7 ways to marry online and traditional marketing tactics

To win with online, it must be an integrated strategy within your entire marketing program.

If you have a firm grasp of your target audience and are telling a great story, take your brand’s social presence to the next level and bridge the gap with these principles:

1. Recognize that social media requires investment (and it’s worth it). Social media is here to stay—and it deserves the attention of those with more experience than a college intern.

Content thrives on a strong foundation of planning and strategy, and a deep dive into your target will tell you which of the ever-expanding list of platforms your brand will be able to make the most of.

As the landscape evolves, paid support is now a required piece of the puzzle and cannot be viewed as the thorn in the side of your marketing budget. Fortunately, paid social media content gives you far more targeting capabilities and is a must-have to amplify your organic content.

2. Set clear goals and objectives. Metrics are your friend.

Think about followers, engagement, timing, influence and sentiment to measure specific tasks within your social strategy. Then take a step back and look at the broader picture, including clicks to your website and conversion both online and in-person.