Traditional marketing techniques involving tradeshows, events, direct mail etc. are still very prevalent, and they are heavily used by many companies to market their product and service offerings. While online marketing is gaining a much larger share of the marketers’ budget – it would be imprudent to ignore the traditional marketing techniques that are still a very powerful means of getting marketing messages across to targeted decision makers.
In a recent study of Interactive marketing priorities for SMBs by Forrester Research, Shar VanBoskirk indicates that 54% of marketers will decrease their marketing budget for traditional tactics. While more than half of the marketing budget is now being spent on interactive/digital/online marketing, it is still hard for some companies to actually understand the true value or ROI gained from this medium. The return on investment is approximately measured based on the number of click-throughs (CTR’s) from email marketing or Pay Per Click (PPC) advertising or from the number of page views calculated from certain analytical tools. Online forms, used by marketers to gather useful information about their prospects, is also very powerful online lead generation technique. But with stats indicating that only 1-2% be willing to share their contact information, makes this lead generation technique less attractive.
I’d like to share here how companies can still make use of their traditional marketing. Combining both traditional and online marketing techniques (powered by marketing automation and sales intelligence tools) companies get the best possible ROI from their marketing budget. Integrated marketing will not only augment your marketing efficiency but will also give your marketing a much-needed boost in this digital age.
Use marketing automation tools to nurture leads you already have in your sales funnel
Meet with your prospect at a networking event. Exchange your cards hoping that they might call you or that you will get back to them when the time is right. But, is the time ever right? After the event, your card will either end up in a pile of other similar cards collected over the years or will just be forgotten. You can alternatively choose to nurture those leads on the given email address. Marketing automation tools can nurture leads with pre-written, automated email messages, and help you stay on top of their mind, giving them a chance to learn more about you.
After all, on an average, it takes about 7-10 touches to register certain brands and their marketing messages. A series of nurture emails with valuable content such as thought leadership, industry knowledge, and links to marketing collateral can help you reinforce your marketing message in several ways.
Use CRMs funneled by marketing automation to continue building the relationship
Prospect info gathered from these traditional channels can be manually entered into your CRM. Marketing Automation (MA) tools synced with certain CRMs make it possible to send the prospect info from CRM to marketing automation tools to track future visits. You can also track if your prospect shows more interest in your offering after your initial meeting. Marketing automation is then used to track, score, and nurture those prospects until they become a qualified lead. Anonymous visitor identification systems can also report visits from different individuals from the same company showing their cumulative interest. Keeping a watch on your prospect/company will help you solidify the next steps within your sales process.
Use of email marketing to inform and persuade your prospects in the funnel before the show
Bulk emails can be used to inform your prospects of the tradeshow booth you are setting up or a seminar you are hosting. The email informs and persuades the prospects on the list to come and visit you at those events, and they are an excellent way to – increase the awareness of your brand, and get a meaningful reason to get in touch with your prospect list to inform your prospects about your events along with your new or existing initiatives.
A set of 2-3 emails before the event is reasonable to stay in touch with your prospects and persuade them to take an action (such as opening the email, looking at the content), and hopefully attending and meeting you at the show.
Use online marketing with traditional techniques to increase brand awareness and get business online
It is never too late or too expensive to start online marketing and improving your website for better conversion. Online marketing will help you get business online and also help you establish your brand’s awareness. This online presence creates a buzz around your company and products and definitely gives your company an edge in the digital age. Combining the use of editorials or advertorials in your target market magazine along with an online banner ad will hit multiple audiences, both offline and online.
About Ritu Singh
Ritu has over 10 years of experience in planning, facilitating and executing marketing programs. She is passionate about marketing and driven to help start-ups and small to large companies market products and services online and offline.