The Covid-19 pandemic taught us a valuable lesson: the need for integrated digital marketing and social media strategy.
Marketing departments around the world scrambled to adapt to the new normal while maintaining marketing activities such as online marketing, social media, and email marketing.
But even before the pandemic, marketers knew that digital marketing couldn’t be effectively segmented into silos; the strategy had to incorporate all aspects of digital marketing into a cohesive whole.
The question is: how can you ensure that the online marketing campaigns you launch today will be effective in the future?
What we recommend is a single, integrated online marketing campaign that can help your business grow.
What is an online marketing campaign?
Simply put, an online marketing campaign is a series of coordinated activities that you carry out in digital spaces (typically, but not necessarily, on the internet) to gain exposure and interest in your product.
The goal of an online marketing campaign is to drive traffic to your website, social media platforms, and email marketing campaigns. Typically, this type of marketing activity includes branding, advertising, content creation, and PR. Depending on your product, you may also incorporate email marketing, affiliate marketing, or paid search (aka Search Engine Marketing—SEM), into your strategy.
Why should you integrate your online marketing campaigns?
Here’s a list of benefits that come from having a single, integrated online marketing strategy:
If you’ve ever tried to market a product or service and had no idea where to begin, you know how difficult it can be to gain visibility for your brand. This becomes even more complicated when you consider that there are hundreds or thousands of other brands doing the same thing.
But with integrated digital marketing, you can use various tools to gain visibility for your brand, depending on your marketing automation tool (which we’ll discuss in more detail in the next section).
For example, you can use your website to gain visibility by featuring case studies, white papers, and other types of informative material. You can also use digital channels (such as blogs and websites) to drive traffic to your website.
If you want to gain more visibility, you can use social media to engage with potential customers and create buzz about your product or service. You can also use social media to find and connect with people who are already passionate about your product or service, which can help you discover new leads.
One of the great things about integrated digital marketing is that you can do it all from the same place. This means that you can create tasks, such as landing pages and web forms, for customers to complete, and you can measure the results of these tasks in one place.
Additionally, you can use marketing automation tools, such as HubSpot, to create tasks that allow you to nurture leads and drive growth. While you’re at it, you can also set up automated email campaigns that can send out welcome emails, follow-up emails after a purchase is made, and more.
As we mentioned above, digital marketing is difficult to measure. But with an integrated marketing strategy, you can track the results of your effort in one place and make necessary adjustments. For example, if you notice that a certain blog post about your product received a lot of traffic and engagement, but the conversion rate for that form was low, you can conclude that your target audience does not relate to that post and adjust your strategy accordingly.
The key takeaway from the pandemic is that size matters. No matter the industry, small businesses (<50 employees) are the ones most affected by the pandemic, since they typically lack the resources to innovate and adapt quickly.
But that doesn’t mean that large businesses are unaffected. In fact, many large businesses (<500 employees) have the ability to scale their operations and continue marketing activities while adapting to new challenges.
What’s different about large businesses is that they have the ability to leverage their existing marketing channels and tools, and they can invest in the additional marketing technology needed to support their growth.
The main takeaway from this is that even though you might lack the resources to adapt quickly in the beginning, growth-minded businesses can help you get there. A good place to start is by providing you with enough leads so that you can make sales calls to prospective customers, or by setting up automated email campaigns that can keep your sales team organized and in the loop while allowing them to focus on generating leads.
In the last year, digital marketing has evolved from simply getting people to your site to gaining their interest and driving them toward a purchase. The main reason for this shift is that people are realizing the importance of research before buying.
This means that if you want to gain a good return on your marketing investment, you need to develop and use accurate metrics to assess the performance of your overall strategy.
Integrated marketing can help you automate tedious tasks and gain visibility for your brand. Not only that, but you can also use the data you accumulate to gain insight into what’s working and what needs to be changed.
To follow up on the above points, let’s examine each part of an online marketing strategy, including:
Marketing automation is the use of technology to execute and track the performance of marketing tasks.
Most marketers have limited resources and the most efficient use of those resources is to have a single, integrated marketing strategy. This strategy integrates different tools and functions such as marketing automation, email marketing, social media, web analytics, and more.
Marketing automation can be used to create and send emails (also called email marketing), which we’ll discuss in detail below. The main purpose of marketing automation is to ensure that your marketing efforts are always aligned and connected so that you can gain the most visibility for your brand.
Branding is the process of associating a brand name with a product or service. Most people think of branding when they hear the words marketing or advertising. But branding can also include everything from the packaging of your product to the design of your online store.
When someone sees your brand name or logo on a product or service, they will think of your company and what you offer. Your branding will also influence how others perceive you, so it’s important to build a brand that is consistent across all platforms.
Content marketing is the process of creating and distributing relevant, valuable content to attract, engage, and educate customers. The content can be in the form of articles, case studies, white papers, and more.
The advantage of content marketing is that it can be used across different platforms, including websites, blogs, and social media. This way, you can reach a larger audience and have the opportunity to build credibility and authority about your brand.
Public relations (also known as PR or communications) is the process of influencing the public opinion about a business, product, or service. PR can be used to gain coverage in major publications and media outlets, which in turn can drive traffic to your website.
To effectively use public relations, you need to have a clear understanding of how the media works and what works best in getting coverage.
You can also use public relations to establish your expertise and position your brand as a thought leader in your industry. With a little effort, you can have major media publications covering your work, which can establish you as an authority in your field and drive interest in your product. Additionally, you can use PR to gain credibility with the media and establish yourself as an expert in your industry.
The disadvantage of using public relations is that it can be very expensive and time-consuming to get coverage in major publications. For this reason, many small businesses don’t have the funds to invest in PR, thinking that they can get by just fine with traditional marketing.
But this is changing, as more and more businesses are realising the value of PR. As a result, more and more businesses are incorporating PR into their strategy. It’s a matter of time before PR becomes as important to a business’s success as marketing and social media.
Pricing is the process of setting the prices for a product or service. This article won’t go into detail about pricing analysis, instead, we’ll simply discuss how to set the prices for your products.