Your business needs integrated marketing campaigns to develop a cohesive and consistent experience for your audiences. Using integrated marketing, you can combine all of your marketing efforts to establish a singular campaign that maximizes your reach while helping you achieve your marketing goals. If you know how to integrate your marketing in a seamless, comprehensive campaign, you'll be able to experience a level of success that you would be less likely to see otherwise.
If you want to become a marketing leader, you need to use integrated marketing to your advantage. Compared to mainstream marketers, industry leaders are approximately 1.5 times more likely to use this approach. To help you get the most from your campaign, here are some tips for integrated marketing.
Clearly Define Your Goals and Objectives
If you don't take the time to set some clear, attainable goals, you won't succeed the way you want to with your campaigns. By setting goals, you can develop a complete picture of your campaigns and figure out how best to approach them from the start. Consider that you're about 376% more likely to succeed with your marketing efforts if you engage in goal setting for every campaign.
Your goal for a particular campaign might be to increase conversions, in which case you would need to develop a campaign engineered to help attract prospects and convert them into leads and, ultimately, customers. These efforts would be considerably different from brand awareness campaigns intended to educate new audiences about your brand early on. Some metrics you might measure in conversion-driven campaigns may include click-through rates for ads and sales.
Determine How to Reach Your Audience
With your goals in place, you can begin figuring out how to reach your audience. 39% of marketers across the globe report that gaining a deeper understanding of and connecting with their audience is the key to achieving their goals for the next three years. If you're not doing what you can to determine how to appeal to your audience effectively, your campaigns are likely to flounder.
You can conduct surveys of your existing customers to find out what they're looking for in your brand. What kind of message do they want to see? What features are they interested in? What pain points are your competitors failing to address that you can cover in your marketing? Asking questions like these can help you paint a fuller picture of your audience and cater your marketing to them in a consistent, seamless campaign.
Decide on Which Platforms to Integrate
You should also find out where your audience is so you can connect with them in the right place and at the right time. Otherwise, you may waste your ad spend on campaigns that won't be seen.
For example, some segments of your audience may spend more time online than others, while another demographic watches local TV without browsing the internet as often. Figuring out where your audience is and when can give you the insight you need to choose the perfect placement for your ads. Ultimately, you'll be able to drive demand through the use of effective ad placement and audience targeting, according to HubSpot.
Plan for the Influx of Business
Your integrated marketing campaigns may help drastically increase sales as you reach your marketing goals. At the same time, you also need to make sure your business can handle this success. Neglecting to prepare for an influx of customers properly can seriously undermine your integrated marketing efforts' success.
To help your business plan ahead, ensure that your teams and processes are all ready to facilitate a surge in sales. This will also help ensure that each of your customers is satisfied, which can lead to increased retention and loyalty.
Create a Cohesive Design
Seamlessness is an integral characteristic of a successful integrated marketing campaign. Every campaign should be consistent, with marketing materials that give your brand a clear, recognizable identity. To help provide your audience with a consistent, cohesive brand experience, make sure every component of your campaigns uses the same branding and creative elements.
You could have a campaign that consists of several types of ads, along with webpages on your website that correspond to those ads. You may also run TV commercials or OTT ads on streaming services. In any case, you need to ensure that all of your marketing materials are uniform and consistent with your brand. In the process, your audience will become more familiar with your brand with repeat exposure, which can build trust.
Connect with a Media Partner to Develop a Comprehensive Campaign
Following each of these tips for integrated marketing, you can create a consistent and successful campaign that reaches and connects with your target audience. If you want to get the most from your integrated marketing campaigns, consider working with a media partner. The right partner will be able to help you with every aspect of your campaigns, from concept to execution, with the expertise and resources needed to help you succeed.