Connecting the Pieces
As various social and interactive communication channels enter and leave the marketplace, CMOs can gain the strongest impact by blending all of these communication channels into one comprehensive interactive marketing strategy.
Cross-promotional efforts can help companies spread the word as new online marketing platforms are launched, boosting follower interest and opt-in. Below are 10 popular strategies companies use to maximize their digital marketing mix.
- 1. Use email marketing newsletters to announce new LinkedIn, Facebook or Twitter feeds, directing readers to social networking websites for sign-up.
- 2. Use Twitter to link followers to your latest email newsletter publication or blog article online to fuel interest and re-tweets.
- 3. Change email newsletter registration sections to include an option for joining the company’s social networks.
- 4. Use the sidebar on your email marketing newsletter to list all company social networking profiles, and use social networking profiles to gather email newsletter sign-ups.
- 5. Invite customers to participate in YouTube viral marketing video contests that show real consumers using and enjoying your products or solutions.
- 6. Read and respond to comments within social networks, developing newsletter or blog articles around topics readers discuss the most.
- 7. Launch a regular Q&A section in your company’s email newsletter that specifically addresses reader questions across all social networking platforms.
- 8. Include a link to your help forum or YouTube video tutorial within purchase confirmation emails.
- 9. Include a social bookmark console on product pages in case readers want to share your website or products with others.
- 10. Join relevant LinkedIn and Facebook groups, assigning knowledgeable representatives within your company to answer questions, thus positioning your company as a valuable industry resource.
When businesses share, network and create a dialog with their customers using various interactive marketing strategies, they show the public that they truly care about their customer’s experience before, during and after the sale.
* According to the company’s Interactive Advertising Model published on July 7, 2009.
