If your company or clients only advertise, opportunities are missed.
If only media relations or just any other type of public relations, opportunities are missed.
If only direct mail, opportunities are missed.
If only SEO or SEM, opportunities are missed.
If only Twitter, opportunities are missed.
If only, Facebook, opportunities are missed.
If only blog, opportunities are missed.
Okay, by now you get the picture.
While my communications career has had its focus, I’ve never been a one-size-fits-all type of person. In the same way, companies should not limit themselves — budget permitting — to one communications approach.
Each communications vehicle can play off another. For example:
In advertise, beat your chest. Brag. Boast.
For media relations, educate your audience about what your ads brag about, show real-world examples, and prove to your media contacts how/why it’s news.
Then, try to combine your editorial targets with your media schedule to get more opportunity to make more and varying impressions on readers in each issue.
Take social media as another example:
If you have a Facebook Page, great. Provide value. Encourage discussion. Get feedback. Do a little self-promotion.
Complement that Facebook effort with a Twitter account to seek out those who might be interested in being part of your Facebook Page community. Facebook Pages are limited in self-promotion because Facebook’s platform is focused on individuals. That’s why you have people suggesting Pages, and companies starting off with a Profile; and later moving to a Page — asking their friends to take still another step and become fans.
But, with Twitter, you can be proactive by searching for tweeple tweeting about your terms, and then following them, engaging them and directing them to your Facebook Page.
Sure, there’s more people using Facebook than Twitter, but I’m talking about just one tactic for reaching out to prospective community members, rather than relying on your personal network or being passive.
The main point is, don’t become so narrow focused on one tactic or the latest trend. Take a look at your core needs, objectives, goals and then develop a plan — an integrated plan — of strategies and tools that will give you the best opportunity to achieve those needs, objectives and goals.
-Mike
If you’re looking for a fresh look on marketing communication program, let me know. I’d be more than happy to brainstorm with you.
*One of my main tenants in marketing communications is, go where the fish are. That is, it’s easier to develop and retain customers if you go to the places, the sites, etc., where they are then it is to try to get them to change their habits and come to you. So, if advertising is not one of the best ways to reach your marketplace — don’t advertise. If your prospects and customers are not online (that’s becoming more rare each day) — minimize your time online.
Your marketing communications approach needs to targeted around the needs of your prospects, customers and influencers, and, of course, your budget.
Image credit: http://www.flickr.com/photos/certified_su/ / CC BY 2.0
