Imagine this: a potential customer receives an email marketing campaign from your business. A few days later, they receive a direct mail piece. They wonder:
“Is this the same business I just received an email from? I can’t tell based on the messaging and the way it looks.”
Simply put, an integrated marketing campaign helps eliminate this confusion! You have various channels available to help build a strong marketing strategy. An integrated marketing approach simply means that you use these channels and messaging to build cohesive branding and messaging across all platforms.
If you’re not sold yet, the proof is in the research. Studies have shown that integrated campaigns across more than four channels can outperform single or dual-channel campaigns by a staggering 300%.
Plus, there are a multitude of other benefits. It helps eliminate confusion by creating cohesion, it builds brand awareness, saves money and creates trust with your audience.
Where to begin? In order to build an integrated marketing campaign, AdRoll suggests asking yourself these questions before you get started:
- What’s most important to your customers?
- What channels do you use and which are your strongest ones?
- What’s your brand’s ultimate mission?
- What sets your brand apart from the competition?
Now that you know the ‘what’ and ‘why’ when it comes to integrated marketing, let’s take a deep dive into the ‘how.’ Check out these ideas to get started!
Include What’s Fit to Print
Integrate printed pieces into your marketing strategy. Remember—when you’re rolling out print promotions, make sure that you’re driving your audience back to your online presence. Use a QR code or a unique URL so you’re able to track the success of your printed piece. One printed piece should work with your online presence!
Add Social Media Strategy to the Mix
We’re living in the technology age, and it’s vital for your business to have a social media presence. Develop a content calendar for your organic social media content so you come up with the perfect cadence for your audience. That way, you avoid overwhelming them with too many posts or leaving them without information for too long. When it comes to your paid advertising on social media, make sure you’re linking to a well-built landing page that tells them exactly what they should do next.
Capitalize with Email Marketing
Email marketing can be your most valuable tool for promotions. Always drive email recipients back to your website. You’ll want to include a call to action in each email, but only one. Too many calls to action will lower your conversion rate because you’re asking too much from your audience.
Include Promo Items
Don’t forget about the items like swag that help promote your image out in the real world! Whether it’s a logo, tagline or specific brand colors, make sure to keep a cohesive design and consistent messaging. This helps build brand awareness. It takes on average 7-11 times seeing a brand to develop recall. This means when your customer is ready to purchase, they’ll be able to remember your brand.
Integrated marketing efforts are the most effective, but they also have many moving parts. Luckily, we can help! With so many platforms to choose from, you need a marketing agency partner to make the most of your budget, help you stand out from the crowd and blast past your goals. Take a look at what we have to offer and together, we can build an integrated marketing plan that provides the return your business needs and deserves.