Successfully marketing a small business today takes a multipronged approach. The latest studies show that most small-business owners still rely on traditional channels to produce effective, reliable results. But other marketing methods – and social media marketing in particular – are growing rapidly. If blended properly with traditional ads, the combined effort can supercharge your sales.
It’s not a contest between different ways to market. You don’t have to choose one or the other. Today’s customers cross easily between online and offline worlds. Your goal is to reach them and reinforce your message in both places.
It’s also important to blend channels because each one plays a different role in influencing how customers discover you and make their purchase decisions. For example, a print ad might stimulate a customer to want to learn more about what you offer, causing them to search social media for more information.
Here are ways to blend social media with traditional marketing:
• Make print a social driver. If you are like many other small businesses and your Facebook page is becoming your main online hub, print and other traditional marketing tools can be used to help drive people to your page. Promote your Facebook address on counter cards, posters, invoices, receipts, brochures, napkins and menus. Post your Twitter address in the window.
• Showcase social mentions in print. Use your print ads to showcase what others are saying about your business, products or services through Facebook, review sites, Twitter or elsewhere. This helps amplify the buzz about your business and can generate (or reinforce) all-important word-of-mouth.
• Capture the cross-promotional power of QR codes. These handy devices are an ideal tool for integrating print ads with your digital presence. The website DexSocial.com has helpful articles on QR-code basics for small business.
• Create an offline promotion with an online benefit. For example, a cosmetics store can offer a free makeover along with a photo of the customer (with your brand or logo in the background) that the customer and you can use on Facebook or other social media sites.
• Build engagement and lists with email signup sheets or opt-in cards. Customers are sometimes reluctant to provide an email address, so this works best if combined with a promotion or when they are enjoying a product or service you’ve just provided. Remember that most customers – even your most loyal – will not join your social media circle on their own. •
Daniel Kehrer can be reached at
editor@bizbest.com.com
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