It’s your time. It’s your money. Make it count!
If your social media efforts are not supporting your “traditional” media, you’re doing it wrong! Creating a balance between social and traditional media will not only help drive engagement, but will also allow you to leverage those precious marketing investments to enhance your return. Too often, it seems that social media marketing plans are developed in a vacuum; without a conscious effort to sync your marketing across all channels, you’re missing out on valuable opportunities. These are five considerations to keep in mind when developing a marketing plan:
1. LEVERAGE TRADITIONAL MEDIA TO DRIVE YOUR DIGITAL PLATFORMS.
We’ve all done it – drop a Facebook or Twitter logo in your print/TV ad and call it a day. Sure, it’s better than nothing, but hardly an effective approach. Give your audience a reason to visit your social pages with contests, coupons, or other incentives.
2. MAKE THE MOST OF YOUR SPACE.
Print, radio, and TV advertising limit the amount of space and time you have to capture the public’s attention. Seize the opportunity to drive traffic to your social platforms where you can tell your story. If you feel your marketing efforts have gone stale, consider developing a “teaser ad” in the traditional space to drive traffic to your digital platforms.
3. MARKET WITH YOUR EARS.
Outside of face-to-face customer interactions in your restaurant, social media provides the most direct avenue for customer feedback. Think of it as having a free focus group at your fingertips 24/7. If you’re seeing trends in comments about your restaurant, use that information as the launch point for your traditional marketing. For example, if the online audience is always raving about your brunch offerings, they’ve already told you where to focus your traditional media.
4. BE FLEXIBLE.
Following the previous tip, it’s important that you maintain flexibility in your marketing. Across all media, it’s critical to reinforce the core values of your brand consistently, but social discussion affords you the opportunity to change the details of your messaging. This is not to say that you should put that comical cat photo that performed so well on Facebook in your next TV ad, but being mindful of that immediate online feedback will help ensure your marketing is timely and relevant.
5. MAKE SOCIAL MEDIA PART OF YOUR AD DEVELOPMENT WORKFLOW.
Try out those new marketing campaign ideas through your social channels. Think A/B split testing. Having trouble deciding which photo to use for your next ad? Post both online and see which drives higher engagement. Considering that social ads can cost pennies on the dollar, it would also be wise to make that small investment up front (beyond free posts) so you can analyze public response before you drop a bigger budget on traditional media.
At the end of the day, it’s about getting the most bang for your buck. Stop looking at traditional and social media as two separate initiatives and instead creatively play them off of one another. Social media is an efficient way to get to know your audience and inform your marketing decisions;
public opinion is always there to help you learn, so get out there and post!