Today, savvy marketers have a broader spectrum of choices regarding where and how to promote a great variety of products and services. Aside from traditional methods, which are still incredibly popular and effective, such as direct marketing and print advertising, they also explore several other avenues to keep their brands into the spotlight, including email marketing and social media marketing.
How to Develop and Implement Successful Integrated Marketing Campaigns in 5 Easy Steps
In this context, how could one possibly make all these disparate tools and channels become a part of the same story? In case you’re pursuing bold goals both online and offline and wish to use every single tool from your marketing toolbox, here are five key steps that you should follow to create efficient integrated marketing campaigns and achieve success in today’s social-media-driven, mobile, multi-compartmented world.
- Identify the Particularities of Your Audience. For starters, explore the unique characteristics of your audience. What kind of print marketing materials would most likely catch their eye and make them respond to your CTAs? What are the platforms/channels where most of your potential clients spend a significant amount of time on a regular basis? Where and how could you reach your prospects and turn them into devoted buyers? A deeper understanding of the one-of-a-kind attributes of your audience, both psychographically and demographically, will help you adjust your marketing message to the real needs and demands of your public, and boost its efficiency.
- Select the Most Appropriate Channels. Next, figure out where you could interact with your potential buyers, and start exploring the platforms that could enable you to create a solid community around your brand and products. Instead of wasting time on one-size-fits-all advertising tools or trying to stay active on a myriad of channels that may or may not match the interests of your targeted audience, choose to play it safe by directing all your resources towards the tools and channels that will actually ensure a direct contact with your buyers. Also, evaluate the strengths and weaknesses of every single channel that you may be interested in before spending a dime out of your own pocket on promotional campaigns especially designed for that specific medium.
- Develop and Maintain a Consistent Look. During this phase, you should strive to make your brand recognizable both online and offline. Your number one goal should be to develop and promote a consistent visual identity that goes well beyond a clever, representative logo, and entails having a plethora of essentials in the same package, including an unvarying photography style and graphics, unchanged logo treatment and the same mix of fonts and colors. At a first glance, potential clients should be able to link very single detail mentioned above to the company that has introduced it on the market. In other words, an individual reading a brochure or a newsletter should notice a solid visual connection immediately after landing on a company’s website.
- Create and Distribute Versatile, Quality Content That Can Be Tailored to Match Different Channels. More than a few brands fail to launch an effective integrated marketing campaign simply because they disregard the fact that any strategy geared towards this objective should be based on the creation and distribution of first-hand, versatile content, which could be repurposed and “recycled” in countless ways via multiple channels. Each marketing message conveyed by your content should be clear, compelling and consistent, regardless of the platforms that are being used to distribute it. Furthermore, every single content piece crafted by a company should be utilized in as many ways as possible. For instance, a well-researched case study could become the perfect foundation for an informative newsletter; an expert of the same piece of content could be shared on the most relevant social media networking websites, such as Facebook and LinkedIn.
At the same time, some of the most prominent points of the case study could offer the essential information that you could deliver via a series of blog posts; not to mention the fact that several key informational nuggets could be tweeted on a daily or weekly basis. Last but not least, to create and maintain the perfect balance between your print and digital marketing campaigns, you could integrate a part of the information extracted from your case study in some of the newest print marketing materials (brochures, catalogs, flyers, door hangers, and so on) that you’re currently working on. There are several ways in which you could repurpose your content to enable your brand to maintain a consistent look and feel. The key is to be able to modify your ideas based on the particularities of the audience and channel that you’re targeting.
- Make Certain Your Messaging Strategy Is 100% Integrated. Last but not least, make certain that every single component of your marketing campaign is set up to boost traffic to your primary target. The target could be your website and your goals could revolve around reservations, purchases, or blog or newsletter subscriptions. Moreover, social networking websites could be a different target; in which case, your objectives would gravitate around methods to enhance engagement. Either way, create a bridge between your online and offline marketing strategies rapidly and effortlessly. For example, you could start by designing personalized print marketing materials (envelopes, letterheads, brochures and more) that incorporate your URL or your Facebook web address).
By doing so, you could easily boost your online visibility and allow your potential clients to research your brand and products online, interact with you on different platforms where you are already active, and spread the word about your latest achievements with more ease. When it comes to designing quality print marketing materials, don’t agree to make any compromises. Work with the professional print marketing consultants from Minuteman Press, and get your hands on the affordable materials designed to increase the success rate of your integrated marketing campaigns.