There is a growing variety of ways to connect and engage with both new and returning customers. With a growing list of online and offline marketing channels to choose from, a cross-channel strategy is a must. Cross channel strategy, is the ability to feature different platforms and marketing strategies on your business’ LED digital signage. This means you must have a targeted marketing strategy that helps guide customers along in the marketing journey. Your LED display sign can help.
The Primary Types Of Marketing
Let’s first take a look at your primary marketing types. Every business must implement more than one type of marketing, and many businesses rely solely on digital marketing. The choice is up to you, but your approach must always be strategic and speak to your demographic. You can determine your primary and niche demographics by factors such as age, gender, income, occupation, location, marital status, parental status, values, hobbies, pain points, and more. Here are a few ways you can use an LED display sign in your for cross channel marketing strategy.
In-Person—live marketing remains highly effective. This includes any person-to-person contact where brand awareness and promotions are the goals. Maybe a pop-up shop for your online store, attending an industry conference or convention, or giving a live presentation. Don’t forget in-store promotions with posters and LED display signs. Digital signage for business can even take the place of all print advertising, savings thousands in the long run.
Print Marketing—print marketing is still part of the mix, but many businesses have decreased their print budget, funneling the funds into digital. Nonetheless, most businesses still need business cards, flyers, brochures, posters, and maybe even direct mailers.
Digital Marketing—digital options are endless, but include content marketing (blog posts, eBooks, infographics, etc.), paid Google or social media ads, banners, mobile ads, and anything digital designed to increase awareness, capture leads, and generate sales. One of the many advantages of digital over print is that the cost per acquisition is easy to measure and you can gather in-depth insights to determine what strategies are most effective.
Social Media Marketing—social media falls into the digital category but it can be a strategy within its own. This goes beyond creating generic or sales-heavy posts, but to curating targeted content and targeted ads. A good example would be promoting facebook or instagram campaigns on your LED Display sign with the url of the promotion display on your sign.
Email Marketing—also falling into the digital category, email marketing has nothing to do with spam. It’s a strategy of creating hyper-targeted opt-in email funnels to nurture leads along the customer journey and to remain connected after they convert.
Influencer Marketing—you can have offline influencers, but the modern generation of influencer marketing is all about identifying a high-impact brand ambassador who you pay to promote your product. This doesn’t have to be a celebrity, but it should be an expert or someone your demographic follows online.
7 Marketing Touches
It varies by demographic, industry, and demand but the average lead requires 7 marketing touches before they convert. Even if they opt-in to your email funnel, they will likely need to engage with you 6 more times before they make a purchase. This is where cross-channel marketing comes in. Not only can it accelerate your rate of exposure, but it can bring your marketing touches down to 4 or 5.
For example, they visit your website today and opt-in to your email marketing funnel. Then, you place a retargeting ad on Facebook so that a post from you pops up in their feed within the next week or two. This keeps you top of mind and reconnects faster than without retargeting. This example highlights two different types of digital marketing, but it is cross-channel because they engaged with you first on their website and second on social media. They may not convert today, but maybe they like your business Facebook page, or reconsider purchasing from you. Your brand is now in the mind of your target audience, and that’s what a cross channel marketing strategy can help you achieve.
Leveraging Your LED Display Sign For Cross-Channel Marketing
Also referred to as multichannel or omnichannel marketing, there are a variety of ways you can leverage your LED display sign for cross-channel marketing. Marketing may not be the sole or primary use for your sign, but it should certainly be part of the mix.
- Although it might seem obvious, add your website URL, social media, and other digital contact information to your sign to drive more traffic from your sign to a second channel.
- Rent out an ad on a LED display sign in your local area or anytime you will be doing a special event in an out of town location.
- Promote a social media contest on your digital sign. For example, “Our 10,000 follower on Instagram gets this free swag”. Be sure to share an enticing video or image.
- To further establish a hashtag, ask event guests to share photos of the event under your hashtag. Post photos of the event into your LED display sign in real-time to encourage more uploads. This hashtag could be your business name, a product name, or special event.
- Include a proprietary hashtag. For example, if you are promoting an upcoming event create a signature hashtag so that people can search for it on social media.
- Share a short video clip on your digital sign, such as an explainer video or product demo, and invite viewers to watch the full video on your YouTube channel.
Ensure Your Message Is Cohesive
Whatever the channel may be, ensure that your message or ad is branded and cohesive. The look and feel of your print ads, digital ads, social media profiles, website, emails, and brick and mortar location should all be the same. This is one of the reasons why many businesses have one firm that does it all. If you hire a separate Google ad and landing page designer, Google ad expert, and print ad designer your message may feel disconnected. While a solo firm will have different people working on each of these segments, they will prioritize your branding to ensure visual recognition from one channel to the next.
Looking For A New LED Display Sign
In addition to marketing and promotions, your digital sign can be used to communicate, inform, display your menu and pricing, share safety information, and more. If you are looking for a new LED display sign we invite you to reach out to Mega LED Technology today to discuss your custom design.