Social Media. So loved. So reviled. So misunderstood. So important in your mix.
Traditional Media. Time-honoured. Well respected. But out-of-date?
Discuss.
Like other advertisers, manufacturers and distributors are enmeshed in a game where the goalposts are constantly moving. Should you stick with ‘traditional’ media such as print/broadcast advertising and PR programs? Or dive feet first into the new world of online and social media? Here are a few things to consider.
First, let’s talk about online media
Not all electronic media equals social media. Your website, banner advertising, email blasts and blogging all deliver unique benefits. One particularly strong selling point of online advertising is that you can use it to retarget and follow anyone who has shown an interest in your brand. Which is impossible in the more traditional venues.
In addition, social media (Facebook, Instagram, Twitter, etc.) has other strengths. It can:
- Increase your visibility, brand recognition and loyalty
- Drive traffic to your website
- Build a community of followers
- Provide valuable data about your audience
- Establish your authority and expertise
- Showcase customer service efforts
- Allow you to connect 24/7 with potential customers and influencers
Marketing the old-fashioned way
The fact is, not everyone in your audience is on social media. And if they are, they may not feel comfortable and confident using it as a business conduit. This is the part of your potential customer base that reads (and trusts) trade publications and other ‘traditional’ outlets. And judging by recent studies, this baseline may be growing. Even people who are avid social media consumers still spend a significant amount of time watching or listening to TV/radio.
So what’s a manufacturer to do?
The answer: mix your marketing channels to drive all the traffic you need. Website, social media, print, broadcast, banners, they’re all part of a larger marketing strategy. To come up with the right proportions for your market, product and customers, you need to do your research. Here are some questions you should be asking yourself:
- What are current marketing trends in your industry? Read the trade magazines for your sector to find out.
- What are your competitors doing? Look at their websites and social media platforms. Google their names and see if they are in the news and what sites are linking to them.
- What questions are your potential customers seeking answers for? Ask your customer service reps.
- Who are your customers? Consumers? Distributors? Both? Are you specifically segmenting them in your marketing efforts? You should be!
Manufacturing a Strategic Marketing Plan
Not sure where to start? A full-service marketing agency can not only help you find the sweet spot in your mix, but make sure that all your marketing communications are consistent and responsive to your (and your audience’s) needs.
AJ Ross has worked with manufacturers for decades to deliver the results they need to stay ahead of the competition.
Heading 3: Whether you’re just beginning to think about your place in the world, or looking for fine-tuning of message vs media, we can help. For more information on our manufacturer marketing services and experience, or to set up a meeting, call 845-783-5770.