Let’s talk synergy: “the combination of elements that produce a total effect that is greater than the sum of the individual elements“. Sounds like something out of a Harry Potter novel? Well when it comes to your online marketing strategy, a generous sprinkling of marketing synergy will reap huge rewards.
- What is Online Marketing Synergy?
A synergistic approach to your online marketing strategy simply means using multiple marketing channels simultaneously and in harmony.
If you’ve got a great new campaign, what better way to tell the world about it than to shout it out:
- via your website
- on your social media pages
- in your e-newsletter
Then why not
- create a cheeky little video and get it on Facebook and YouTube
- write a great blog with a smattering of relevant keywords to help with Search Engine Optimisation.
- consider Google Adwords display ads which pack a punch and demand attention.
This kind of marketing approach is going to be far more powerful than running a campaign for a few days just on Twitter or Facebook.
- What Are The Advantages of Synergistic Online Marketing?
BRAND AWARENESS – brand awareness will increase far more quickly by using multiple marketing channels simultaneously than relying on one or two. The person who saw your Google Display advert whilst browsing around may also be targeted via your paid Facebook advertising campaign – little by little, they will start to take notice of your brand.
REACH – you’ll reach far more of your target market by savvy multi-channel marketing. Some of your target market may be diehard Facebook fans; others may rarely use social media. By spreading your message via a range of channels, you’re going to get in front of far more of your target audience.
CREDIBILITY– consumers are choosy who they purchase from online – after all they have so many options. Whilst some people may make snap decisions, the majority of your potential customers like to do their homework first: few will purchase from you after seeing just a couple of your Facebook posts, and nowadays who buys a product online without first checking customer reviews?
As most people like to get stuck in to Stage 2 – conducting online research to find the best product to meet their needs – companies who opt for onlinemarketing synergy will not only show up via more channels, but their company will immediately appear more credible. For example by:
– appearing high in organic search results
– having a professional website with good quality content
– showing good customer reviews
– having professionally designed Google Display Adverts
– having good engagement with followers on social media
And assuming the product quality and price is spot on, consumers will choose the company which appears most professional, organised and trustworthy.
- Why Isn’t Everyone Using Synergistic OnlineMarketing?
Many SMEs feel overwhelmed by the many online marketing channel options available to them – and worry about their modest marketing budget. But they are overlooking the great ROI achieved by a synergistic multi-channel approach.
Let’s consider an example. A potential customer lands on your website during their online searches. They like what they see but don’t decide to purchase there and then – have you lost them forever? Not if you are focusing on online marketing synergy!
You can create a paid Facebook advertising campaign to target your website visitors specifically. You can create Google display adverts to appear to your website visitors when they are simply browsing around the internet. If your website visitor got as far as adding an item to their shopping cart, then follow up with an “abandoned cart” email and offer an incentive to encourage them to complete their purchase.
When a customer returns to make a purchase, your work is not over. You need to nurture your existing customers just as religiously as you track down new ones – a client retention strategy is sadly overlooked by many SMEs. Tempt them to sign up for your e-newsletter with the promise of customer exclusive offers. Encourage them to follow you on social media and share your posts with friends.
NOWADAYS it makes no sense to spend thousands on a new website without also investing in marketing on a wide range of other digital channels. A beautiful website alone won’t generate more leads or sales – your potential customers need to find you first!
The only foolproof way to boost brand awareness, generate more leads and retain your clients is via synergistic online marketing – multi channel marketing following a well defined strategy.
If you require assistance with your OnlineMarketing Strategy, why not contact us for a free consultation and see how we could help boost your lead generation and customer retention.
