How To Develop A Cross Media Marketing Strategy

Crossmedia Concept, Infografik

Cross media marketing is one of the hottest trends in the marketing world in 2017, and when you have the right strategy, it can be an incredibly innovative, effective, and lucrative way to connect with your customers.

But if you’re new to the cross media marketing game, coming up with a strategy might seem daunting. With so many moving parts to consider (different media channels, different KPIs, different customer bases), coming up with an effective cross media marketing strategy that delivers the kind of results you’re looking for is definitely a challenge.

But it doesn’t have to be. Once you know which areas to consider, developing a cross media marketing strategy is just a simple matter of checking off the boxes.

Let’s take a look at how to develop a cross media marketing strategy:

 

Define Your Goals

Before you do anything else, it’s imperative that you define your goals for your cross media campaigns. If you don’t know your metrics for success, it will be impossible to measure how well your campaign performs.

Ask yourself “what results do I hope to gain from this campaign?” Is it driving sales for a new product? Getting more opt-ins for your email list? Increasing brand recognition by appearing on larger media channels? Define what success means to you and then define the metrics that you’ll measure that success against; so, for example, a successful campaign might mean 10K+ new email subscribers or $1mil in sales for your new product.

 

Get To Know Your Audience and Choose Your Media Accordingly

Before you start putting your cross media marketing campaign into play, it’s also important to get to know your audience so you can optimise your strategy to get results from your particular demographic. Different customers will respond differently to different media channels, and you want to plan your campaign accordingly.

So, for example, if you’re targeting a millennial audience that’s heavy on mobile, you would likely want to consider social media, PURLs, and SMS messaging as effective channels to reach your target demographic. If you’re targeting an older audience who’s traditionally less tech-savvy, you might want to focus on more traditional media channels like print or TV.

 

Develop Your Campaign

Once you’ve got your KPIs, audience, and media channels locked in, it’s time to actually develop your campaign and create the content you’re going to push out from each channel.

The most important piece of a successful cross media marketing campaign is consistency across channels. So even though you’ll be pushing out different content on say, social media and print, you still want to create a consistent brand experience across all channels to give your campaign a cohesive feel.

 

Track Your Channels and Metrics

Once your campaign is out into the world, it’s important that you track all of your data and metrics. Obviously, you’ll need to track response rate on all channels, but you’ll also want to keep an eye on other metrics, like the time of day people are most likely to respond and which channels are connecting best with specific sectors of your audience. When you have that data, it allows you to…

 

Optimise

Take your data and metrics and use them to continually optimise your strategy to improve your results and response rate. The best campaigns are the ones that evolve to meet the needs of their audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  
I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

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Why You MUST Include Integrated Cross Media Marketing In Your Marketing Strategy

cross mesia

If you keep up with news in the marketing world, there’s a term you’ve likely heard being buzzed about for the past few years: cross media marketing.

Cross media marketing is a marketing strategy that leverages multiple channels, both traditional and digital. While similar to multimedia marketing, which delivers the same marketing message across multiple channels, cross media marketing differs in that it leverages each channel to drive customer behavior and interactions across all mediums.

And if you want to drive serious success in your marketing campaigns in 2017 and beyond, cross media marketing is a must-do. Here are three reasons why you MUST include integrated cross media marketing in your marketing strategy:

 

It Creates A Personalised Experience For Your Customers

One of the major benefits of cross media marketing campaigns is that you have the ability to create a unique and personalised experience for each customer.

By leveraging strategies like PURLs (personalised URLs), which create a unique and personalised landing page for each client, or VDP (variable data printing), which personalises digital communications in real-time to give each user an experience that feels specifically tailored to them, cross media marketing offers the opportunity to customise customer experience. And the more your customers feel that your content and marketing messaging speaks to them specifically, the more customers you’ll be able to convert.

 

It Gives You The Opportunity To Connect With Your Customers Across Multiple Channels

Cross media marketing also presents the unique opportunity to deliver your content and marketing messaging from each campaign across a number of channels. By diversifying your content channels, you increase the probability of getting your message in front of the right person.

By leveraging multiple channels, you also get the opportunity to strengthen your branding by creating a consistent experience across all channels. So, when your customers interact with you across each channel – perhaps first it’s on social media, then through a personalised mailer, then through a video ad or an SMS message that takes them to a PURL – you’re strengthening your brand messaging and solidifying the experienced for them.

 

It Bridges The Best Of Both Worlds

Cross media marketing is a must if you’re targeting a wide demographic (like milennials to baby boomers) because it bridges the best of both worlds: traditional and digital marketing.

By leveraging both traditional (like print) and digital (like mobile) channels, you’re able to cover all your bases and ensure that you’re not alienating any of your audience by focusing solely on a marketing channel that doesn’t connect with them.

So, for example, if you focused on strictly on traditional marketing channels, you might miss connecting with a more tech-savvy crowd, while if you focused strictly on digital channels, you would miss out on connecting with the more traditional folks. By having a cross media marketing strategy, you cast a wider net that ensures you capture all your customers, no matter what channel they prefer. And because cross media marketing drives specific interactions between channels, you’re also encouraging your customers to interact with you across all channels, including ones they might not be as familiar with, which increases their engagement with your brand.

 

It Gives You Valuable Insights Into How To Drive Revenue

One of the biggest reasons you must consider adding cross media marketing to your overall marketing strategy is because it gives you valuable insights into customer behavior and how to better drive revenue. By looking at your response rate (and where those responses are coming from), you can gather which marketing channels connect best with your audience, how to best deliver your marketing messaging, and how to continually optimise your campaigns to drive more revenue. The metrics on cross media marketing campaigns are incredibly powerful and can help you generate more revenue with your campaigns.

If you want to see real results in your marketing campaign, you must include integrated cross media marketing in your marketing strategy. By integrating print, traditional, and digital channels, you’ll

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality cross-media marketing, graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross-media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Cross Media Marketing: How To Bridge Print and Digital To Drive Results

PrintAndDigital

The beauty of cross media marketing campaigns is that they leverage multiple channels – both digital and traditional – to effectively connect with more people in more ways.

When done well, cross media marketing campaigns can drive better results than traditional or digital marketing strategies alone. But how do you pull off a cross media marketing campaign? How do you bridge traditional methods (like print) and digital methods to drive results and hit your campaign goals?

Here are three ways to bridge print and digital to drive results and get the most out of your cross media marketing campaigns:

 

Create A Consistent Brand Experience

The most important part of any successful cross media marketing campaign is consistency. When you’re interacting with your customers across multiple channels and mediums, it’s important they have a consistent brand experience no matter where and how they interact with you.

For example, let’s say you sent out a personalised mailer that included a PURL that tied into a social media campaign. Your mailer, the landing page for your PURL and your social media channel should all have a consistent look and feel; you should use similar colours, fonts, graphics, copy, and other elements so each part of your campaign (and each channel) feels like part of a greater whole. If your mailer has a certain branding that’s totally different from your PURL landing page which feels completely disconnected from your social media presence, you’re going to confuse your audience – which will hurt results.

 

Use Print To Drive Your Audience To Digital

One of the best ways you can successfully bridge traditional and digital methods in your cross media marketing campaigns is to use print to drive your audience to your digital channels.

We already mentioned using a print mailer to send your audience to a PURL, but there’s so many other ways you can leverage print to drive digital results. If you’re running a local campaign, you could hang a billboard or other big signage around town that drives curious passerby’s to your social media profile or to an opt-in form to learn more about your campaign. Or, you can add QR codes to your marketing cards, where your customers can scan the code into their phone and use it to unlock campaign-specific messaging, coupons, and other special offers.

Using print as a way to drive more traffic to your digital channels is an effective method for increasing the results on your cross media marketing campaign.

 

Think Outside Of The Box

The most effective cross media marketing campaigns are the ones that are both unique and memorable. If you want your campaign to have a serious impact, think outside the box and brainstorm creative ways you can leverage print and digital to reach more customers, get more results, and drive more revenue.

For example, let’s say you were a new restaurant looking to grow your social presence through a cross media marketing campaign. While you would obviously want to funnel a number of your resources towards digital strategies, thinking of creative ways to tie in print could drive new followers you might not have otherwise reached. Maybe you partner with a local juice shop and have them pass out cards to their guests which include your social media URL, where they can enter to win a free dinner for two. Or, maybe you put a text code on your menu where diners text to get a link that sends them straight to your social profile. The possibilities with cross media marketing are virtually endless; you just need to be creative, think outside of the box, and come up with innovative ways to reach your customers.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

ACQUIRED by Rogue – 1 to 1 Personalised Marketing

ACQUIRED SMALL A FINAL

Click here to view our detailed Cross Media Primer Booklet

There’s one universal goal in business, no matter what industry you’re in – and that’s to get more customers.

Finding and acquiring new customers is the backbone of any successful endeavor, and if you want to stay competitive, you need to find new and innovative ways to find your target customers.

At ACQUIRED by Rogue, we work with our clients to develop cutting-edge acquisition strategies that helps them stand out against their competitors, grab their audience’s attention, turn those prospects into customers, and keep those customers coming back for more.

 

And how, exactly, do we do that?

We’ve developed a system that takes prospects through a marketing funnel to a personalized URL (PURL – to find out more about PURL’s, click here), which creates a highly personal marketing experience that increases conversions and engagement.

To discover the four key steps that we use in our process, click here

Or

Click Here To view our Cross Media Primer booklet and discover more about how a cross media 1 to 1 campaign to your clients can drive your business

cross mesia

Branding and Copy: How To Use Words To Strengthen Your Brand

typewriter-imageWhether you enjoy writing or not, the fact of the matter is it’s something you (and your team) will be doing a lot of as your business grows. Your copy and how you communicate with your audience forms the structure of your brand; how you talk to your audience and what you put out into the universe will determine how your brand is perceived – and ultimately how successful it is. So, needless to say, copy is a HUGE part of your branding efforts.

But what are the rules for great copy? How do you use your copy to connect with your audience – and get the kind of results you want? Here are 4 tips on how to use words to strengthen your brand:

 

Be Genuine

The first thing you want to keep in mind when writing any of your brand copy is this: be genuine. Above all else, people connect with authenticity, and they want to work with brands they feel are being authentic.

So what does this mean for your copy? Well, it means that when you’re writing, you need to stay true to who you are as a brand. Your brand voice should reflect your brand values, your culture, and what you’re about. It also means that what works for other brands in your space may not work for you. Different voices and copy strategies have different levels of success depending on your branding and your audience, so just because you see other people following a particular copy structure or using a certain voice in their copy, it doesn’t mean that it will connect with your audience.

Every time you write a piece of copy, read it back and ask yourself “does this sound like who I am as a brand?” If the answer is no, rewrite it.

 

Be Honest

Another thing you want to be hyper-aware of when writing copy is being honest. This is particularly important in sales copy. One of the biggest assets you have as a business is the trust you have with your customers, and the last thing you want to do is break that trust by writing half-truths or flat out lies in your copy.

This low-grade dishonesty typically comes out when you’re trying to write copy to persuade your audience to buy your product or service. To avoid this, when writing your copy, stay away from using sensational language or making claims that can’t be backed up with facts. Don’t exaggerate and stick to the truth.

If you write something to your audience, make sure it’s something you can back up with facts.

 

Be Consistent

One of the most important aspects of branding is consistency. You want your audience to have a consistent brand experience whether they’re interacting with your brand on your website, your social media channels, or through a print poster campaign.

Before you write ANY copy, you need to determine a brand voice. What do you want to say and how do you want to say it? Get as specific as possible and try to develop your brand voice with your audience in mind: what type of voice will they respond to? Would your audience connect more with a friendly, casual tone? Or are they looking to you as an authority and, as such, need a more authoritative and corporate tone?

Once you determine your brand voice, you need to make sure you carry that voice across every piece of copy you write.

 

Be Emotional

Just as important as authenticity, honesty, and consistency in your copy is emotion. If your copy is flat and emotionless, it’s not going to connect with your audience – and, as such, they’re not going to be moved to engage with your business further.

When writing your copy, use language that packs an emotional punch. For example, if you’re writing a social media post to get people interested in your new product, use your copy as a way to build an emotional attachment between your audience and your product. What problems will your product solve for them? How will it make them happier or more content? How will it make their life easier?

By appealing to your audience’s emotions, you’re significantly more likely to see results from your copy.
How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

 

Digital Marketing Basics For Small Business Owners

digital-marketing-umbrella-imageAs a small business owner, you’re probably wearing a number of different hats. You’re the CEO, the salesperson, the bookkeeper… the list of responsibilities of a small business owner is seemingly endless.

And another (important) hat that you’re likely wearing is Chief Marketing Officer. But unless you come from a marketing background, the world of marketing – and, in particular, digital marketing – might seem completely foreign to you.

But it’s important that you wrap your head around the basics of digital marketing. A solid digital marketing strategy in conjunction with more traditional avenues like print and direct mailers is essential for small business success in 2017.

Here are a few basic areas of digital marketing that you’ll need to know as a small business owner to hit your marketing goals in the upcoming year:

 

SEO

SEO stands for “Search Engine Optimization”. Basically, SEO is the practice of optimizing your website for search engines like Google or Bing, which will make it easier for potential clients and customers to find you. The better your SEO, the higher you’ll rank in the search engines for your chosen keywords and the more qualified traffic your website will receive.

On-page SEO refers to the actual code and content of your website (or, in other words, anything that happens on your actual website). Off-page SEO has to do with external sources, like relevant links.

SEO (and, in particular, on-page SEO) can get pretty technical. But luckily, many website platforms, like WordPress, come with built in SEO tools to help manage your site’s optimization.

 

Content Marketing

Content marketing has gained popularity in the past few years as a relevant and successful digital marketing tactic. Content marketing is pretty simple in nature – it’s the practice of creating high-quality, engaging content to connect with your audience as a way to drive sales.

Prior to the rise of content marketing, a significant amount of focus was put on SEO. Websites would create poorly written, low-quality content that was optimized to rank well in the search engines under the assumption that the traffic was what mattered, not the content.

But now, consumers demand quality content from the brands and companies they follow. They want to be engaged, to be educated, to be entertained. And content marketing is the way to do that.

Make sure that all of the content on your website and across your social media channels is well-written and consistent with your corporate voice. Consider creating a blog to deliver high-quality content to your audience on a regular basis. Every day, ask yourself the question “how can I add value to my audience through great content?”

 

Social Media Marketing

One of the fundamental rules of marketing is to target people where they already are. And these days, people are on social media. Social media marketing is incredibly effective because you’re building your audience and delivering your marketing messages on the platforms where people are already engaged.

Social media marketing can include building an organic following across different platforms, Facebook advertising, or creating video marketing messaging on platforms like Snapchat. How you leverage social media marketing is up to you. Research your target market, find out the most effective platforms to reach them, and then invest in building a presence there.

 

Analytics

The last digital marketing basic that you need to be aware of as a small business owner is analytics. Whatever digital marketing strategies you decide you want to use, it’s absolutely essential that you track your results and understand the analytics piece.

Your digital marketing success is reliant on understand what’s working, what’s not, and continually optimizing your strategies in order to get the best results.

As you start out in digital marketing, you’ll just want to stick with the basic analytics tools. For your website, Google Analytics is a great tool for understanding your traffic and audience behavior. If you’re focusing, Facebook Insights will help you understand what campaigns are working and which need to be tweaked. As you grow your digital presence and start to expand, you might want to invest in more robust analytics tools, like Kissmetrics or Raven Tools.

The bottom line is without analytics, you’re just guessing at what’s working with your marketing, which can lead to lost opportunities and lost profits.

Digital marketing might seem overwhelming. But once you master the basics, you can start experimenting with more complex concepts, and before long, you’ll be taking your small business into the big leagues.
How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.

Design and Marketing: How Good Design Helps Your Marketing

marketing-design-imageMarketing is one of the most important areas of your business. No matter how fantastic your product or service, if you don’t get the message out to your potential customers, no one will ever know it exists.

But having a solid marketing plan on its own just isn’t enough. In order for your marketing to generate the type of results you’re looking for, it needs to go hand-in-hand with good design.

Good design is so much more than just “looking good”. It can actually help you hit your marketing goals.

Here are 3 ways good design helps your marketing:

 

Design Can Drive Conversions

Marketing, at its core, is all about conversions. You want to get as many eyes onto your marketing message as you can, and then you want to convert as many of those eyes into paying customers as possible. And one way to get there? Great design.

Design can help to influence your audience’s behavior, including influencing them to hit the “purchase” button. By leveraging things like color psychology, specific placement of certain design elements, and even strategic font choices, you can encourage your audience to take certain actions, which can increase your conversions.

So, for example, let’s say you were creating a landing page and ultimately wanted to drive people to purchase your ebook. You could leverage different design elements to make that happen, like using red as the color for the purchase button (which, according to color psychology, inspires people to take action) or designing the layout to showcase the buy button in the place that people are most likely to click.

Great design not only looks polished – it can actually help you hit your conversion goals.

 

Design Can Reinforce Your Branding

You already know the importance of building a strong brand. But did you know that design can help to reinforce your branding and reach your marketing goals?

Let’s say, for example, you own a real estate consulting company and you want your audience to view you as traditional, corporate, reliable, and trustworthy. You can use design to reinforce those brand concepts with your customers.

By using design elements like sturdy font choices, traditional colors, and clean, simple graphics, you can reinforce your message and showcase your traditional values and trustworthiness through your design.

Or, on the flip side, let’s say you own a children’s clothing boutique and you want to be viewed as fun and child-friendly. In that case, you’d want to use whimsical font, pastel colors, and cartoon-like graphics.

By being strategic about design, you can make your brand messaging even strong with your audience.

 

Design Helps You Beat Your Competition

No matter what niche you’re in, you’re bound to have a healthy dose of competition. Nearly every industry under the sun is over-saturated, and you have to fight to get your audience’s attention.

But you CAN break through the noise and clutter to make an impact on your audience. One of the best ways to beat your competition and win your audience’s attention is through great design.

When given the choice between engaging with a brand that has mediocre design and a brand that has great design, your audience will always be pulled towards the great design. It’s like the old saying “you eat with your eyes first”; humans are visual creatures, and the more visually interesting something is, the more interested they are.

By investing in great design, you can get a leg up on your competition and build a larger audience.

 

How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.