Does your social media tie in with other marketing efforts?

Make sure your social media branding coincides with your offline marketing strategy, including your printed and published materials

Social media has revolutionised businesses, helping SMEs to directly communicate with customers more effectively than ever before. But with so many different platforms and channels to produce work for, it can be overwhelming trying to understand which will be the most effective for your business, and help generate the greatest ROI (Return on Investment).
If businesses don’t keep up-to-date with social media they risk losing business and entire generations may not engage with them to the levels that would be expected. Yet while SMEs need to utilise every marketing avenue possible, they have to be aware that spending so much time online takes them away from the job at hand.
That’s why, according to, it’s always important to take a multi-action, cross-media approach to marketing to get the message across to the widest audience possible and for it to be fruitful in its efforts. 
Print marketing – such as posters, brochures etc – exhibitions and networking events can put you back on the map and get your business building a powerful, local fan club. says that, typically, you’ll have a higher rate of conversion in your local area in comparison to internet-based traffic and your local marketing will create a strong foundation from which to drive profits and grow your business.
The online print specialist claims that, as a general rule of thumb, people usually like to spend their money locally (with loyal shoppers having higher spending habits than new customers) and that printing is the perfect way to take advantage of your local connections.
Social media – top tips 
With so many companies and brands using social media producing masses of content every day, it can be difficult to have your content seen over your competition. Below, has listed its top tips for social media marketing for SME businesses.
Consistency is key
Most businesses utilise more than one social media platform, creating different forms of content dependent on the channel it’s being posted on. But social media marketing is a fast-paced form of marketing, requiring regular content updates across multiple outlets, and, as a result, can lead to inconsistencies in terms of branding.
As your marketing strategy should include both on and offline communications you need to make sure your social media branding coincides with your offline marketing strategy, including your printed and published materials.
It’s crucial, therefore, that every time you post on any of your social media channels or produce marketing materials which will be printed, you maintain consistency across your logo, imagery, and tone of voice. The more effective you are at doing this, the quicker your audience will begin to recognise your brand and associate you with the product or service you offer. This means that next time the person is ready to make a purchase, they will consider your brand to buy from.
Multi-channel matters
Don’t think that because you’re using an online social media marketing strategy, you can neglect other channels such as printing, email marketing, offline events and PR. Social media marketing is effective as part of a wider marketing strategy, and can be used in several ways.
You can run teaser campaigns on your social channels, highlighting upcoming activity offline, such as an event you’re running. You can run crowd-sourcing campaigns, asking your online audience to vote for preferences from anything including a new product or service you’re looking to launch, to the colour of a much-loved product.
Consider your social media marketing as one of the most effective ways to generate quick responses from your audience, but be aware that your customers will need to see your brand across multiple channels and in multiple media forms from brochure printing to e-mailers, Adwords, billboards etc… for it to be an effective campaign.
If you’re looking to streamline your social media marketing to make it more consistent, you will need to make sure your brand, marketing message and logo look the same across all platforms, including your printing and graphic designs.
This will help you develop a brand that’s instantly recognisable.
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