Having a social media strategy is uber important, as is embracing a variety of tools to maximize your reach rather than choosing one marketing channel (such as Facebook or Twitter) and lasering in on it.
It’s natural to want to focus on the channel that gives you the best results. For any company with a limited budget, this makes sense. For example, if email marketing is driving the most sales and visits to your website, why wouldn’t you continue to devote more time or effort to your email campaigns?
Integrating Multiple Marketing Channels
The fact of the matter is, however, that with that approach, your company’s social media profile might have only a few followers, or someone who uses search engines to book a DJ might not be find your website. Instead, it would be smarter to leverage your email efforts to promote your other marketing initiatives.
Let’s say that an email newsletter could urge readers to follow your business on Twitter or Facebook for a chance to win a $5,000 wedding package. The contest could be cross-posted to your blog to bolster search rankings.
Additionally, it’s crucial that these channels are working together to create a strong promotional message. If your company is trying to push a new product, that should be the focus of all search, social media, email and direct mail campaigns. If you’re promoting a contest, then all collateral should highlight this limited-time opportunity.
Unless these channels have been aligned to work in unison then all they’re doing is creating confusing noise that may be the difference from being remembered and in top-of-mind awareness, to not being noticed at all. The goal? To make sure that all your marketing channels are integrated.