10/31/2024
"Is traditional media making a comeback? I’m having trouble getting attention using digital media.”
We recently explored this great question during our Marketing Roundtable hosted by SCORE Mentors.
Digital media often offers excellent targeting and cost-efficiency compared to traditional channels. However, if your digital efforts aren’t gaining traction, it might be time to assess your strategy. Here are some questions to guide your approach:
🔹 Is your target audience on the platform you’re using? For instance, B2B audiences are more active on LinkedIn than Facebook.
🔹 Are you diversifying content formats like image posts, carousels, reels, and stories while analyzing which performs best?
🔹 Is your posting consistent and aligned with an optimal schedule?
🔹 Have you tried boosting posts or running ads? Paid options on platforms like Facebook, Instagram, and LinkedIn offer targeting and analytics that measure effectiveness.
🔹 Is there an enticing offer? Ads work best when they appeal directly to your audience’s needs.
🔹 Are you building an email list to re-engage your audience?
🔹 Is your website optimized for search, with helpful blog content?
🔹 Are you using video to create a personal connection?
🔹 Do you leverage short-form videos like reels, stories, or YouTube Shorts?
While digital media shines in flexibility and measurement, certain traditional channels can complement it well, especially for local businesses. For example:
🔸 Direct mail postcards with a compelling offer and QR code can drive traffic to your website, trackable through redemption rates.
🔸 Print media (posters, magazine ads) and local TV ads with a QR code help bridge offline and online engagement.
🔸 Local radio can be effective for promotions or events—just ensure the station reaches your ideal customer. Most stations offer digital ad packages as part of your buy.
Traditional media can be more costly, so careful targeting and budgeting are essential.
Ready to refine your strategy? We’re here to help you analyze what’s working, what’s not, and where you can gain attention more effectively. Send a DM!