What Is TTL Marketing and What Can it Do for You?
In the business world, the primary mission is always to get in front of your target customer and generate conversions. But when you’re up against so much competition, that’s often easier said than done. That’s why you need to find ways to stand out and put your company front and center. That means you have to get creative with the strategies you use. And one of the best ways to do that is to implement through the line marketing or TTL marketing.
If you’re unsure what that means, don’t worry because you’re in the right place. In this article, you’ll learn what TTL marketing is exactly and a few benefits it can offer your business. Done right, this approach can help you attract leads and increase profits to create massive success.
Key Takeaways:
- Through the line (TTL) marketing combines both above the line (ATL) marketing and below the line (BTL) marketing to create an omnichannel strategy that’ll help you reach more customers.
- Implementing TTL marketing in your business will give certain campaigns a broader reach, while others will be more focused and targeted at a specific group of people.
- This approach offers many benefits, including helping you to generate more brand awareness through crafting thoughtful campaigns for multiple channels.
What You Need to Know About TTL Marketing
To fully understand TTL marketing, you must first learn about above the line and below the line marketing. That’s because TTL marketing is essentially an integrated approach that combines these aspects to help you communicate more effectively with your audience.
Here’s a breakdown of all three of these marketing approaches:
- Above the Line Marketing: With ATL marketing, your campaigns will have a much wider reach but will largely be non-targeted. It won’t focus on a specific group of people. This approach is most beneficial for building the brand and generating more awareness. Commercials that run on TV or the radio fall into this category.
- Below the Line Marketing: When implementing BTL marketing, you’ll develop more focused campaigns targeting a specific group (like those within your target audience). Campaigns of this kind work best for conversions. Google ads or social media ads are great examples since you have to specify the audience you want to see your content.
- Through the Line Marketing: What’s special about TTL marketing is that it combines these two approaches, integrating them in a way that will skyrocket results. These campaigns not only build brand awareness and drive conversions.
As you can see, TTL marketing is essentially the best of both worlds. It encourages businesses to branch out, look beyond traditional marketing strategies, and utilize powerful digital marketing methods. This is essential when you’re trying to reach customers at all stages of the buying cycle, especially when you consider there are 5.22 billion unique mobile phone users in the world. And targeting them through their devices simply can’t be overlooked, which is why you can’t just use traditional strategies.
3 Benefits of Implementing TTL Marketing
Switching up your marketing strategy requires quite an investment. It’s going to cost time, money, and effort to not only develop but also implement new tactics. Before you make such a commitment, you’ll want to know the benefits TTL marketing has to offer. Here are a few to consider:
1. Increased Brand Awareness
When you use TTL marketing, you can connect with a much larger audience than ever before. That’s because you’re taking advantage of multiple channels that will put your business in front of tons of new people every time a campaign runs. You won’t be focused strictly on traditional methods (like TV or print), nor will you only rely on digital marketing (like social media ads). Instead, you’ll combine both to create a powerhouse campaign that expands your reach on a gigantic scale.
Increasing awareness of your brand is essential for success because people can’t buy from you if they don’t know who you are. By introducing your business and its offerings to more people, you increase the odds of them ultimately purchasing something from you.
2. Form Deeper Connections with Your Target Audience
Now, we have to keep in mind that it’s rare for someone to discover your brand and immediately make a purchase. They need to develop a connection with you first. Thankfully, TTL marketing can help with this because you can use your campaigns to tell a story about your business and its values. You can evoke their emotions with your storytelling skills to draw them in and build a trusting relationship. After all, building the Know, Like, and Trust Factor is a huge element in creating long-term success.
3. Higher Conversion Rates on Offerings
Making money is crucial if you want to keep your business afloat, so you need to be proactive about implementing strategies that will increase your conversion rates. With TTL marketing, you’ll be able to position your brand in front of a large, broad audience and a smaller, more targeted audience, depending on the campaigns you run. From there, you can introduce this new group of people to your amazing offers with the hopes of driving sales.
As you can see from the graphic below, TTL marketing is useful at every stage of the customer journey, taking them from the awareness stage to the conversion stage, where you earn revenue.
To do this, you’ll need to communicate what your business is and what it stands for. You’ll also want to showcase your offerings and what makes them different from the competitors in your field. Create irresistible ads that get people excited about discovering and purchasing from your business. Ultimately, this gives them confidence in buying from you because they’ll trust you to provide a solution to their problems to achieve their goals.
Master Your Marketing Efforts
At BOOM Communications Group, we’re passionate about helping you take your business to the next level. And we understand what’s required for you to experience the growth you desire. That’s why we work with our clients to develop business growth, sales strategies, and customer acquisition plans. If you’re ready to create massive success, it’s time to work with our team.
Get in touch today to learn more.