Combining Digital and Traditional Marketing to Maximize Reach

Very often, those who are engaged in marketing get stuck in a rut – only focused on one area of marketing that’s worked for them in the past. This can become a mistake, however, because marketing is an ever-evolving landscape due to technological advancements and shifts in consumer behavior. What may work for now will eventually fail to produce the results you are used to, creating serious frustration for even the most seasoned marketer.

Methods of Blending Traditional Marketing with Digital Marketing

In many ways, marketing is taking on a hybrid approach by combining digital and traditional marketing methods. This is a more balanced approach that can help anyone expand their reach and become a market influencer. If you are struggling to connect with your target market, there’s a good chance that using the below combined marketing methods can help.

  1. Content marketing – Outside of your website, there are a great deal of opportunities to connect with your consumer market using meaningful content in both digital and traditional mediums. Consider the ways in which your target market finds content related to your product or service. Then create content that’s easy to digest, in small chunks, but with consistency in multiple places.
  2. Social networks – One of the most powerful ways to connect with prospects is with social networks. Yet, many people do this wrong. When focused on building your social networks using a combination of digital and traditional means, develop a specialty network group that’s both online and offline. Schedule or attend local networking events that attract your market.
  3. Email marketing– While some marketers have predicted the end of email marketing, it’s still the basis for many strong marketing campaigns for millions of business owners. Today, email marketing combines traditional newsletters and strategic promotions, along with more personalization in the form of messages from subject matter experts.
  4. Industry trade shows – One of the most powerful traditional methods of maximizing your reach is the industry trade show. Taking the time to both show and demonstrate your offerings to a targeted audience of consumers is a focused way to grow your client base in one convenient location. Use this time well by offering free consultations and premium giveaways presented with well-branded marketing booths and displays.
  5. Direct marketing – In the quest for affordable marketing methods, many businesses have turned to traditional direct marketing campaigns to extend their reach with the consumer pool. From print marketing to print on demand content, direct marketing combines the best of digital and traditional marketing efforts.

The key to successful marketing for any type of business is selecting the hybrid digital and traditional marketing mix that appeals to your market. Not all methods will work across the board for all consumers. Each market has unique habits of consuming information and content. Different demographics may prefer traditional marketing vs. digital marketing efforts. Try several combined marketing mediums, but use consistency with your brand message.

For example, when participating in trade shows, be sure to boost your reach by advertising the event in advance with digital marketing like emails and premium website content. At the event, use digital and traditional marketing to distribute information and get consumers signed up for additional premiums. Use the business social networks to build excitement during the trade show, with exclusive offers for followers. After the trade show, deliver unique content via emails and direct marketing to keep the momentum going. By using a combined effort, your marketing can expand far beyond your normal reach, which supports the ultimate goal of connecting more consumers to what your business can offer.

About the author: Tess C. Taylor, PHR is a certified Web Content Manager, Human Resources Professional, and Career Coach with nearly two-decades of writing experience. Tess also founded the popular blogazine, The HR Writer. As a regular contributor to multiple HR and Business publications, including Benefitfocus, Dale Carnegie Institute, HR Magazine, PayScale, and US News Careers, Tess is dedicated to educating others about important human resources and marketing topics worldwide. You can connect with Tess on Google+ , Facebook and LinkedIn.

 

 

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Gary

CEO at 3Bug Media
Gary Shouldis is the founder of 3Bug Media, a web marketing company that helps businesses create 360 Marketing Strategies to dominate their market. His blog is read by over 20 thousand small business owners a month and has been featured in the N.Y. Times Small Business, Business Insider and Yahoo Small Business.