In today’s highly competitive business landscape, simply having a website or relying solely on social media for growth and visibility is not enough. To truly succeed, entrepreneurs and business owners need to adopt a holistic approach that encompasses various marketing touchpoints, which is also known as integrated marketing.
By understanding the importance of integrating different channels and personal interactions, you can effectively position your business as the go-to solution when your product or service is needed. As you probably know by now, there is no “one-size fits all” answer when it comes to marketing. Instead, successful campaigns require a deep understanding of the customer journey and how different marketing methods can be used to influence their behaviour.
What is integrated marketing and how does it work?
Integrated marketing involves the use of various components of marketing, such as advertising, public relations, and social media. The variety of media, channels, and strategies is consolidated to provide a consistent and customer-focused experience. It essentially means maintaining a uniform appearance, feel, and tone across the brand’s communication mediums.
Integrated marketing works by creating a consistent message and experience across channels, increasing the likelihood of a conversion. It works because:
- More channels = more eyes to see your messaging.
- Repetition helps keep your brand top of mind.
- You gain authority by being available on every channel your customers are on.
Ultimately, showing up more frequently across several channels is the highest reward for organizations that embrace integrated marketing. (Source: AdRoll)
Starting Your Integrated Marketing Strategy Off Right
It’s important to note that after discovering your business on social media, potential clients often begin their research journey, exploring your entire online presence, including your website and reviews. When they eventually make a purchase, they may attribute it to factors like positive Google reviews, your website, a door hanger, a TV advertisement, or even a recommendation from a neighbour, without ever mentioning social media.
Many companies track leads and referral sources, but it’s important to note that this doesn’t mean you should disregard your other marketing efforts and ask clients to pick just one source. Having numerous touchpoints enables interactions on different platforms, ultimately adding more value and conveying your message in a manner that better connects with individual prospects.
If you’re ready to put an integrated marketing plan into action, here are a few aspects to consider:
#1. A Website Alone Won’t Ring the Phone.
There’s little doubt that having a website is essential in today’s digital age, but this alone won’t guarantee business success. Many business owners naively believe that customers will automatically start pouring in once their website is up and running. However, a website is just one component of a comprehensive marketing strategy. To make your business top of mind, you must combine it with other elements.
#2. Social Media: Beyond Building an Online Presence.
Social media platforms offer incredible opportunities for businesses to engage with their target audience, but they should not be relied upon as the sole means of generating growth. While social media can help build brand awareness and foster a community, it should be integrated into a larger marketing ecosystem. Leveraging social media alongside other channels, such as a well-designed website and personal interactions, goes a long way toward developing a compelling and unified brand presence.
#3. Humanizing Branding through Personal Interactions.
Networking and personal interactions are often underestimated in our online-dominated social sphere. However, the value of face-to-face connections should not be overlooked. Attending industry events, conferences, and networking gatherings can help humanize your brand and establish credibility. These personal interactions provide opportunities to showcase your expertise, build relationships, and position your business as a reliable solution in the minds of potential customers.
#4. Speaking Engagements: Amplifying Your Reach
Speaking engagements are an excellent way to expand your reach and establish yourself as an authority in your industry. By offering valuable insights and sharing your expertise, you can capture the attention of community groups, professional organizations, and industry events. These engagements enable you to directly connect with potential customers and enhance your reputation as a trusted resource, ultimately keeping your business top of mind when they require your product or service.
#5. Paid Advertising: Maximizing Your Visibility:
Paid advertising via traditional means such as radio, television, and print media remains valuable. While digital advertising has gained prominence, traditional media outlets continue to reach vast audiences. Investing in well-targeted advertising campaigns boosts your brand’s visibility, raises awareness, and keeps you at the top of potential customers’ minds whenever they are ready to purchase.
Over to You
Integrated marketing offers businesses numerous advantages and opportunities compared to relying on a single touchpoint. Here at MYOB, we always want to ensure our clients understand this. By combining various elements like advertising, social media, and networking, businesses can develop a robust marketing strategy that amplifies their impact and distinguishes them from competitors. Many marketing experts agree – it can take up to 13 touchpoints before an interaction is converted into a lead.
If you’re interested in learning more about our marketing services, let’s chat. Contact Karen at 519-657-4283 or leave us a message on our website.
Written by: Jennifer Hanford, MYOB Blogger