Brilliant Ways to Combine Traditional & Digital Marketing
People still value traditional marketing as a B2B asset. Practice shows that a combination of traditional marketing and digital marketing is worth your time. You can benefit in several ways.
To achieve long-term success for your business you have to always change, innovate, and risk many things. With the help of it, you can implement up-to-date high-tech products or services to make sure you are strong and stable in the digital economy.
Regretfully, if companies want to integrate marketing technologies they need to get rid of previously traditional tools. As a result, it can lead to a mistake that will cost a bomb. Thus, smart B2B organizations are still valuing traditional marketing as a strong tool. While more and more new technologies arise, the possibility of combining traditional marketing with digital marketing should interest many of us.
To use these tools to the fullest potential and get more and more leads who later turned into buyers, your team of marketers has to implement a comprehensive and multi-channel approach that is connected with traditional marketing.
Since the digital revolution, marketers have more possibilities to reach, interact, and convert their needed target audiences. However, the strategies of traditional marketing like networking, direct mail, and cold calling are still crucial for developing an unforgettable and lucrative brand.
If you want to build working and progressive strategy then try to take the best from both traditional and digital worlds through using new channels but with traditional assets. We listed for you the best ways to mix these worlds.
Cold calling and intent data
Experts are still arguing about cold calling and its effectiveness nowadays. Some want to leave this strategy for the past century and hear about it only in the books of marketing history. However, some experts offer an idea of combining intent data and cold calling. This pair can make quite a warm calls of tomorrow.
If marketers decide to apply intent data in the process of cold calling, they can achieve much better prospects. At the same time, they are going to have fewer contacts who are not interested in the products or services. Intent data helps in the search for convertible prospects and, as a result, cold calling is more effective than it was before. Thus, before deciding to make a call, find out whether:
- These prospects are looking for solutions like the ones you have;
- They are looking for other possible solutions;
- Any clues indicate if they are ready to purchase your product;
- You know how to assess and address the certain needs of your prospects.
- You have all the essential information for your sales team to make skyrocketing conversions.
More and more marketers aim to study all the possible information about their prospects. If we are talking about cold calling, LinkedIn profiles, basically meddling tactics and firmographics are not enough anymore. Thus, to leverage your conversion rates and lessen the stress for your sales team, intent data is a crucial piece for making the process as smooth as possible.
Printed press and nurturing of media
Experienced marketers know the real value of building and supporting buyer relationships at every step of the sales process. They implement a mindset that revolves around clients and their needs. As a result, such a mindset connected to the wish to enhance the number of sales with lower costs and adjust according to the changing journey of buyers.
Deep media nurturing has become a complex and multi-channel strategy that uses a wide range of digital tools. While it becomes more and more popular, many marketers already doing nurturing far from the simple inbox. From now on, only the savviest marketers can broaden simple nurturing beyond the digital world.
Premium programmatic display always can be used for running ads in online magazines as a deep media nurturing strategy. Of course, printed press is not as used as it was years before, there are still many reasons why printed variants of digital magazines are still in demand.
If you plan to use deep media nurturing as a method to reach your prospects through multiple channels to enhance the possibility of conversion it is understandable to implement print media advertising into this combination to optimize conversion rates.
Besides this extra interaction point, print media is notable for some special benefits. In comparison with a digital alternative, print ads are considered to be less meddlesome and have a longer date of expiry. Moreover, a printed advertisement in some cybersecurity magazine is going to be seen until there is a physical copy of that magazine.
Furthermore, if you are looking for the flexibility of ad placement then print media is the best variant. In comparison with program display advertising where the position of your ad is set by digital bidding on various advertising exchanges, in print media, you can always choose the placement of your ad.
Bottom line, while deep media nurturing is based on building customized messaging synchronized with the client’s journey, print media creates the possibility to be more detailed and communicate with the target audience in publications of niche industry with effective messages.
Events and account-based marketing
Nowadays, Many well-known and thriving B2B marketers use mainly Account-Based Marketing (ABM) to find and engage with accounts that are interested the most in product or service. With the help of optimized targeting power and privacy of live-event marketing, marketers can implement the potential of both tools into reality.
A high-quality technology stack of ABM not only supports practitioners with the most profitable accounts but also will show an immediate view of the main influencers of the target audience. If you implement such intelligence in your processes that will help you planning and even implementing the most advanced strategy of event engagement.
While marketers filter their suitable accounts, they still have to control the online actions of their targets and find the signals that may push the outreach of your event. At all accounts, each group of a target will tell you about their interest in financially supporting or attending your specific event.
This ABM technology provides all marketers with effective access to the latest insights that are based on accounts’ online activities and provides the possibility to use this knowledge in their processes. Moreover, ABM allows marketers to erase unproductive industry events.
How is it possible? Marketers do it by prioritizing the most important events and find locations of the most crucial contacts in the list of their target accounts. Or they find out which trade account attends or sponsors so that they can assign their sources to the most efficient locations and events.
As soon as you identify the needed event or location where you may find perfect prospects, you or your marketers should decide which decision taker can do full tet-a-tet conversation. Direct communication is a complex piece of a promising ABM campaign because it supports the productive two-way exchange of value between a target audience and a marketer.
Leveraging the full range of possibilities of ABM to get the best insight about your prospects creates a possibility for marketers to implement strong relationships that are based on a complex understanding of the prospect’s shopping habits and needs.
Established content platforms and Geotargeting
Old-school content platforms like banners and billboards are coming back in B2B marketing to build brand awareness, work with new target audiences, and strengthen brand communication.
To upgrade the influence of the traditional advertising platform, you can add to this mix geotargeting. This technique narrows down the geolocation of visitors and users and provides customized content according to the user’s geolocation. If you will know a certain location of your target audience, it will give you a better grasp of the idea of what are their personas and what journey maps do they have. As a result, you can promote your content in places where it is going to be seen and remembered.
If you want to develop brand equity in crucial areas try to put messages in strategic places. For example, the proper target location could be a sports arena during some matches, a conference, or a local bus whose usual route goes through a business district where you have a target audience.
All in all, a factor of an effective strategy is the stretch to which it communicates with its audience at the right place and time. You may use the geotargeting tool as a digital compass and utilize that location data for personalization and wide outreach.
Direct mailing and lead nurturing
If you use only lead nurturing for optimization of conversion rate do not forget that a big volume of online exchanges can be harmful and even enhance the possibility for your email to end up in a digital spam folder.
A cautious strategy to restrict the digital message being forgotten by the enormous amount of online content is to enhance lead nurturing with direct mails. Of course, it seems not an up-to-date method, however, with the rate of inbox saturation, such a strategy can work just fine. The main idea in all of this is to offer prospects valuable and relevant content that will make the brand memorable for them. If you send six follow-up emails and all of them fail to find a response from prospects do you think there is a possibility that the next one is going to be successful?
But then a physical follow up emails like a postcard or a thoughtful gift is that exact peculiarity that motivates a prospect to think through your offering and agree to a meeting. The business world knows countless opportunities for personalization. Among them direct emails entail need a lot of time to develop trust between parties, however, they always include all prospect’s needs. As a result, they are more likely to be answered and moving better in sales funnel.
We live in a world of constant technological innovation. Some of us forget about not so technological traditional marketing tools and channels. However, while people think these channels are out-of-date they still have great potential to greatly boost your marketing campaigns.
Nowadays, well-known organizations are trying to take a new look at the interaction between traditional marketing and a digital one, implementing a complex mix of old and new things to develop diverse forms of engagement that can boost easily conversion rates. If you want to drive ROI think about this practice.
Modern marketing is about assessing how to strategically smart use marketing tools in the service or product. Leaving some capabilities only because they are not up-to-date will lead to short-sighted and unproductive decisions.