Is your offline also online?
In other words, do your firm’s traditional marketing strategies (such as trade shows and print advertising) align with your digital strategies?
None of us have extra hours in the day, and so there are benefits to reducing your workload and finding synergies between offline and online efforts.
Let us give you a scenario.
You are getting ready for a big tradeshow. One growth professional and one industry niche professional are attending. The growth professional is all about making connections and bringing home leads. The niche professional is sharing brand differentiation about your team and approach. Neither of them is probably thinking about getting more subscribers to the firm newsletter, even though it’s a key lead nurturing tactic.
You can’t add subscribers without permission, so how do you align in-person and digital strategies at this event? How about offering a drawing, and if someone signs up for your newsletter on the spot, they get an extra chance to win? No one has to work too hard, but marketing still captures all (or many) of the booth attendees for future nurturing.
We have to find more creative ways to work smarter and not harder. Another example is doing an ad campaign that works for print and digital media, including social media. Lead everyone to a similar landing page, but with different utms to determine whether print or digital or social wins out. Go through design once. Adapt it for various channels.
Let us know how you are finding ways to streamline traditional and digital marketing for brand consistency and more leads! Get them talking!
AI for QC
Speaking of working smarter, we’ve heard some cool ideas lately about using AI for quality control. You still need to babysit the AI when creating content so that search engines like Google don’t flag it for plagiarism or for simply being boring. HOWEVER, AI is getting much better at supporting voice and branding if you give it the right prompts and use it like an editor. Here are some of our favorite tips:
- Create editing prompts that your content team uses to maximize their copy before it comes to a senior marketer.
- Send winning proposal content through AI to check for compliance or differentiation improvements based on the RFP.
- Include niche expert quotes and the firm name in web copy to help AI “quote you” on search engines. It can support your SEO.
AI is still a toddler and may not always provide accurate information, but we suggest that every firm take the time to build AI quality control into their marketing strategy. Also, train your team on the do’s and don’ts. Let us know if you need guidance.
See Ingenuity’s Communications Consulting Services
