With the constant advent of new technologies and the ever-evolving social media space, it’s easy for marketers to feel overwhelmed.
What new tools and strategies are worth your limited resources? Your time? Your energy?
Should you abandon your tried-and-true “old school” method and pour all your cash into the next big thing? Or do you hold steady on the path you’ve known for decades?
It’s a hard landscape to operate in, and it’s one that leaves even the most accomplished of marketers flummoxed.
Fortunately, I’ve got some good news for you: You don’t have to choose.
The Best of Both Worlds
The most effective aviation marketing strategy, even in today’s constantly changing environment, is one that blends elements of so-called “old school” marketing with newer-age tools and strategies.
The reason for this is simple: You’re still working with the same type of customer, high-level aviation buyers with big budgets and lots of oversight to deal with. These customers almost always require a little more hand-holding, in-person meetings, more one-on-one interactions and more devoted attention.
But aviation is also a highly technologically advanced industry, and as such, customers expect our methods to be advanced, too. You can’t sell a million-dollar cockpit component but have a website that won’t display on an iPhone. It’s just bad for business.
Check out some of the methods, both new and old, that we swear by in our aviation marketing campaigns.
NEW SCHOOL: Content marketing
Creating blogs, ebooks, articles and social content is a great way to draw in leads and prove your expertise all in one fell swoop. Do it in tandem with SEO efforts (use carefully chosen keywords throughout your content), and your results are amplified even further.
OLD SCHOOL: Paid advertising
It might not be as popular as it once was, but paid advertising, particularly in print publications, is still quite effective for aviation brands. Today’s landscape boasts dozens more ad mediums than before, though, so make sure you choose your outlets carefully. A mix of trade publications and online ads is usually best.
NEW SCHOOL: Social media
Social media works with any industry. It just takes some tailoring to fit your specific target audience. In our experience, LinkedIn, Twitter and Instagram tend to work best in aviation marketing. LinkedIn, because it’s a direct line to decision-makers; Twitter, because of its shareability; and Instagram, for showing off aviation products in their best and most appealing light.
OLD SCHOOL: Real conversations.
As much as today’s consumer likes interactive, digital conversations with the brands they do business with, aviation customers still want their real-life communication. They want to pick up the phone and ask questions, they want someone to walk them through the shopping and buying process, and they want a go-to resource for information and guidance when needed.
NEW SCHOOL: Immersive online and digital experiences
Well-designed, high-functioning websites are crucial to any brand’s success nowadays. After all, your website is probably your biggest marketing tool and, likely, the very first point of contact a customer has with your brand. It needs to be beautiful, usable and functional across devices and screens.
OLD SCHOOL: Face-to-face interactions
Regardless of how great your website is aviation customers still want to see you in person. They want to touch, feel and operate your products, and they want to talk shop with your employees. It’s why our industry is so rife with trade shows; they’re in-demand, and they work!
Find the Perfect Balance
Want to strike the perfect balance between old-school and new-school with your aviation marketing plan? Let the Haley Aerospace team lead the way. Contact us today to chat.
