What are the Benefits of Traditional Marketing and Ideas on How to Use it in Conjunction with Digital Marketing
We hear a lot about digital marketing and how it is great for businesses these days, but you don’t always hear much about traditional marketing tactics such as print, billboards or broadcast TV and radio. Traditional marketing can be an often overlooked marketing strategy but these tried and true techniques can help build a loyal customer base that adds strength to your business strategy.
That, of course, doesn’t mean that you should drop digital marketing. Part of what makes the digital age so wonderful is that traditional and digital marketing strategies can work in concert to boost your marketing campaigns!
But what are the best tactics for using traditional marketing alongside digital strategies?
Let’s take a look.
What Does Traditional and Digital Marketing Include?
Let’s do a little refresher on what traditional and digital marketing encompass so we can fully understand the differences between the two types of marketing. Traditional marketing is any form of marketing that doesn’t take place online. It includes:
- Print (newspapers, magazines)
- Broadcast (radio, television)
- Direct mail
Digital marketing is anything you do online to boost your business. It includes:
- Content marketing
- Email marketing
- Social media marketing
Passive Engagement vs. Active Engagement
It is also important to understand the difference in audience engagement between the two types of marketing. Digital allows for your target audience to actively engage with your business by leaving comments, liking posts or ads, clicking on links and so on. Traditional advertising leads to passive engagement. The target audience reads, sees or hears your ad and the experience lasts for as long as they see or hear your ad, whereas digital marketing leads to two to five minutes of interaction with your business. The passive engagement from traditional advertising shouldn’t be dismissed though. There is a reason why companies spend money on it!
How to Make Traditional and Digital Work Best Together
Using digital and traditional advertising together gives you a greater presence. It also allows you to reach your audience more often, reminding them about your business. The more opportunities you have to reach your target audience, the more your business will stick in their mind and eventually, lead to sales. Remember, you need to have a consistent message across all platforms in order for your marketing to be the most effective.
Whatever form of traditional advertising you use, be sure to drive your audience to your online presence with a “digital call-to-action.” At the same time, drive your digital audience to your traditional methods of outreach. Let’s take a look at some ways to use traditional marketing with digital calls-to-action in conjunction with digital strategies.
5 Ideas to Implement Now
Postcards to Website Marketing
Postcards can serve as mini catalogs for e-commerce stores. Showcase some of your bestsellers or a smattering of your offerings. Then include a “digital call-to-action” by directing customers to your website. Motivate them with a limited time coupon code on the postcard. This will also allow you to track your conversion rate and your return on investment (ROI).
Table Tent to Newsletter Subscription
Most people have a cell phone on them at all times so it’s easy to encourage people through print to whip out their phone and head online. This particular tactic is great for restaurants, bars and nightclubs. Place a table tent on each of your tables advertising your newsletter and what customers can get from signing up. You can even include a QR code that customers can scan to take them to a mobile-friendly sign up page.
E-Newsletter Sign Up to Printed Mail Marketing
If you have a brochure or other print item that yields excellent results, you need to get that tangible item into more people’s hands. On your website, blog or social channels, advertise your email newsletter plus the free information kit in exchange for customer’s email and home addresses. Now you have a way to market digitally and traditionally in one sign up!
Print to Social Media
Whether you have a printed newsletter or mailers like brochures and coupons, don’t forget to include your social media channels on the printed materials to direct people to your online presence. List your handles for Twitter, Instagram, TikTok or other channels. To make it easier to list your Facebook account, be sure to claim your Facebook username and vanity URL. Or, include a QR code they can scan with their phone to a page on your website that links to all of your social channels. One way to really encourage your print audience to follow you online is to promise them content they can only get on your social channels, like exclusive coupon codes, sneak peeks at new products or behind-the-scenes looks.
Business Cards to Online Content
Business cards are a marketing staple. On them you can list your website, social media handles and even a one-time use coupon code. While you can list all of your social channels, space is limited. The best strategy is to focus on one social profile more prominently. If you are a B2B company and network mostly on LinkedIn, showcase your LinkedIn profile. If you are a home decorator, push people to your Instagram account where they can view your online portfolio.
The two types of marketing are not mutually exclusive. By using traditional marketing in concert with your digital strategies, you can increase your reach, customer engagement and your return on investment.