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Integrated Marketing Strategy –
Are Your Programs Working Together?
Integrating your marketing will allow you to put together a much more effective marketing campaign. The goal of an integrated marketing strategy is to deliver the right message to the right audience, at the right time, in the right place. It is critical for businesses to develop an effective integrated marketing strategy that delivers clear, consistent and compelling messages. Marketers must explore new methods to leverage all elements of the communication mix and blend traditional, digital and social media into a single, cohesive, holistic approach. As a result you will see greater results.
Are Your Strategies Integrated?
Do your banner ads message something different than your pay per click search engine marketing ads? If they do then you could benefit from an integrated marketing program. Integrated marketing strategies have been around for a while. What’s new is that there are innovative digital tactics emerging every day that can be used as part of the strategy. These new tactics can help you drill down, segment your market and deliver a truly customized experience for your customers that lead to engagement, retention and loyalty.
The opposite of an integrated marketing strategy is a segregated one. This happens when you plan different marketing strategies for each channel (advertising, direct marketing, sales…). When your message is segregated it is unclear, unorganized and runs the risk of being overlooked and therefore not communicated to your target market. Money is wasted and return on investment is low when your message is fragmented. So we ask again, are your strategies integrated?
How to Integrate Your Message
Before you can build an integrated marketing strategy you must first understand how to create an integrated message. Marketing messages should always be clear, consistent, and compelling. It should tell a story. When it does, it is more successfully used across multiple channels for an integrated approach to communication. Here are some things LocalDirective can help you achieve when developing an integrated marketing message.
Consistency in Messaging
In an integrated marketing strategy, the different marketing programs including: social media, search engine marketing, content marketing and others. They must all use the same creative consistency. By repeating the headlines, key phrases and images in each tactic, you ensure that prospects and customers receive consistent messages each time they see one of the elements of the campaign. Creative consistency helps reinforce the basic campaign message by increasing the number of times prospects see or hear the same message.
By using the same images and adapting the same copy for different media, you reduce costs in areas including copywriting, design and photography. If you work with external communication suppliers, you may be able to reduce agency fees by working with a single firm that offers integrated communication services, rather than agencies specializing in independent areas.
Not all your customers consume the same media. An integrated campaign helps you provide customers with information in the format they prefer. Some consumers prefer to get their information from social media while others may prefer to receive email. LocalDirective works to ensure your audience receives the same information in all communication channels.
Develop a Strong Integrated Marketing Strategy
Now that you understand the importance of integrated messages we can move onto the strategy. Any comprehensive strategy starts with a solid goal and develops the strategies and tactics that will support those goals. It will also include outlets and timeframes for each of the marketing assets and allows you to take control of what pieces of your message reach whom, where and when.
An analysis of your existing marketing, competition, target market and company strengths, weaknesses, opportunities, and threats will reveal the direction your company should head in for maximum online exposure and success. These combined the creation of buyer personas create the blueprint of your strategy.
Keep in mind that the strategy is only as good as the execution. Putting together a great integrated marketing strategy doesn’t do your business any good if you didn’t include comprehensive planning around how you were going to execute, analyze and adjust your program based on performance indicators. Sustaining success lies on constant vigilance and attention paid to the results the strategy is delivering.
Start Attracting New Clients Today
The right partner can make all the difference. At LocalDirective, we will guide you through every step of your integrated marketing strategy. We can develop a strategic and ongoing approach that will ensure that you get results. We create a roadmap that is unique to your business and your marketing goals.
Our services range from assisting clients create and update websites for better search engine rankings, to creating mobile websites and integrating viable social media marketing with other online initiatives.
If you're ready to develop a marketing plan that leverages both outbound and inbound marketing tactics effectively, give the experts at LocalDirective a call. Either complete the Brief Information Contact Form toll-free at 1.866.925.9524.