In the digital age, the line between traditional and online marketing has blurred. Offline marketing was once considered “traditional,” but today’s marketers are just as likely to advertise online as they are in print or on TV. However, there is still one distinct difference between online and traditional marketing that you need to take into consideration. Depending on your niche, it might be more effective to use one tactic over the other. We’ll discuss a few situations where you might want to try one strategy over the other.
Determining the Best Marketing Medium For Your Niche
If you’re not sure which type of marketing works best for your niche, it’s a good idea to try both. Use the same approach for evaluating the effectiveness of your marketing efforts. You can start by looking at the numbers. What are your current conversion rates, click-through rates, and dollar values? Then, ask yourself, “Does my target audience react better to this media or that one?” Your goal is to find the combination that gets you the most leads and revenue. You may need to try a bit of both to get there.
Print Is Still King When It Comes To Reach And Engagement
Although online marketing has significantly reduced the barrier to entry for reaching potential customers, the simple fact is humans still love to look at and be engaged with tangible things. According to HubSpot Blogs research, print is still the number one marketing channel for B2B businesses, with 89% of respondents using it at least occasionally. That’s more than twice as much as the next-most-common channel, YouTube (41%).
Print is also the preferred method for B2C customers. 68% of respondents said they prefer to receive marketing materials in the mail, as opposed to online (20%) or in a digital form (12%). Perhaps it’s not surprising, given the preference for tangible things, that 65% of those respondents said they would prefer to receive coupons and discounts via mail. It’s the best of both worlds: the marketing team can see how many people opened the mail (engagement) and the customer gets value (coupon/discount).
Content Is King, But Video Is the Future
If you’re not using video content in your marketing, you’re seriously missing out. According to HubSpot Blogs research, video is now the second-most-common type of content after text for B2B marketers. That’s a significant jump from digital marketing agency 1stdibs’ research showing video as the third-most-common content type three years ago.
Even more interesting is that when video isn’t used in a marketing plan, 50% of respondents say their business would not benefit from having video content. However, when used appropriately, video can be a powerful medium. In fact, only 23% of respondents said they wouldn’t enjoy having video content in their marketing.
The most important thing to keep in mind when using video in your marketing is to plan out a strategy. You don’t want to just throw up a quick video and think it will attract customers. Instead, you should consider the following:
- Who is my target audience?
- What do I want them to do?
- How do I want them to do it?
- What is my video’s purpose?
- Why should people listen to me?
- What action do I want people to take?
- Where do I want them to take that action?
- What platforms do they use?
- How do I want my video content to look?
- Colour vs. B&W?
- Music vs. No music?
- Narration vs. No narration?
- Script vs. No script?
These are all questions you need to ask yourself before creating a video and throwing it up on the internet. Make sure that the video answers these questions and has a purpose. You can also use video content to demonstrate a product or feature. However, keep in mind that your target audience might not be familiar with the product or feature you’re demonstrating, so make sure you have that in mind when creating the video.
If you want to learn more, here are some great tips from HubSpot Blogs on how to incorporate video content into your marketing plan.
Pro-Tip: Use Video To Answer All Of Your Questions
If you don’t have the time to create a video answering all of your questions, there’s no reason to create one. Instead, you should take advantage of the many platforms video content now exists on. Instead of just having text on your blog or website, use the following platforms to showcase your expertise:
The best part of having all of these platforms is that you can use them to showcase different aspects of your expertise. For example, on YouTube you can share videos discussing your product or explaining how to use it. On Facebook, you can share photos of yourself working with your product or explaining its benefits. On Twitter, you can share the latest news articles regarding your niche.
This is a powerful tool because it allows you to answer all of your questions and provides an opportunity to educate your target audience. It also makes it much easier for customers to find and remember you. Remember: video is, by its very nature, visual content, so make sure that your video stands out and is easy to find.
Try Something New!
If you’ve been using the same text-only marketing approach for years, it might be time for you to try something new. According to HubSpot Blogs research, 22% of respondents said their business would not benefit from having video content in their marketing, while 13% said they would not enjoy creating it.
If you’re one of these businesses, maybe it’s time for you to consider trying a new type of marketing. In the digital age, consumers have a multitude of choices when it comes to finding information, and it might be difficult for your business to stand out among the competition.
However, there are still a few distinct differences between traditional and online marketing that you need to take into consideration. The best marketing plan might incorporate both, but you need to ask yourself which type of marketing works best for your business.