The 5 steps for an effective ‘tradigital’ advertising campaign

"Tradigital" marketing combines traditional advertising such as direct mail and TV, newspaper, magazine and radio ads with digital marketing to create stronger results than either could do on its own.
I outlined the concept in an article a couple of weeks ago, and now I’ll outline the steps necessary for an effective tradigital campaign.

1. Know your audience

It seems obvious, but targeting an advertising campaign to the wrong demographic (or to “everyone”) can be a costly mistake resulting in poor results. With a clearly defined target audience, it is much easier to determine where and how to market your company.

2. Be creative

We use an acronym AIDA – Attention, Interest, Desire, Action. Insuring that this criteria is met will result in a more effective ad that delivers results. A well-crafted ad can often make the difference between a successful or disastrous campaign.

3. Have a ‘vanity URL’

In a tradigital campaign, your goal is drive as much traffic as possible to your digital destination. Many small to mid-sized companies continue to struggle with a website that is less than optimal. Many have a long wish list of how their site should be, but do not have the time or resources to get it there.
Here’s where a landing page or vanity URL can help.

Simply stated, this is a one-page website that has the sole purpose to welcome your visitors, show off your product or service, and allow visitors to quickly and easily find and act on your current promotion. That may or may not be something you have done, but the key here is to come up with a name that is easy to remember and ties in your company.

On average, the conversion rates of landing pages in tradigital campaigns are between 8 percent and 10 percent with one (a golf course) at a high of 32 percent. Can you imagine if a third of your traffic converted into new leads? To put this into perspective, quality traditional websites average a conversion rate of around 3 percent.

4. You need a social media tie-in

A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a custom Facebook tab that serves the same “landing page” function also works well. Of course. the social nature of FB, with the ability to share a page or to simply come across the offer because your friends also participated in it, can quickly multiply your responses.

5. Don’t forget email marketing

With many social media sites now charging you to sponsor an ad to reach a larger portion of your fans, email marketing remains the most effective way to close a prospect who is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your Facebook page, it is essential to have an email marketing strategy set up and ready to go.
This five-step ‘tradigital’ strategy, which uses a well-crafted TV, radio and newspaper ads to raise awareness of your company and add a sense of urgency to your offer, will increase the results of your campaign by 35 percent or more.
In the next series of articles we will drill down into each one of these steps so that you can clearly understand how a tradigital strategy delivers maximum results.

On average, the conversion rates of landing pages in tradigital campaigns are between 8 percent and 10 percent with one (a golf course) at a high of 32 percent. Can you imagine if a third of your traffic converted into new leads? To put this into perspective, quality traditional websites average a conversion rate of around 3 percent.

4. You need a social media tie-in

A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a custom Facebook tab that serves the same “landing page” function also works well. Of course. the social nature of FB, with the ability to share a page or to simply come across the offer because your friends also participated in it, can quickly multiply your responses.

5. Don’t forget email marketing

With many social media sites now charging you to sponsor an ad to reach a larger portion of your fans, email marketing remains the most effective way to close a prospect who is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your Facebook page, it is essential to have an email marketing strategy set up and ready to go.
This five-step ‘tradigital’ strategy, which uses a well-crafted TV, radio and newspaper ads to raise awareness of your company and add a sense of urgency to your offer, will increase the results of your campaign by 35 percent or more.
In the next series of articles we will drill down into each one of these steps so that you can clearly understand how a tradigital strategy delivers maximum results.

On average, the conversion rates of landing pages in tradigital campaigns are between 8 percent and 10 percent with one (a golf course) at a high of 32 percent. Can you imagine if a third of your traffic converted into new leads? To put this into perspective, quality traditional websites average a conversion rate of around 3 percent.