How to Handle the Switch from Print to Digital Media
Traditionally, media companies have had a diverse range of tools in their arsenal. From out-of-home advertising to video and social media marketing, the only limit placed on marketing was the extent of one’s imagination. However, within the context of a global pandemic, companies have to strengthen their digital presence and focus their efforts online. As an entrepreneur and strategist, Randal Gindi has extensive experience working with digital media and adapting to changing markets. With an astute eye into market trends, Randal Gindi is here to share his best tips on refocusing your digital strategy as a result of COVID-19.
Whether you are selling B2B services or a unique market product, chances are, you use both print and digital media to market them. However, with strict ‘stay-at-home’ orders being enforced by countries all around the globe, the opportunities for exposure through print marketing have shrunk. With trade shows, events, and exhibitions being cancelled, Randal Gindi explains that many companies are looking to strengthen their digital marketing budgets, and direct their focus towards social media, content marketing, SEO (search engine optimization), and influencer-led campaigns.
Reassess Your Current Market Strategy
The first step you should take, whether you are a media company or a small business, is to re-assess your current marketing strategy. Randal Gindi suggests reviewing it with a fine-tooth comb, evaluating what was and was not successful about your previous efforts. This will not only allow you to re-evaluate your target demographics, but aid in defining your strategy moving forward. Who is your target customer? What platforms do they use? What messaging appeals to them? Whatever you found to be successful about your print marketing efforts can easily be adapted to a digital marketing strategy.
Depending on your businesses overall capacity, you may want to limit your efforts to a few specific platforms and initiatives. For example, if you provide label printing services, you may want to focus on email marketing, Linked In, Facebook ads, and strengthening your SEOs. Randal Gindi explains that every company is going to have a unique set of platforms that they should focus on, and it is up to you to decide what they are and how they serve to benefit you. If you are unsure, do some research into what platforms your competitors are using, what their approach is, and how it is being received.
Develop a Comprehensive Plan of Action
Once you have decided on what digital platforms make the most sense for your business, you will want to consider how you are going to approach the following: campaigns and content. Randal Gindi defines campaigns as specific appeals to your target demographic around an offer, sale, deal, or overall brand awareness—they have a specific goal in mind. Campaigns allow you to focus on a singular message that is adaptable across each of your platforms. If you are selling bath bombs, you might want to create a campaign around ‘self-love’. Every appeal to a consumer, despite the platform, should use the same visual and verbal language—this is called integrated marketing.
Content, on the other hand, is the constant engagement with your audience through useful, sharable and engaging information and images. Even though you are trying to sell a product, digital marketing requires more than just the hard sell. Consider creating content that is useful for your target demographic. If you sell spice mixes, consider sharing easy three-ingredient recipes with your audience. This is where you can get creative with your approach—the sky’s the limit.
The best part about switching to digital media is the opportunity to create a genuine and authentic relationship with your customers. Consider investing time in engaging with your followers, responding to their comments, and gathering feedback through surveys, quizzes, and polls (all three of which are available between Facebook, Instagram, and Twitter).