The Strategic Path to Integrated Marketing

December 15, 2020

Integrated marketing engages customers through all of a business’s marketing channels. By combining your marketing communications, you can guide leads along their journeys to becoming customers. So how can businesses integrate their marketing channels to get more engagement and sales? Follow this strategic path to integrated marketing for more traffic, leads, and conversions.

1. Analyze & Define

The first step of developing any strategy is to analyze the situation and define your goals. Analyze your market, products or services, and competition. Think about how your customers engage with you versus your competition. Run a competitor analysis to understand your marketplace better, and identify your strengths and weaknesses.

Another critical step in your initial analysis is to define your customers. You need to know who your target audience is in order to support all other areas of your marketing. Put yourself in their shoes and consider their needs, pain points, motivations, and more.

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2. Plan Your Strategy

After your analysis, the next step in the strategic path to integrated marketing is to start planning your digital strategy. To reach your target audience, you must have a reliable system in place. Focus your goals and data on your customers. Those goals and data will also be the main driving force of your process when you are planning.

Your strategy also needs to adapt and change accordingly; the goals and tactics used in your current process may need to pivot in the future. Be prepared to readjust your strategy whenever urgent priorities spring up.

3. Use Inbound Marketing to Generate Demand

Generating demand is all about getting the right message to your prospects at the right time. Inbound marketing centers content on customers to deliver necessary information throughout their entire buyer journey, and leads to higher engagement and conversions. Review your content marketing strategies and campaigns, brand messaging, and content calendars, and then put more inbound marketing best practices in place.

4. Convert Leads into Customers

After demand and lead generation comes lead conversion. You need excellent web design and architecture to improve your performance and keep customers engaged with a positive experience. Some examples of ways to keep customers engaged on your website include the following:

  • Fast load times
  • User-friendly interface
  • Readily available contact information

5. Implement Conversational Marketing

The strategic path to integrated marketing is about using your channels to guide prospects and customers along their journeys and sales cycles. Conversational marketing is one way that you can shorten the sales cycle and drive more customers to purchase. Technology can help build connections and create more conversations that engage and convert your customers.

One example is video marketing, which more and more people find highly engaging. Video can create revenue, build relationships, and encourage customer retention.

6. Rethink SEO & Social Media

SEO and social media are other essential steps in the strategic path to integrated marketing. Your business needs a comprehensive SEO and social media search strategy to build brand awareness and ensure prospects can find you easily. Your SEO strategy also needs to adapt and change according to new trends and shifts in customer search behavior.

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7. Manage Your Database & Nurture Your Customers

Keeping track of your customers and nurturing them can be challenging. A customer relationship management (CRM) system or a marketing automation tool keeps all of your leads and customers centralized and segmented.

Databases and marketing automation tools also enable you to nurture loyal customers. Loyal customers can provide repeat purchases, referrals, and valuable product feedback, so keeping a customer loyal to your business is vital. Marketing automation tools such as SharpSpring give you a sense of your current customer loyalty through specific metrics and scores.

8. Track the Insights That Matter

The final step on the strategic path to integrated marketing is to track meaningful and actionable data. Tracking your customers’ metrics and campaigns will clue you in on how to improve your process. Regularly check your analytics, and pivot accordingly based on what your key performance indicators (KPI) say.

Contact VIEWS Digital Marketing to Create Your Integrated Marketing Strategy

To begin developing your strategic path to integrated digital marketing and generating more leads, reach out to VIEWS Digital Marketing. Our team of digital marketing consultants has years of experience creating integrated digital marketing strategies for small to medium-sized businesses. We have proven results in implementing integrated marketing strategies and tactics for our clients, resulting in increased website traffic, leads, and conversions. For more information about our services, contact VIEWS today.