated traditional and inbound marketing solutions should include online and offline tactics that build a strong brand and attract qualified leads. They should lead into each other in logical way and create an easy-to-follow conversion process. To ensure your website is up to par, an inbound marketing assessment, can evaluate how well you are performing on the inbound side.
Things to keep in mind when creating an integrated cross-medium campaign:
Keep the message and overall look and feel consistent throughout the marketing push in both mediums.Use the same target sectors and unique branding elements for both.Both inbound and traditional media campaigns should be launched simultaneously and both should support each other.Constantly adjust the web-based portion of the campaign. Feedback is instantaneous online allowing for quicker analysis and changes to be made.
Combining the different components of inbound marketing and traditional marketing can ascertain marketing solutions that positively impact the bottom line.
Our friends at Content Marketing Institute paired with the amazing MarketingProfs and released their 4th annual report on all things content marketing: B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.
As we’ve come to expect from their reports, this one is brimming with clearly presented data and sharp insights into the state of content marketing today.
- More B2B content marketers consider their techniques effective (42%, up from 36% last year)
- Companies are taking content marketing seriously, increasing budgets and assigning dedicated employees to content, but most organizations are still in the early stages of full adoption
- Content marketers who have documented content strategies are more effective, and face fewer content marketing challenges overall
Here are a few in-depth looks at the study’s findings...
"In this new world of Internet marketing, it's not about being "optimized," but being "easy to find." That sounds like a subtle difference, but it couldn't be more profound.
One has to do with page tags, keywords, and trying to manipulate incoming links; the other is about generating interesting ideas, starting discussions, and being a prominent voice in your market or industry. It's the difference between screaming nonsense through a microphone and having journalists come to you for an expert opinion.
This infographic sets out the 21 NEW rules of content marketing that every modern marketer should know. If you want to maintain a high search engine ranking and use content to keep targeted buyers coming to you, this is information you can't afford to skip".
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.