Just getting started in your marketing campaign? Your progress may be a little slow if you’re only using just one marketing medium, and you may not see a lot of results. Marketing your business can be tricky, but if you use more than one type of advertising medium, the benefits will help your business grow and thrive.
We should probably start by explaining what advertising mediums are. Sometimes called multi-channel marketing, advertising mediums are different ways you can advertise to your target audience. These categories include television, billboards and other outdoor displays, radio, print and direct mail, digital media, and internet/social media. You may not want to use all of these categories at once, but having more than one on the table at a time can be extremely beneficial to getting your name and brand out in the world.
Here are five reasons why using multiple advertising mediums is a must:
1. Increased Brand Awareness
Have you ever been browsing the internet and seen an ad for a product, then received a flyer in the mail for the same thing, then saw a billboard for it as well? It may seem like this product is suddenly everywhere. If you try different ways to put your products and brand out into the world, it may be on your potential customer’s mind a lot more simply due to exposure.
Not only that, but using different ways to find your audience means that you’ll reach a larger audience altogether. Not everyone listens to the radio or reads the newspaper or commutes to work, but lots of people might do at least one of those things. If you have more than one way your customers can see your advertising, you will have far more visibility, which can equal more sales.
Since there are so many different kinds of media, do a little research ahead of time to determine which will benefit your unique business most, and be flexible enough to change your tack when you get new information.
2. Building Credibility and Trust
When a prospective customer sees a single ad for an item or service, unless it’s something they specifically need, you are unlikely to see that interaction convert to a sale. It’s simply one ad amidst thousands of other ads from thousands of other—possibly more recognizable—companies. When you use multiple mediums, however, your brand becomes the more recognizable one. When people are more familiar with a company, they are more likely to trust its products or services.
Across all the mediums you use, keep the branding, tone, and even color scheme consistent. Make sure customers and potential customers can recognize you at a glance.
Another way to build trust is to use positive reviews in your various advertising media. Let potential customers know what current customers are saying about your business. Quote a great review in your latest ad campaign, post a glowing testimonial on your Facebook account, or write a white paper or blog article about a success story. Everywhere people look, they’ll be able to see that you’re good at what you do.
3. Customers Can Use Their Favorite Medium
If your customer has a choice on how to engage with your company, not only will you see more returns, but you’ll be able to gather more data as well. You can reach customers who use Instagram, read magazines, and watch streaming TV, and capture a number of demographics at once. And when they respond to your ads, you can keep track of where and who the traffic is coming from.
Having this data will help you figure out how you want to work your promotions in the future for even greater success as you refine your process. You might be surprised to learn that a particular medium does better than you expected or that it enables you to reach a demographic you hadn’t considered before. You’ll be able to use that knowledge going forward.
4. They Pair Well Together
Like fine wines and cheeses, you can pair media outlets for greater effectiveness. Not every business is the same, so be sure that you do a little research first on your own leads and conversions. For instance, you can pair digital with mobile marketing, TV with mobile marketing, and online with radio marketing. These are pairings most frequently associated with adults aged 18 to 64.
Providing these ads to your potential customers in different formats means they may see different ads at different times throughout their day, ensuring that you get a lot of attention. The Marketing Rule of 7 states that a customer has to see an ad an average of 7 times before they purchase an item. If you’re covering multiple media bases, you’ll reach that number more quickly.
5. Different Mediums Appeal at Different Times
People are more apt to interact with different mediums at different times of the day, week, or even year. Computer and mobile marketing can be most effective during the hours of 9:00 a.m. to 5:00 p.m. Maybe your customers are shopping in between phone calls at work or while they’re on their lunch breaks, or noticing your billboards or hearing your radio ads while they’re commuting to and from work. After that, TV and mobile marketing rise to prominence from 5:00 p.m. to 11:00 p.m., when the majority of people are at home relaxing, enjoying their favorite shows or playing a mobile game (or maybe both!).
You will also get different results depending on what day of the week it is. Digital marketing and mobile marketing are most effective during the work week and less effective on the weekend, for example. But during weekend sports is prime time for streaming ads
Whether you’re a new business or an established one, your marketing could always use a little boost. InnoVision is a committed, trusted team that has worked with clients in almost every industry, including car sales, radio, service industries, and casinos, to name a few. Contact them today for more information on how they can help you utilize multiple advertising mediums and make your marketing take off.
