Today's customers want to do more than just buy their products. They want to feel like they're part of something. They want to get involved with their brands. Unfortunately, traditional advertising methods and media might not be enough anymore. To get the relationship rolling, you need something a bit more engaging.
This is where multimedia campaigns come in. Multimedia marketing includes any non-traditional, highly engaging marketing method that reaches your audience. Some popular multimedia campaigns include:
- Online videos or streaming events.
- Infographics or photos.
- Mobile marketing.
Successfully building great multimedia campaigns is easier said than done, however. To help you on your way, here are four cornerstones of any successful multimedia campaign:
A Carefully Targeted Audience
Like any traditional advertising campaign, you need to carefully target an audience. If you create a ton of content and toss it out to the world to see what sticks, your results will be all over the place. Instead, you want to carefully craft a strategy to attack one or two key demographics. This strategic decision will drive the rest of your decisions, including what content to create, what channels to explore, and what your message looks like.
If you don't speak to the right audience, you'll be talking to an empty room!
A Multi-Channel Attack Plan
Strong multimedia campaigns don't just attack one single platform. Instead, they strategically weave between several different platforms. You might want to create infographics to send out on Instagram and Twitter, branded videos to share on YouTube and Facebook, then a couple of quick-hits to post on Vine.
You don't want to overdo it, though. Begin by picking two or three channels to dominate, and then continue to grow where it makes sense. You'd rather grow a strong audience on a couple sites than have a small audience on a ton of them.
A Unified Message
If you want your audience to truly grow with you, your message has to be consistent. If the message wavers across platforms, or even across content on the same platform, people won't know exactly what to think.
Once you've decided on your strategy, craft the message you want to tell. Make sure every piece of content you create sticks to it. Eventually, the message will sink in with your audience, and your brand will have its identity.
The most important thing you can do is make sure the content you produce resonates with your audience. If you're creating something valuable, people are going to be more likely to engage and share it with their friends. And every share is essentially free advertising. Once your audience starts growing, your brand will, too.
The more valuable the content, the more times people will click the share button.
If you need help crafting multimedia campaigns of your own, look no further than Blue Wave Marketing. We have over 20 years of experiencing planning and implementing marketing strategies. We'll be able to work with you to develop a marketing campaign tailored to your brand's unique strengths.
Contact us by visiting us at our website or calling us at 617-576-3100.