Integrating All of Your Marketing Media
So your company has been using the same marketing strategies for years. And now all of a sudden social media has entered the picture, and it seems to be all the rage. The question you might be asking now is, how are you supposed to strike a balance between the old and the new
If you’re not using any social media at all right now, that’s probably the place to start. In fact, only 60% of companies are using social media, and of that, only 12% feel they are using it correctly. If your company falls into one of those categories, boosting your social media is certainly the best way to begin your media integration.
When it comes to social media, focus on the big ones
There are all kinds of different social media these days, and there’s no need to try and tackle all of it right away. When you are getting started, focus on the three main categories of social media—blogging, microblogging, and social networks. Blogging would include sites such as Wordpress or Blogger. Twitter would be the primary example of microblogging. And social networks, as your probably know, include sites such as Facebook and LinkedIn.
Now it’s time to integrate
As you start to build up your social media, incorporate into the media you’ve already been using for the most all-encompassing marketing strategy possible. There is a big difference between traditional media and the new social media that now seems to be dominating the scene—but they both have their advantages. Traditional marketing strategies are very focused on making the sales, while social media has to do more with building relationships with your customers and followers, and allowing them the ability to interact with you.
To make the most out of your business, it is in your best interest to combine the two—using social media to build stronger relationships with your customers while also sticking with such staples as coupons and business cards.
Allocate your resources appropriately
Sit down and figure out where your resources would be most valuable. Perhaps you’ll decide it’s worth it to increase your overall resources in order to be able to devote more to building up your social media. If not, it might be worth it to consider reallocating some of your resources to developing this aspect of your marketing strategy.
Make sure you are measuring your success
The best way to track the success of a new marketing strategy is, obviously, to measure it. Social media is easier to measure quantitatively than any other marketing approach, since it all takes place online and the statistics are therefore easy to track. As you start experimenting with new marketing methods, monitor their success so you can see which ones are working and which ones might need to be altered or rethought.
In with the new, in with the old
The bottom line is, there’s a place in marketing for just about any strategy. Investing in social media will certainly be advantageous to your company, but that doesn’t mean that you have to eliminate all of your old, reliable methods. Striking a balance between social media marketing and traditional marketing might just be the best possible thing for your company.
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