Every marketer who has been in the business of advertising and marketing for a long while now knows that impressions are as good as gold. The more of them that you have, the more you’re left wanting more. In fact, they’re one of the most valuable metrics in the marketing game.
Think about every marketing medium out today. You have the internet, social media, print, radio, and TV.
And today, let’s talk about how you can combine TV advertising with digital marketing, so you can get more of the results that you want.
When should you consider TV advertising?
One of the biggest key players when it comes to impression is TV. It’s one of the most prominent channels in the advertising game. And years later, it still resonates with people as a validator of a product or service’s legitimacy. But how do you know you should even consider hiring good TV advertisers.
You should consider doing TV advertising if you know your current numbers (if you’ve accounted for everything). This includes your cost per acquisition, cost per lead, customer lifetime value, etc. In addition, you also need to have a proper plan in place that will capture attention.
These kinds of numbers can help identify whether using this channel would be worth it.
How to Combine TV Advertising and Digital Marketing
The best marketing campaigns are a combination of two marketing methods. Digital marketing is wonderful at casting a net on a narrowed-down audience. It has the capability of identifying a mom who loves to work out, or a young adult who is dedicated to a vegan lifestyle. Digital marketing can give them ads that suit their needs.
But here’s the thing. Customers aren’t content with buying things from the box that analytical data puts them in. For this reason, digital marketing has a bit of a hard time creating a message that reaches the general masses.
And here’s where TV comes in. Television has been known to cater to a wide range of audiences. And there’s a reason why it’s in the forefront of people’s minds when you mention ‘mass media.’
#1 Reconsider assets and your target market
Before you jump into TV advertising, take as long as you need to review your user data for gender, age, geography, income, and job title. Afterward, you need to evaluate which copies, images, and CTAs are the most compelling to use for a general audience.
Don’t make the mistake of just looking at click-through rates. Look at which picture gets the most meaningful responses, which CTAs get more reactions, and which types of sales copy pulls in the sales.
Yes, it will be a lot of work. But by defining and testing on your target, you would be surer. Specific targeting dependent on new demographics lets you product measurable and compelling results for television.
#2 Construct and finalize your message
Your message must be on-brand. That’s hardly a no-brainer.
Sit down with your team, and run the brand message through lots of people to get varying opinions. You need to scrutinize every word. The most cost-effective timeslot for commercials on TV are the thirty-second spots.
For the best example, let’s focus on that 30-second slot. You only have those set number of seconds to get your message out. So, with such a limited number of words, you need to make it count.
No matter how slow the process may seem, never rush it. It’s better to take this slowly but surely or you risk an unattractive sales pitch on TV and get negative responses instead. Rejected products and services on top of wasted money.
#3 Never tire of testing
Digital marketing would come in handy in this case. To tackle TV successfully, you need to test it through digital-first. This way, you can test at cheaper spends and still acquire real-time and valuable data that you can use.
Test and see which audiences respond to your commercial, and take note of those demographics. You can try testing your ads out on social media platforms, particularly Facebook.
Plus, the added testing on digital lets you make changes to your other digital marketing material to effectively turn visitors into loyal customers.
#4 Consistency and direction
The key to combining television and digital campaigns is consistency and your approach. When a TV viewer sees your commercial and then research your brand on the internet, they need to see consistent brand imaging, and message. It must have the same look and feel.
Also, don’t shy away from telling your customers what to do. For TV and online brands, you know the importance of being direct with target audiences. Imagine your TV commercial with a verbal CTA.
You can be as creative as you want and memorable with your TV commercials, but all of them need to have purpose. They should take your audience into a journey for 30 seconds, at least. Viewers don’t have to guess what your brand is selling either.
#5 Ready your budget
In TV production and advertising, you get what you pay for.
Here’s the reality.
You’re going to end up shelling out around $20,000 – $50,000 for just a thirty-second timeslot. But when you get past the shock, and know that this is a meaningful investment, you’ll be fine. It doesn’t matter if your concept is guaranteed to knock people’s socks off. If your production is horribly done, don’t expect good ROI.
The bottomline: poor production jobs result in flat executions.
Integrating TV with Other Marketing Channels
Just like the case with other marketing and advertising mediums, integrating your approach to TV advertising with other marketing channels can produce better results.
The power of TV doesn’t occupy that medium alone. Advertising agencies in Perth, Los Angeles, London, Toronto, etc know that television advertising is a comprehensive and omnichannel marketing strategy. You need to be ready to engage with it in every aspect. That includes fulfillment, lead capture, retargeting, and even your staff.
For sure, television is not the most novel or popular medium. But it’s not going away any time soon.
So, if you know your company needs a spot on TV, then do it.