Although no reasonable person would deny the importance of a digital marketing strategy, there are plenty who would argue that it’s no replacement for more traditional alternatives. For some businesses, this means advertisement in offline sources like television, radio, local newspapers, billboards, and so on. For others it might mean direct contact between businesses and prospective clients or customers, as you might see at trade shows or in simply cold-calling leads from a curated list.
This blog has frequently made the case that the best digital marketing strategy is one that makes full use of various different platforms and resources, such as Google advertising, social media management, influencer marketing, etc. But even though we’re specifically a Los Angeles digital marketing firm, we recognize that there are plenty of companies in the local area and throughout the world for which this kind of integrated strategy is not complete unless it also incorporates more traditional elements.
This can be more challenging to accomplish, since it’s sometimes difficult to find a partner company that specializes in digital marketing while also offering the same services as an old school advertising agency. Thus, there may be some elements of your digital marketing strategy and your offline strategy that remain more loosely integrated, with a couple of different contractors controlling different aspects. The good news for you, and also for us, is that the gap between traditional and digital marketing strategies is shrinking in some areas.
Fond Memories of Hard Times
It may come as no surprise to hear that the effects of the pandemic and the prevalence of work-from-home arrangements has helped to speed up this process. With California boasting the nation’s lowest infection rates and a quarter of the population vaccinated, you might anticipated that those effects are coming to an end. But even though circumstances will bring an end to the necessity of remote work and social distancing, the public’s newfound familiarity with those things might have a lasting impact.
One of the defining features of the past year has been the use of Zoom and other video conferencing apps to conduct business meetings, interviews, classroom instruction, and more. Certainly, many people have found this to be a hassle and are eager to return to a more intimate and personal experience. But there are bound to be others who recognized more benefits than drawbacks in this new way of doing things, or at least more opportunities.
Among those people, there may now be a permanent interest in video calls, and you may be able to capitalize upon it as part of your digital marketing strategy. This sort of tool is especially relevant for someone whose business model has traditionally entailed directly demonstrating a product to the public, or pitching a service or investment opportunity to potential leads. If those businesses adapted well to the pandemic, they’ve already been engaging in those activities online for months. The question now is whether to phase this strategy out, abandon it all at once, or keep it going.
The answer to that question will naturally depend on the individual preferences of the business owner, as well as the preferences that competitive research reveal among prospective customers and similar companies. If there’s any reason to believe that those customers have found a Zoom-enhanced digital marketing strategy more enjoyable or more convenient than its person-to-person alternative, then it would be foolish not to at least consider making some portion of future pitches through video conferencing.
This sort of digital marketing strategy may have significant advantages for the company and its employees, as well as for consumers who would rather log into a demonstration from home than attend one in person. At a glance, this arrangement may seem like it requires that schedules be coordinated at least as carefully as they are for in-person sessions. But as a tool, “automated webinars” give business owners the option to pre-record their presentation and then set it up to look as if participants are enjoying the immediate access that comes with a live stream.
Incorporating Other Tools and Strategies
If an automated webinar seems deceptive, bear in mind that there are ways of amplifying the simulated live stream experience to the point at which it’s indistinguishable from the real thing. With a sufficiently talented web development team, the company running that webinar can integrate live viewer comments into the session and connect participants to a discussion forum or chatbot after the fact, so they can follow up on what they’ve viewed in real time.
With this union of live interaction and pre-recorded video content, your digital marketing strategy can achieve the best of several worlds. You can provide a sense of personal attention to the customer or client, but without putting too much strain on your own resources. You can also repeat the process, perhaps with different pitches or different audience demographics, on a daily basis, using a series of videos you recorded in a single session.
Of course, if you don’t this broad of an approach, it may be easier and more effective to schedule an online meeting that’s really live. In any case, the effectiveness of your video pitch or product demonstration will depend on your ability to coordinate everything and promote viewership without taking away from your other essential tasks.
In other words, online versions of in-person marketing sessions are another proving ground for an integrated strategy. Furthermore, they highlight the need for a trustworthy partner company that can implement all the aspects of your digital marketing strategy, including the ones you’ve newly adapted from offline activities, while leaving you free to focus on making the most effective pitch.
If your digital marketing firm is sufficiently multi-faceted, it should be able to set up the infrastructure for your automated webinars or client meetings, promote those sessions via social media, email, and relevant online advertisements, and guarantee that your website leads prospective visitors directly to the page where the event will take place. There’s a lot involved in bringing offline activities into your digital marketing strategy, but you, the entrepreneur, shouldn’t have to worry about any of it.