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Integrated Digital Marketing Strategies

What is Integrated Marketing?

Integrated digital marketing is a method of engaging customers and prospects with your company or brand that combines all parts of marketing communications to work together and assist the customer along their journey of awareness to loyalty and advocacy.

– The Data & Marketing Association, the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing

Integrated digital marketing communications include digital advertising, sales promotion, public relations, direct marketing, and social media as well as customer support and customer relationship management. Digital marketing strategies rely on all the tactics, methodologies, channels, media, and tools to work together toward a defined goal that is centered on the client or customer needs.

An integrated digital marketing strategy is built on the same basis as any other business strategy. 

A clear mission statement 
High-level objectives defined
Core tactics driven by data & budget 
Key Performance Indicators (KPI) 

Developing A Company Strategy

Porter’s Five Forces, a model for evaluating a company’s competitive landscape (including Competitors, Buyers, Substitutes, New Market Entrants, and Suppliers) is a framework for developing business strategies.

The goal of developing a company’s strategy is to find a market position and competitive position in the industry where the company can gain and defend its share of the market. The Internet has seriously complicated the job of developing a company’s strategy.

The speed of change, the low barrier to entry and the democratization of tools and knowledge have impacted all industries, some more than others. Most business leaders know their industry but understanding the digital tactics of competitors, the changing behaviors of customers, and a lack of knowledge of substitutes leave leaders unable to craft a winning strategy.

Harnessing the Power of Digital Marketing Through Strategy

A comprehensive and strategic view of business includes Integrated Digital Marketing Strategies that considers how technology intersects with real life. Harnessing the power of your digital marketing strategy is a priority for every business. Let’s be honest: digital marketing is complex.

Integrated Digital Marketing System Map

VIEWS Digital Marketing Agency, part of the largest digital marketing agency network in the world, can be your digital marketing guide. We not only understand the complexities of digital marketing, but we also realize the challenges traditional companies face when trying to implement digital marketing strategies.

VIEWS Digital refers to the Digital Jungle which is the same tactics as mapped on WSI’s Digital Strategy Map.  

Finding the Best Customer Journey on the Digital Marketing Strategy Map

The map shows the complexity of the paths and tactics one can take to get to the desired outcome with many elements overlapping and being interdependent. We read this map the same way we read any map, start with “you are here.” This refers to your online presence and the only thing you absolutely control is your website. So, we set that as the hub of our digital strategy map.

Your website should be graphically appealing, user-friendly, mobile ready, conversion focused and search engine optimized. That is a mouthful! But fear not, we can get you to that point!

Then we need to decide where you are going and which path will get you there most effectively and efficiently to create new value for your business. It sounds easy, but strategizing about digital marketing before taking action is difficult and often overlooked. But with most major decisions, a little strategic planning goes a long way in the digital marketing realm. It saves you marketing dollars, increases your return on investment and streamlines your digital marketing process.

Building an Integrated Digital Marketing Strategy

Developing practical, integrated digital marketing efforts and strategies involves several key steps. Each element plays a crucial role in ensuring the overall success of the marketing efforts. Here’s a detailed look at these steps, primarily focusing on home service companies and professional services.

Mission Statement

A mission statement clearly defines your company’s purpose and objectives. It serves as a guiding light for all marketing activities and decisions.

Examples:

  • Home Service Company: “To provide reliable and high-quality home maintenance and repair services that enhance the safety and comfort of our clients’ homes.”
  • Professional Services Firm: “To deliver expert legal advice and representation with integrity and professionalism, helping our clients navigate complex legal challenges.”

Developing a Mission

    • Identify Core Values: Understand what your company stands for.
    • Define Your Purpose: What do you aim to achieve for your customers and the community?
    • Be Clear and Concise: Keep the mission statement straightforward and easy to remember.
    • Align with Business Goals: Ensure the mission supports your long-term business objectives.

    High-Level Objectives

      Setting overarching goals for your marketing efforts helps to provide direction and measure success.

      Examples:

      • Home Service Company: Increase annual revenue by 20%, expand service offerings to include emergency repairs, and improve customer satisfaction ratings by 15%.
      • Professional Services Firm: Enhance brand recognition in the local market, increase client retention by 10%, and expand service offerings to include new areas of law or professional advice.

      Setting Objectives

        Use SMART goals:

        • Specific: Clearly define what you want to achieve.
        • Measurable: Ensure the goals can be tracked and measured.
        • Achievable: Set realistic and attainable goals.
        • Relevant: Align goals with your overall business strategy.
        • Time Bound: Set a timeline for achieving these goals.

        Core Tactics

          Decide on the main tactics based on your budget and resources. These are the actionable steps that will help you achieve your objectives.

          Examples:

          • Home Service Company:
            • Content Marketing: Create a content calendar involving blog posts and videos on home maintenance tips.
            • SEO: Optimize the website for local search terms like “emergency home repair” and “plumbing services near me.”
            • Social Media: Use platforms like Facebook and Instagram to showcase before and after photos of projects.
          • Professional Services Firm:
            • Content Marketing: Publish articles on recent legal developments and case studies.
            • SEO: Optimize for keywords such as “corporate law firm” or “estate planning services.”
            • Email Marketing: Send newsletters with updates on legal news and firm achievements.

          Key Performance Indicators (KPIs)

            Establish metrics to measure the success of your integrated marketing strategy. KPIs help you track progress and make data-driven decisions.

            Examples:

            • Home Service Company:
              • Lead Generation: Number of new leads generated per month.
              • Conversion Rate: Percentage of leads that convert to paying customers.
              • Customer Satisfaction: Average rating on customer feedback surveys.
            • Professional Services Firm:
              • Website Traffic: Increase in website visitors.
              • Client Acquisition Cost: Cost to acquire a new client.
              • Client Retention Rate: Percentage of clients retained over a specific period.

            Choosing KPIs:

            • Align with Objectives: Ensure KPIs directly measure progress towards your high-level objectives.
            • Keep it Simple: Focus on a few key metrics rather than overwhelming yourself with too many.
            • Regular Monitoring: Track and analyze these metrics to adjust your strategies as needed.

            Creating an effective integrated strategy involves a clear mission statement, setting high-level objectives, deciding on core tactics, and establishing KPIs. For home and professional services companies, these steps ensure that marketing efforts are aligned with business goals, measurable, and optimized for success. By following these steps, businesses can create a cohesive and effective marketing strategy that drives growth and achieves their goals.

            How A Digital Marketing Strategy Creates Value

            VIEWS Digital Marketing empowers home services, professionals, and B2B companies with integrated digital marketing strategies that deliver transformative results. Our strategic approach builds a powerful brand presence, fostering trust and recognition across diverse markets. We drive lead generation by targeting high-intent audiences, ensuring a steady flow of qualified prospects. By establishing your authority through compelling, industry-relevant content, we position your business as a trusted leader. Our strategies expand reach, connecting you with new and evolving customer behaviors through dynamic, multi-channel engagement. This ensures efficient conversion of prospects into loyal customers, meeting their needs with precision and relevance. VIEWS crafts customized strategies, not just tactics, to adapt to changing consumer trends, delivering measurable growth, enhanced loyalty, and a competitive edge in today’s digital landscape. Partner with us to unlock your business’s full potential.

            Strategic Digital Marketing Steps in the Customer Journey

            To succeed today, companies need strategies designed to relate to the new customer behaviors.  Some of the top digital marketing strategies include:

            Digital Advertising – Digital advertising includes pay-per-click ads on search engines and social media, display ads in publications and other websites, video advertising ad rolls, native advertising videos and blogs, influencer advertising and text ads.

            Search Engine Optimization – Optimizing website content and message to assist search engines in understanding your customers, location, products, and services help your website place on the first few pages of a search engine. Over 90% of search visits come from the first 2 pages of search results.

            Social Media – Social media although relatively new is totally integrated into our communication patterns and is a critical method of sharing and promoting businesses.

            Content Marketing – Content is king on the Internet. Without content, visitors do not understand your products and services. Ongoing content provides context and expands on the value that your company can provide.

            Email Marketing – A tried and true method of connecting with your market. If used appropriately, email marketing keeps your brand top of mind and provides valuable information to your target market.

            Marketing Automation – Marketing automation is a method of personalizing content, email, and all communication for your target audience making your message more effective and desirable.

            Reputation Management – Online reviews and social proof have become key in the battle for clients. We trust companies and products that our friends and associates recommend. Without a good reputation, your business is sunk.

            Conversion Optimization – Driving traffic to a website is the first challenge but getting conversion is the goal. There are many strategies and tactics that can be employed to enhance the conversion of your website and web properties.

            Where Will Your Integrated Digital Marketing Take You?

            Every traveler has a different journey and every business has a different method of reaching their destination. Whether you are looking to build your brand, find your audience or generate leads, let VIEWS Digital Guide you to your goals.

            Lead Generation

            Leads are the lifeblood of any business, and lead generation is crucial for every business owner trying to grow. This everyday task can feel like an endless trek through the Amazon jungle, and marketing trends change fast. Business owners must be adaptable and continuously refine their lead gen strategy to keep ahead.

            Read more

            Brand Recognition

            Whether you provide expert legal advice, landscaping services, or B2B solutions, getting your name in front of the right people is critical. Like lead generation, building and maintaining strong recognition in your marketing campaigns is an ongoing process that requires strategy, consistency, and creativity.

            Read more

            Right Audience

            Right Audience

            Finding the Right Audience can be like trailblazing through a jungle. It helps to have a guide.

            Right Audience

            Deeper Dive

            Looking for more knowledge? If you are the type that wants to know everything about a subject before making decisions, we have you covered. Check out our blogs about integrated digital marketing or find specific answers to your questions. Still need more, give us a call.

            Learn more about Integrated Digital Marketing

            You Have Questions? We Have Answers.

            What are the best strategies for a multi-channel digital marketing campaign?

            Effective multi-channel digital marketing integrates SEO, PPC, content, social media, and analytics for maximum reach and conversions.

            • Cohesive Strategy: Align channels with unified branding;
            • Local SEO: Optimize geo-targeted landing pages and Google Business Profiles for each location.
            • PPC Campaigns: Run targeted Google Ads with remarketing
            • Engaging Content: Create industry-specific blogs, videos, and whitepapers.
            • Analytics Optimization: Use Google Analytics for data-driven improvements.
            • Online Brand Building: Build your website and social content to represent the authentic brand and benefits of your business.
            How do I know which digital marketing strategies are right for my industry?

            We start with a discovery session to understand your goals, industry trends, and audience. Then, we tailor a strategy based on proven results and analytics, combining the best-fit tactics—local SEO for service providers or thought leadership content for B2B brands.

            What are the benefits of PPC advertising in a digital marketing strategy?

            PPC (Pay-Per-Click) advertising delivers instant visibility on platforms like Google Ads, driving targeted traffic to your website. Benefits include speed of reaching audience, precise audience targeting (e.g., contractors in Pennsylvania), high ROI (average $2 return per $1 spent), and measurable results through analytics. Integrated with SEO and content, PPC ensures your firm appears at the top of search results, attracting high-intent clients. VIEWS optimizes PPC campaigns for maximum impact across multi-state markets.

            How can integrated digital marketing help structural engineering firms grow?

            Integrated digital marketing combines SEO, PPC, content marketing, and social media to boost visibility and attract clients for structural engineering firms. By optimizing your website for local searches (e.g., “engineering services Delaware”), creating targeted content like project case studies, and running multi-channel campaigns, you can reach decision-makers across states, increase leads, and build brand authority. VIEWS Digital Marketing crafts tailored strategies to showcase your expertise and drive measurable growth.

            How long does it take to see results from digital marketing?

            Some tactics like PPC yield quick results, while SEO and content marketing take time—typically 3-6 months—to build momentum. We balance short-term wins with long-term strategies to sustain growth.

            VIEWS Integrated Digital Marketing Solutions Customized for You.

            Leveraging VIEWS integrated digital marketing solutions can significantly enhance your digital presence, reinforcing your sales team’s initiatives. We can help your team plan and execute a fully customized digital marketing campaign that emphasizes your market authority and boosts brand awareness.

            Contact Us