To be successful in their marketing, business owners must use all the tools at their disposal. You can’t expect to invest your entire marketing budget into Facebook ads and come away with a winning strategy, any more than you can expect email marketing alone to carry the day. Success in digital marketing requires an integrated approach, which means pulling together different tools, channels, and strategies and using them in a way that is focused, harmonious.
A tall order? Yes, but hardly an impossible one. The best way to get going is by consulting with a digital marketing firm, like Digital Advertiser, and requesting assistance formulating an integrated approach. In addition, we can recommend a few tips for getting an integrated marketing strategy off the ground.
Start by Identifying Which Channels Convert
Integrated marketing isn’t just about creating something new; it’s about building on what works. The first step is identifying the channels where you’re already getting conversions, and using them as the basis and model for your integrated marketing plan.
Know Your Audience
It is equally important to develop an understanding of your audience, which means leveraging both historic and real-time data, your own analytics as well as third-party data. As you synthesize this information, we would also recommend crafting buyer personas to guide you in creating marketing collateral.
Build a Strategy Where Content is King
As you create an integrated digital marketing plan, make sure it takes into account the creation, amplification, and syndication of original content, as well as curated content; you might consider disseminating content through such diverse channels as email, PPC ads, social media, video marketing, and more. Organic search and search engine marketing (SEM) are both invaluable.
Ensure That You Measure Everything
Doing marketing without configuring and studying data from your web analytics is like flying blind. Make sure you move forward with data to guide you. Measure everything, especially the performance of your content, and regularly refer to your analytics to guide you in revising and refining your marketing approach.
Avoid Siloes
As you create content, never do it in a void, but rather think about how your content works in the context of different channels; create blogs with your social media platforms in mind, landing pages that correspond with your PPC ads, and so forth. Make sure that all of your marketing endeavors are aligned, and that you’re working to complement each and amplify the effects of the channels.
Bring it All Together
Ultimately, creating an integrated marketing strategy is something that requires ongoing engagement. It’s a process, not a destination; it’s something you’re always working toward, always fine-tuning. And the best way to do that is with the guidance of trained professionals.
That’s where Digital Advertiser comes into play. We have more than 20 years of experience, and proficiency in a wide range of digital marketing channels and strategies. To learn more about how we can help you with your integrated marketing approach, contact the Digital Advertiser team right away.