You might understand traditional media like the back of your hand.  But when it comes to new or “newer” media channels, you probably have a difficult time discerning where your time and money is best spent.  In fact, the Web 2.0 terms and its growing number of channels will just keep coming before you can figure out what they are, let alone how to use them.

Integrating those new channels with traditional media into a cohesive campaign that reaches the right people at the right time – with the message you want to tell – that’s difficult.

And that’s where we come in.

The goal of using social media is to build a dialog and relationship with an interested audience.  However, the added benefit is that, because of the elements of search engine optimization, using social media can also drive more traffic to your web site – relevant traffic.

Think of each person that clicks from a search term onto your page as a “prospect”.  What do you want that prospect to do?  If you want them to purchase something, you place the item for sale directly on the landing page.  Ca-ching!

If you want to develop a prospect contact list, you might have them sign up for more information, a newsletter or a contact from a sales agent.  Regardless, once you have a name of someone tied to the click, you can make them a part of your customer relationship management (CRM) strategies.

In other words, you can – and should – use Web 2.0 elements in order to gain traffic and ultimately acquire leads that you can then address with BOTH traditional and non-traditional marketing channels.

Examples of Channel Integration

Simple:  A direct mail piece that directs the reader to a landing page of its web site.

More complex:  A postcard printed with a QR (Quick Response) code that the reader can scan with their smartphone in order to go directly to the web landing page through the app on their phone.  The web landing page contains more information and a link to sign up or buy.   This method capitalizes on the technology to take the user directly to the end result they want – quickly – before they can change their mind or be distracted with other things.

Simple:  Start a blog and repurpose your blog content into a periodic newsletter.  Email your newsletter to your email database and post it on your web site.

More complex: Create an event, set up an event page on Facebook, link it to your corporate Facebook page, post it on your web site.  Use Twitter to tweet about your event; embed another tweet with a tiny URL link to a signup page.  Send postcard invitations with a QR code to the signup page.

Your company’s social media activity can also help build your brand credibility, retain website visitors and help with search engine rankings by providing engaging content that can be indexed regularly. Both Facebook and Twitter should be used to routinely communicate new information, products and offers, and to connect with people who are commenting about your company, positively or negatively.  The beauty of social media is also that you can respond – quickly.

Social media must be seen and used as a fully-integrated partner to your traditional marketing efforts.  As a result, there needs to be cooperation and coordination to be certain your brand “voice” is consistent, campaign efforts are properly timed and clear metrics are determined.

Start now!

I suggest you start incorporating Web 2.0 elements into your plan right now.  After all, social media isn’t going away.  According to the Nielsen Co. (2010), Americans spent 23% more time on social networking sites and blogs in 2010 than they did in 2009.  The category has seen — and continues to see — exponential growth.

But that can be intimidating.  What is most important is to have a plan that is manageable to maintain.  Don’t promise a daily blog if that seems daunting; rather, a weekly blog and a tweet or two a day might be reasonable.

To learn more details about social media, download our free whitepaper or email me swest@hrb-ideas.com.