Vol.31: 10 Dos and Don’ts to Deliver Consistent Message Online & Offline

The previous article Vol.30: How to Deliver Consistent Message by Online & Offline Media (Content) was about planning developing contents to deliver consistent message by online and offline media. This article focuses on how to integrate contents developed with advertising to deliver consistent message by integrating each media while maximizing effectiveness of each media for online and offline synergy.

1. Design big picture of integrated communication

Design the total plan of integrated communication leveraging online and offline media based on AIDA (Attention, Interest, Desire and Attention) model. This has already been discussed in the previous articles through Vol.25: How to Effectively Integrate Media/Communication Channels (Part 1) to Vol.27: How to Effectively Integrate Media/Communication Channels (Part 3). Always carefully select optimum media and communication tools and integrate them based on the objectives and available resources.

2. Plan and execute one-source multi-use of materials

Use the same visuals (photos and images) and videos for every possible media, whether it is online or offline. For photos, images and videos uploaded online, always tag with the search terms for SEO (Search Engine Optimization).

3. Integrate offline events with online content

Upload event information on the Internet. It could be streaming content/webcast (e.g. tradeshow, seminar, shareholder meeting) on leveraging web 2.0 technologies. This is not only a good way of integrating contents but also would deliver the content to wider range of audiences. It would be helpful for web users if presentation materials (PDF files) are also posted.

Movie does not have to be the entire presentation/show. Webcast (e.g. YouTube) can be used for uploading highlights of events, demonstration of seminar, and for all other occasions that are effective to be delivered by video & audio.

If webcast and/or presentation material information cannot be uploaded, at least post event information web content in the text format.

4. Integrate TV commercial with online content

Upload TV commercials on the web (embed on YouTube or shown by Flash animation) which can be used as online advertising and/or as an online content of the website. There may well be people who find the advertising movie or flash animation interesting but those who happen to be at the outer rim of the funnel.

5. Include links in all possible media/communication tools

Include links to the optimum web page (e.g. company and product information, social profiles) in the offline advertising of printed media and TVCF as well as online advertising. Links can also be included in other media/communication tools such as flyer, DM, e-newsletter followed by a simple explanation to attract attention of audience to make them want to know more.

6. Make news releases “social”

Make news releases “social” by leveraging characteristics of the Internet such as effective use of mutual links to other online contents including social media, movie and so forth, as discussed in the previous article Vol.17: How to Make Social News Release.

7. Use same search terms (trigger words) in all media/communication tools

Define the search terms to deliver the core message of the company or products/services and integrate them into headlines and catch copy of advertising and contents (articles, company and products/services/promotion information etc.). Also integrate the search terms defined into descriptions/bios of company profile and products/services information contents of online and offline media/communication tools including social bios.

Although it might be difficult, try to make the search terms the same as trigger words for the audience. At least always tag the search terms in web pages.

8. Integrate social media, advertising, search and static web pages

Write blog posts on current events and promotions without being too “selling”. Simply give the facts of the events and promotion and link to the pre-sell or landing page for the event information page and promotion. Similar tactics can be used in all social media such as status updates on Facebook, Twitter and LinkedIn, LinkedIn discussion.

Marketers and PR professionals need to be strategic and be careful not to be too “pushy” and “selling”. This is because engagement is what blogs and social media are all about, not direct “selling”.

9. Never use printed content as PDF files as the sole online content

Never use PDF file of the printed content as it is as the sole web content, such as uploading only PDF file of product information and annual report on the website. PDF file is not suitable for SEO not cannot leverage “including links”, one of the characteristics of the online content. Moreover, PDF file is not user-friendly for online audience because it is not suitable to be read online as it is but usually needs to be printed out.

It is best to either make the same online content in HTML format or develop new web content with the same images and information leveraging the characteristics of the Internet.

10. Use appropriate style for online contents

Define and use appropriate style for online contents, which is different from those of printed contents in many cases. Unlike printed contents (e.g. magazine and news articles) web contents including e-newsletter and e-DM are far better and are more likely to be read if the “flow” and “style” is rhythmical, with short and brief paragraphs and sentences, and with sub headlines and bullet copy. This is because people tend to “scan” the contents online more than on printed media. In addition, most online contents such as e-newsletter, e-DM, blogs and social media are better if their style is not too casual with some personal touch.