Many websites and blogs publish articles on marketing and business strategies, but few focus on the crucial importance of integrating online and offline marketing activities to generate maximum value and customer engagement.
Simply put, integrated marketing is the practice of combining marketing activities across all platforms and channels to achieve maximum efficiency and impact. In today’s world, customers are exposed to multiple offers and brands on social media, email, and dedicated marketing websites. Therefore, businesses must develop strategies to not only ensure the right content is delivered to the right audience, but that the content is delivered at the right time.
In this article, we will discuss six tactics that you can use to develop an effective integrated marketing strategy for your business.
Create a Data-Driven Culture
To create the right environment for integrated marketing, you must first establish a data-driven culture. All businesses generate data every day – customer activity, website traffic, social media engagement, and much more. But not all businesses process, analyze, and act on this data effectively. By actively tracking and analyzing website traffic and social media engagement, for example, you can identify any trends and opportunities that are developing and adjust your marketing strategy and tactics accordingly.
Establishing a data-driven culture within your organization means your marketing strategy and tactics will be rooted in the analysis of hard data, rather than hunches and assumptions. This will undoubtedly benefit your marketing performance and overall business success.
Attracting, engaging, and delighting customers
To generate leads and grow your business, you must attract, engage, and delight customers. The first step to doing this is by creating a marketing strategy that focuses on customer experience. Creating an engaging customer experience means understanding and acting on the needs and wants of your customers. The process of researching, measuring, and acting on this information will bring business success.
For example, if you run a hotel brand, you might decide to engage with customers by providing them with personalized inbound travel guides or by inviting them to join your loyalty program. These are both great ways to attract, engage, and delight your customers.
You can also use online tools to track customer behavior and uncover the needs and wants of your audience so you can develop the right strategy to attract, engage, and delight them. A/B testing and multivariate testing are two such tools that can help you achieve this.
Delivering content at the right time
To effectively engage with your audience and maximize the value of your marketing efforts, you must consider the timing of your content. It’s essential to understand when your ideal audience is consuming content and what they’re looking for so you can craft the right message and provide them with valuable, engaging content at the right time.
You can use a tool like Google Content Analysis to find and measure the performance of your various content types, such as articles, social media posts, videos, and eBooks. This will enable you to determine the strength of each content type and identify the most effective times to produce and distribute content. Ideally, you want to produce and distribute content when there is already high interest and demand for your product or service.
As an example, if you run an eCommerce store, you might choose to publish an eBook on the best practices of online marketing, with case studies on the theory behind each practice. By understanding the theory behind each practice and having concrete examples to back up your claims, you can interest and engage potential customers who are looking for information on online marketing.
You can also use Google Analytics to track the performance of your website and social media channels and identify the content that is performing well and the times that it’s performing best. This way, you can determine the right content for different platforms and channels to further expand your reach and grow your business.
Expanding your social media presence
For many businesses, social media is the primary means of customer communication and engagement. If you’re not present on social media, you’re missing out on a huge portion of your audience and the opportunity to engage with your customers. To effectively use social media, you must have a strong social media strategy in place, focusing on growth and engagement.
To attract potential customers, you might choose to create accounts on the major social media platforms, such as Twitter, Instagram, and LinkedIn. Once you have an audience on these platforms, you can use content to engage with your audience, share industry insights, and grow your business.
To get noticed on social media, you need to stand out among your competitors. One great way to do this is to develop a social media personality and brand. Having a consistent presence on social media is important, but so is having interesting and engaging content. By creating content that is interesting and engaging, you’ll stand out among your competitors and encourage people to notice you.
Using email marketing to grow your business
While social media is important, you don’t always need to be on social media to benefit from email marketing. You can use email marketing to attract, engage, and delight customers, regardless of whether or not you have a presence on social media. To do this, you must have a clear email marketing strategy in place, starting with a defined audience (e.g., individuals living in the U.S. who are interested in purchasing luxury goods) and a clear objective (e.g., to encourage them to visit your website).
To develop an effective email marketing campaign, you must consider the type of content you’ll distribute and how much you’ll charge for the content. You should try to match the value you provide to the amount you charge for the content, as this will make your customers feel like they’re receiving a good value for their money.
Using a tool like HubSpot, you can identify and analyze every stage of your marketing campaign, from inspiration to conversion. This will enable you to track the effectiveness of each step and identify areas for improvement.
Measuring the value of your marketing efforts
To create the right environment for integrated marketing, you must measure and track the effectiveness of your marketing strategy and tactics. You can use a tool like Google Analytics to track the inbound traffic to your website and social media accounts, identify the demographics and devices used by these individuals, and evaluate the effectiveness of your marketing efforts. You can use Google Analytics for free, but you need to register to see all the reports.
As a business owner, marketer, or entrepreneur, it’s your job to prove to yourself and to your team that what you’re doing is worthwhile. One of the best ways to do this is by tracking the results of your marketing efforts. When you can clearly demonstrate the value of your efforts, you’ll be able to secure more investment and support from the people who matter most to you – your staff and your customers.