DIGITAL MARKETING TACTICS such as social media get a lot of attention in the marketing world these days. And though social media is a great tool for small businesses to reach existing and potential customers, it shouldn’t be the only focus. Using a mix of both traditional and new marketing strategies can be beneficial as the two work together to help you cast a wider net and reach different audiences.

Here are five reasons why traditional media and social media complement each other so well:

1. A dual approach broadens your audience.

Using both traditional and social media allows your marketing message to be spread over multiple channels and reach a broader audience. Consider the vast reach of social media. Facebook alone has 1.71 billion active users worldwide. Instagram has 500 million monthly active users with 4.2 billion user interactions in the form of “likes” each day.

2. Traditional ads can direct people to your social media properties.

Four in ten Americans report seeing their favorite retailers in traditional advertising over the past month. Leverage the traffic received by traditional media to direct people to your social media and other online resources. For example, include a link to your website or social media page, your Twitter handle or a specific hashtag at the bottom of a print ad.

3. Social media promotes additional engagement.

Social media actively engages its audience, while traditional media like print advertising can be more passive. Use them together to get the best of both. For example, a traditional print ad is a great way to disseminate information to your audience and including a relevant hashtag in the ad encourages your audience to join in the conversation. Your audience can then actively participate by posting related pictures and content on your social media properties, generating more interest in your campaign. In the age of social media, information can spread very quickly through word of mouth. Through shares and likes your audience can quickly spread your message to their own network. You can also use social media to engage directly with your audience by answering questions and recognizing customers.

4. Combine traditional and social media to build brand loyalty

While traditional media delivers higher brand recall, you can leverage the extra engagement and direct rapport you have with your social audience to help build loyalty to your business and brand. Providing a consistent stream of relevant and useful content enhances your reputation. The constant ability to connect with quality content keeps your brand top-of-mind, and helps your audience see your business as a trusted, reliable and expert source of information.

5. Take advantage of social media to get real-time feedback.

Use social media to keep your finger on the pulse of what people are saying about your brand and message, monitor positive responses and evaluate which campaigns and messages elicit little or negative response. Use that information to guide your traditional and social media campaigns and make changes as necessary. Ultimately finding the right mix of digital and traditional media is about understanding your customers, who they are, what they buy and where you are most likely to interact with them. Armed with that information, choose the traditional media and social media platforms that are right for you and define how you are going to engage with your audience on each of those platforms. You can do this yourself or turn to experts for guidance. Either way, creating a marketing strategy that includes traditional and social media will ensure you reach a broader audience and make your efforts a success.


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