You probably know by now, if you’re fans of b digital about the term ‘tradigital’. This is the focused effort of using traditional media to drive traffic to a digital domain. That’s all great but how do execute this effectively.
Step 1 – A well-crafted ad – uuuugh! The nemesis of all that social media stands for, the dreaded ‘push’ or ‘outbound’ message that typically is forced on the audience or listener, and is no longer effective. Well, quoting Dan Oday, the most effective form of mass media to drive targeted traffic to a website is radio. However, in order to do that, the ad needs to address one need, and offer solutions the listener will deem valuable. The call to action on this ad is no longer about call, or come in today, it’s about joining ‘us’ at an easy to remember landing page and sign up for your offer or promotion.
Also, in the ad it is important to offer a value of service that does not require the listener to ‘do business’ with you. For example if you’re an air-conditioning company offer a ‘cost-savings calculator on your site that will show how much energy a person can save if they upgrade their unit.
Step 2 – The landing page or vanity URL is a key component that most advertisers are afraid to commit to. The fear is that if you’re sending traffic to a page that is ‘not your website’ or does not brand your name it’s too risky. If your name is McCowsky Air Conditioning and Plumbing, and have the website mccowskyacandplumbing.com, that’s great, but not ‘tradigital’ friendly. Why not ‘supercoolac.com’ or ‘superplumber.com’ These names will be much easier to remember when repeated in the radio ad.
The landing page should have one clear conversion strategy, meaning, what you ‘really want the visitor to do, but as we mentioned earlier other conversion points such as using a helpful tool or accessing a resource should also be made available. Linking to your site is of course part of the strategy, and integrating your social media, facebook, Twitter, Linked-In, YouTube pages is also very important.
Step 3 – What do you do with all this information you collected? Obviously if you offered coupons or a direct ‘sale’ promotion, a small percentage of your audience will actually use it within a relatively short amount of time. Most however, will take more than one exposure to your deal, no matter how great it was, to convert to a customer. This is where your email and ‘inbound’ marketing strategy kick in. If they opted-in for an email, they are requesting information from you, so make sure you provide it and that you provide it on a consistent basis. Different purchases have different buying cycles. Upgrading your AC typically takes longer than using a coupon for a large pizza pie, and keeping your company relevant and ready to serve that customer is a key component of a good email campaign. In addition, keeping active in your social media space keeps your prospect updated on your goods and services, and can be a great way to engage them with a new offer, contest or promotion.
Step 4 – Evaluate and do it again! Google analytics and the ‘Insight’ tool on Facebook will give you in-depth information on all your visitors that you can use to craft your next campaign. In addition, use your Facebook page as your own personal ‘focus group’. This is a great place to ask questions about your company, just be prepared for honest feedback!
If you can get your arms around this tradigital strategy, and understand that ultimately you are building your own audience, which will eventually make you less dependent on media and more self-sufficient, the journey will be quite rewarding!